How to write a business plan?

The business plan [1] is used to describe the internal and external environmental conditions and elements related to the proposed business, provide an indicator diagram for business development and measure business progress.

Usually, a business plan is the integration of marketing, finance, production, human resources and other functional plans.

Problems to be considered in the plan

Business plan is the carrier of putting business ideas into practice in black and white. The quality of business plans often directly affects whether the founders can find partners, obtain funds and other policies to support business plans. How to write a business plan? It depends on the target, that is, the target of the plan, such as writing it to investors or taking a bank loan. Starting from different purposes, the focus of the plan will be different.

Usually a business plan needs to write a one-page summary in front, followed by a specific chapter of the business plan, which is generally divided into ten chapters.

Chapter 1: Occupation description. Need to describe what industry to enter, what products (or services) to sell, who are the main customers, and whether the life cycle of the industry is in the stage of germination, growth, maturity or decline. Also, whether the enterprise should be in the form of sole proprietorship, partnership or company, when and how long it is planned to open.

Chapter II: Products/Services. You need to describe what your products and services are, what features they have, how your products are different from competitors, and why customers will buy them if they are not special.

Chapter III: Market. First of all, we need to know where the target market is, whether it is the existing market with customers or developing new customers in new markets. Different markets and different customers have different marketing methods. After determining the target, then decide how to go public, promote sales, price, etc. And make a good budget.

Chapter IV: Location. The general company may not have much influence on the location, but if you want to open a store, the location of the store is very important.

Chapter 5: Competition. In particular, we should do the competition analysis in the following three periods: 1. When starting a business or entering a new market; 2. When a new competitor enters the market he operates; 3. Doing competitive analysis anytime and anywhere is the most labor-saving. Competition analysis can be done from five directions: who are the closest five competitors; How is their business? How similar they are to this business; What to learn from them; How to do better than them?

Chapter VI: Management. 98% of the failures of small and medium-sized enterprises come from the lack of management, and 45% of them are due to the lack of competitiveness of management. There is no clear solution at present.

Chapter VII: Personnel. It is necessary to consider the personnel demand now, within six months and in the next three years, and specifically consider which professional and technical talents need to be introduced, full-time or part-time, how to calculate the salary, and the personnel cost needed.

Chapter 8: Financial demand and application. Consider the use of financing funds, working capital turnover, etc. And forecast the income statement, balance sheet and cash flow statement for the next three years.

Chapter 9: Risk. Does not mean that competition is risk. Risks may be import and export exchange risk, restaurant fire risk, etc. And pay attention to how to deal with risks when they come.

Chapter 10: Growth and Development. What's the next step? What will happen in three years? This should also be mentioned in the business plan. Enterprises should be sustainable, so they should be diversified and global in planning.

The significance of business plan

Business plan is an all-round business plan, the main purpose of which is to submit it to investors, so that they can judge the enterprise or project, so that the enterprise can obtain financing. The business plan has a relatively fixed format and contains almost all the contents that investors are interested in.

The quality of a business plan often determines the success or failure of an investment transaction. For start-up venture enterprises, the role of business plan is particularly important. When you choose the goal of starting a business and determine the motivation of starting a business, all the conditions such as capital, contacts and market are ready or have accumulated considerable strength. At this time, you must provide a complete business plan, which is the soul of the whole business process.

From enterprise growth experience, products and services, market, marketing, management team, shareholding structure, organization and personnel, finance, operation and financing scheme. Only a business plan with detailed content, rich data, complete system and exquisite binding can attract investors, let them know about your business operation plan and make your financing demand become a reality. The quality of business plan is very important for entrepreneurs' project financing.

In order to win the favor of investors, good financing planning and financial packaging are essential links in the financing process, and the most important thing is to make a high-quality business plan in line with international practice. At present, the success rate of China enterprises in international financing is not high, not because the project itself is not good, nor the return on investment of the project is not high, but because investors are disappointed with the sloppy business plan and planning ability of the project.

The drafting of a business plan is as complicated as the business itself, which requires not only a thorough study of the industry and market, but also good writing skills. For a developing enterprise, a professional business plan is not only a necessary material for finding investment, but also a process of comprehensive thinking and repositioning the current situation and future development strategy of the enterprise.

Plan content

Generally speaking, a business plan should include business type, capital planning and source, total capital allocation ratio, stage goal, financial forecast, marketing strategy, possible risk assessment, business motivation, shareholder list, and the number of employees scheduled. The specific content generally includes the following eleven aspects:

front cover

The design of the cover should be aesthetic and artistic, and a good cover will give readers a preliminary impression and form a good first impression.

Plan summary

This is the essence of condensed business plan.

The outline of the plan covers the main points of the plan, making it clear at a glance, so that readers can review the plan and make judgments in the shortest time.

Plan summary generally includes the following contents:

Company introduction;

Managers and their organizations;

Main products and business scope;

Market overview;

Marketing strategy;

Sales plan;

Production management plan;

Financial plan;

Capital demand, etc.

Try to be concise and vivid. In particular, it is necessary to explain the differences between their own enterprises and their successful market factors.

Enterprise introduction

The purpose of this part is not to describe the whole plan, nor to provide another summary, but to introduce your company, so the focus is on your company philosophy and how to formulate the company's strategic goals.

industry analysis

In the industry analysis, we should correctly evaluate the basic characteristics, competition status and future development trend of the selected industry.

Typical problems about industry analysis:

(1) How developed is this industry? What is the current development trend?

(2) What role does innovation and technological progress play in this industry?

(3) What is the total sales of this industry? What's the total income? What is the development trend?

(4) What is the price trend?

(5) What impact does economic development have on this industry? How does the government affect the industry?

(6) What factors determine its development?

(7) What is the essence of competition? What kind of strategy will you adopt?

(8) What are the barriers to entry into this industry? How will you overcome it? What is the typical rate of return in this industry?

Product (service) introduction

The product introduction should include the following contents: the concept, performance and characteristics of the product; Introduction of main products; Market competitiveness of products; Product development process; Plan and cost analysis of developing new products; Market prospect forecast of products; Brand and patent of products, etc.

In the product (service) introduction part, entrepreneurs should make a detailed description of the product (service), which should be accurate and easy to understand, so that non-professional investors can understand it. In general, product introduction should be accompanied by product prototype, photos or other introductions.

Personnel and organizational structure

In the production activities of enterprises, there are human resource management, technical management, financial management, operation management, product management and so on. And human resource management is a very important link.

Because of the development of today's society, people have become the most precious resource, which is determined by people's initiative and creativity. Enterprises should follow scientific principles and methods to manage such resources well.

In the business plan, it is necessary to define the main managers, introduce their abilities, their duties and responsibilities in the enterprise, and their past detailed experiences and background. In addition, in this part of the business plan, the company structure should also be briefly introduced, including: the organization chart of the company; Functions and responsibilities of various departments; Heads of departments and main members; The company's salary system; List of shareholders of the company, including stock options, proportions and privileges; Board members of the company; Background information of directors.

Experience and past success are more convincing than a degree. If you are going to leave a particularly important position to an inexperienced person, you must give a good reason.

market forecasting

It shall include the following contents:

1, demand forecast;

2. Market forecast: an overview of the current market situation;

3. Overview of competitors;

4. Target customers and target markets;

5. The market position of the products of this enterprise, etc.

market strategy

Misunderstanding of the market is one of the most important reasons for the failure of enterprises.

In the business plan, the marketing strategy should include the following contents:

(1) Selection of market organization and marketing channels;

(2) Marketing team and management;

(3) Promotion plan and advertising strategy;

(4) Price decision.

Manufacturing plan

The manufacturing plan in the business plan shall include the following contents:

1, product manufacturing and technical equipment status;

2, new product production plan;

3, technical upgrading and equipment update requirements;

4, quality control and quality improvement plan.

Financial planning

Financial planning generally includes the following contents:

The emphasis is on the preparation of cash flow statement, balance sheet and income statement.

Liquidity is the lifeline of an enterprise, so when an enterprise starts or expands, it needs to be carefully planned in advance and strictly controlled in the process;

The income statement reflects the profitability of the enterprise, which is the operating result of the enterprise after a period of operation; The balance sheet reflects the state of the enterprise at a certain moment, and investors can use the ratio index obtained from the data in the balance sheet to measure the operating status and possible return on investment of the enterprise.

Risk and risk management

(1) What are the basic risks of your company in terms of market, competition and technology?

(2) How will you deal with these risks?

(3) What additional opportunities do you think your company has?

(4) How to expand based on your capital?

(5) How does your five-year plan perform under the best and worst conditions?

If your estimate is not so accurate, you should estimate how big your error range is. If possible, make the best and worst settings for your key parameters.

Writing steps

Preparing a business plan is a process of looking forward to the future of the project, exploring reasonable ideas in detail, confirming all kinds of necessary resources needed to implement the project, and then seeking necessary support.

It should be noted that not everything in the above outline should be included in any business plan. Entrepreneurial content is different, and the two are very different.

The first stage: experiential learning

The second stage: the idea of starting a business

The third stage: market research

The fourth stage: scheme drafting

Full text of business plan

Write the full text, add a cover, extract the whole starting point and write a summary, and then arrange the whole starting point plan in the following order:

(1) market opportunities and strategies;

(2) management;

(3) management team;

(4) Financial budget;

(5) Others directly related to the audience; Information and materials, such as founders, potential investors, and even family members and spouses.

The fifth stage: the final revision stage

First of all, according to your report, make a 1-2 page summary of the most important things and put it in front. Secondly, check, don't make mistakes such as typos, or others will doubt whether you are rigorous in your work. Finally, design a beautiful cover, write down the table of contents and page numbers, and then print and bind it into a book.

Stage 6: Inspection

You can check from the following aspects:

(1) Does your business plan indicate that you have experience in managing a company?

(2) Whether your business plan shows that you have the ability to repay the loan.

(3) Whether your business plan shows that you have conducted a complete market analysis.

(4) Whether your business plan is easy to be understood by investors. The business plan should have an index and a table of contents, so that investors can refer to each chapter more easily. We should also ensure that the information flow in the catalogue is logical and realistic.

(5) Do you have a plan summary in your business plan and put it at the front? The plan summary is equivalent to the cover of the company's business plan, and investors will read it first. In order to keep the interest of investors, the plan summary should be attractive.

(6) Whether your business plan is grammatically correct.

(7) Can your business plan dispel investors' doubts about products (services)?

A product model can be prepared if necessary.

Business plan format

catalogue

abstract

1. Platform for Action

1. 1 project background

1.2 goal planning

1.3 market prospect

2. Market analysis

2. 1 customer analysis

2.2 Demand analysis

2.3 Competition analysis

2.3. 1 competitive advantage

rival

3. Company overview

3. 1 company

3.2 Overall strategy

3.3 Development strategy

3.3. 1 initial strategy

Medium-term strategy

Final strategy

3.4 Human resources organization

3.5 Financial Management System

3.6 Corporate culture

3.7 Service Overview

4. Organization and management system

4. 1 organization

4.2 Department responsibilities

4.3 Management mode

5. Investment strategy

5. 1 share offering

5.2 Project Financing

6. Market strategy

6. 1 marketing objectives

6.2 marketing model

6.3 product flow pattern

7. Financial analysis

7. 1 Operating expenses budget

7.2 Sales Budget

7.3 Statement of Cash Flow

7.4 Profit and loss analysis

8. Risk analysis

8. 1 opportunity

8.2 Risks and Strategies

9. Exit strategy

Appendix: Market Survey Questionnaire

Writing skills

Operability (how to ensure success), profitability (whether it can bring expected returns), sustainability (how long it can survive) and business plan.

The unique advantages, market opportunities and breakthrough points, problem analysis and countermeasures of the project, and how to maintain the competitive strategy of sustainable development in input, output and profit prediction.

Risk coping strategy (6M method) Factors to be considered in establishing entrepreneurial goals

Commodities: What are the most important benefits of the goods and services to be sold?

Market: Who will be affected?

Motivation: Why do they buy, or why don't they buy?

Information: What are the main ideas, information and attitudes conveyed?

Media: How to reach these potential customers?

Measurement: What criteria are used to measure the communicated results and expected goals? The best combination of professional and technical personnel in business planning team.

related notion

The first c is the concept of concept. This concept means: in the plan, write so that others can know what to sell quickly.

After you sell something, who are you going to sell it to and who are your customers? The scope of customers should be clear, for example, all women are customers, can women over 50 use it? Are people under five also clients? Where is the appropriate age group should be clearly defined.

The third is competitors. Has anyone ever sold anything? If someone sells it, where is it? Is there anything else to replace it? Are these competitors directly or indirectly related to?

Then there is the ability. Can you understand what you want to sell? For example, if you open a restaurant and the master refuses to do it, can he cook if he can't find anyone? If you don't have this ability, at least your partner should be able to do it, or have the ability to appreciate it, otherwise it is best not to do it.

The other is capital capital. Capital can be cash or assets, something that can be converted into cash. Then it is very clear where the funds are, how much, how much is their own, and how much can be borrowed.

The last one is continuity and sustainable management. What are your plans for the future when you do well in your career? As long as you master these six C's at any time, you can check and correct them at any time, and you are not afraid of missing anything.

Model plan

I. Market analysis

For a long time, due to the low living standard, domestic residents have little consumption of small household appliances with "kitchen" and "bathroom" as the main service objects. According to statistics, there are only three or four kinds of small household appliances in cities and towns in China, while the statistics in Europe and America are as high as 37 kinds. According to statistics, at least 2.6 million families move into new houses in China every year. With the improvement of people's living standards, the increasing attention to "kitchen" and "bathroom", and the accelerated popularization and upgrading of small household appliances, it will certainly hatch an amazing market driving force, and the market development prospects of small household appliances are very broad. In the next two to three years, China's small household appliances industry will enter a golden stage of development, and the annual growth rate of market demand may exceed 30%.

At present, there are only two kinds of small household appliances for bathroom heating: Yuba and heater. At present, there are 376 enterprises producing yuba in China, and the domestic sales volume of 200/kloc-0 is expected to be 4 million units, 5.5 million units in 2002 and 7 million units in 2003, with sales exceeding 65.438 billion yuan. Among urban families, the ownership rate of Yuba is less than15% (in 2004), and the recognition rate of domestic consumers to Yuba is 82%, so the market space is huge.

Yuba occupies an absolute advantage in bathroom heating equipment, among which Aopu's sales in 2004 was 260 million yuan, ranking first in the market. At present, the manufacturers of Yuba and heater are mostly concentrated in Zhejiang and Guangdong, but most of them are small factories, mostly imitation or OEM production, and their independent research and development ability is not strong.

In the Yangtze River valley of our country, most houses have no heating, so bathing in winter has always been a big problem. Although there are yuba and heaters, people expect a simple and effective heating appliance. According to my investigation, people's impression of this product is still good, and the market potential is huge.

Compared with Yuba and heater market, the sales market of this product is at least 50-65.438+0 billion yuan.

We can take advantage of patented technology to quickly occupy the bathroom heating equipment market and establish our own brand and sales network.

(The above data are from Consumer Daily and China Household Electrical Appliances Association)

Second, our goal.

Our goal is to follow the example in 2006, enter the market and develop agents at or above the prefecture level 10- 15, with sales of more than 2 million, 5 million in 2007 and 20 million in 2008, and the profit rate will remain at 30%-50%.

Third, the use of funds.

Because this product has never been on the market before, the preliminary cost of sample trial production and mold development is relatively large, estimated at10-150,000 yuan;

Various certificates, licenses and trademarks: 50,000 yuan;

Company establishment, related office supplies procurement, personnel recruitment, company website, etc. : 65438+ ten thousand yuan;

Rent, utilities and personnel salary (half a year): 1.5 million yuan;

Exhibition and advertising fee: 654.38+10,000 yuan;

Cost of small batch production (5000 tablets): 200,000-250,000 yuan;

Working capital: 200,000 yuan.

Total: 6,543,800 yuan+0,000 yuan.

Fourth, product cost and profit analysis

In order to save costs and reduce investment risks, early small batch production was mainly outsourced, and production equipment was not purchased for the time being. This product mainly includes: barrel body, cover, heating plate, leakage protector, dry-burning protector, switch, steam regulating plate, base and sealing ring. Among them, the heating plate 7-8 yuan, the leakage protector 12 yuan, the dry-burning protector 1.5 yuan, the switch 0.5 yuan, and the rest are plastic parts at the price of 15 yuan. In addition, the total cost of product packaging, wiring screws and freight is below that of 40 yuan.

The wholesale price is tentatively set in 80 yuan, and each Maori 40 yuan. It is estimated that the investment can be recovered in two years, with a slight profit.

(The above data are the spare parts dealers under investigation, which may float downwards. )

Verb (abbreviation of verb) sales prospect

At present, there is no similar product on the market, and the sales pressure of the product is relatively small. It is suggested to use the ready-made sales network of electrical wholesalers around the country to carry out agent sales. At present, we have contacted a number of businesses and initially reached a sales intention.

Intransitive verb cooperation plan

This patent project is a non-service invention, and the patent right belongs to the individual. The specific mode of cooperation shall be decided by both parties through consultation.

Seven, raw material supply plan

Can be produced outside, no special requirements.

Eight. The future of the project

Because this product is easy to manufacture and the threshold is not high, it is inevitable to be copied. In addition to strengthening anti-counterfeiting efforts, constantly upgrading products is also a necessary means to expand the market. At present, two samples have been developed, and 3-5 new products will be launched next year. With the upgrading of products, we will be able to gain a firm foothold in the market.