How to write a project investment plan

Overview of business investment promotion

The key to the success of investment promotion is the perfect implementation plan and the actual operation of investment promotion, and some details in this process can not be ignored. The first is the formation of investment team and the cultivation of investment talents. Because there are "three fast and three provinces" in attracting investment ("three fast" refers to the rapid withdrawal of funds, the rapid establishment of market networks, and the rapid delivery of products to terminals; "Three provinces" means saving manpower, material resources and financial resources, and saving time and energy to attract manufacturers. ), one of the "three provinces" is to save manpower. Because the human resources of agents have been used to a great extent, the enterprises that attract investment naturally reduce the pressure on many personnel. It does not mean that enterprises that attract investment do not need to introduce talents or build teams. On the contrary, due to the complexity and triviality of enterprise investment promotion, not only investment promotion personnel need to have rich experience, but also need to have professional quality and an attitude of unity and cooperation. If an enterprise wants to develop for a long time, it should be the most important to cultivate and train the team through attracting investment.

A very good investment promotion strategy has been formulated, but if it is not well implemented or even distorted in the implementation of investment promotion, then everything will be wasted. A passionate, capable and powerful investment team is the key to attracting investment.

The first step is to determine the organizational framework and job responsibilities of investment promotion, mainly to lock in the skills of individual talents and plan the team as a whole. In the long run, investment should be equipped with the following talents:

1, investment manager 1, need to have practical experience in the marketing of the industry where the project is located (especially good at investment operation), know how to plan, be good at management, and have excellent negotiation skills and personality charm.

2. A number of regional investment managers, who are respectively responsible for the work of the project investment area: regional managers should have certain investment operation experience, be good at persuading and encouraging negotiations, and have team spirit, obedience consciousness and overall situation concept.

There are several regional marketing managers whose main responsibilities are to help develop the market and complete the sales. Marketing managers should be honest, diligent, dedicated, have good communication and organizational management skills, and be able to work in other cities for a long time.

4. A number of business assistants, whose main duties are to help front-line investment personnel do a good job in housekeeping (materials, calls and letters, people coming to negotiate, information collection, etc.). ) and conference organization.

5. Copywriting, graphic design, wiring, reception staff and other service personnel.

After the investment team is established, it must be trained. On the one hand, it is also a running-in process to let the team know the project status, products, investment strategy and operation steps through training. Investment training mainly includes the following aspects:

1, project and product knowledge, so that team members have a clear understanding of the project status.

2, communication skills (such as answering the phone, reception language, negotiation skills, manners, etc. ) to cultivate the professional sense of team members.

3, investment expertise (investment process, negotiation skills, answering the phone, matters needing attention, etc. ).

4. Main points of investment promotion (explanation of investment promotion strategy, contract explanation, etc.). ).

After the start of investment promotion, there are many practical tasks. Based on the core concept of products, write investment promotion documents, formulate investment promotion manuals, formulate media release plans, prepare contract texts, and prepare promotional materials for various products and projects. The necessary preparatory work will lay a good foundation for attracting investment. Only by effective communication and mastering the negotiation and control skills of the "renter" can the investment promotion work proceed smoothly.

From the release of the first investment advertisement to the first consultation telephone, investment promotion has entered the practical operation stage. The process from the first call of the "renter" to the signing of agreements between the distributors and agents, the main partners of investment promotion, and the sale of products is the core part of the whole investment promotion work, which directly determines the quality and quantity of investment promotion, and also determines the success or failure of the whole process. The main purpose is to attract good "renters" to join the enterprise system and bring products to the market. In order to attract renters, effective communication is very important.

The whole process of contacting the "renter" in investment promotion is generally as follows:

The first information processing (letters and telephone calls)-the first information reply-the second information processing (the second letter, reply, consultation and negotiation)-the second information reply (information upgrade → selective sending of substantive materials)-sporadic orders from China Merchants Headquarters (door-to-door negotiation and contract signing)-China Merchants conference planning preparation (national conference, regional conference)-release of conference invitations (invitations).

In this process, the first thing to face is the processing and selection of "renter" information. After a good investment advertisement is released, China Merchants Headquarters will face a lot of feedback information. For the first telephone call or letter, the main attention is to classify the "renter" according to the established investment area, record the name, address, telephone number, basic situation and existing problems of the renter, and send the basic information of products and projects (including project introduction) to the other party. In this process, there is no need to make too many explanations about investment promotion to the inquirer on the phone, and there is no need to answer the questions raised by the "renter" in a hurry (mainly In the second consultation process after the lessor has studied the relevant materials, the investment promotion department should selectively introduce the investment promotion situation and product information, and send some content materials that the lessor focuses on according to the sincerity shown by the lessor, so as to invite the other party to participate in the investment promotion meeting.

For some "tenants" who are eager to know the situation, the investment promotion department should have a special person responsible for reception and negotiation, lead visitors to visit the project, understand the operation plan, and avoid losing "franchisees".

Face-to-face communication is still the most intuitive and effective way, and the successful development of China Merchants Association is a key step for "renters" to join. Before negotiating with the "renter", it is very important to prepare some details, such as the layout of the investment office, the working status of the personnel, the reception of visitors, etc., which directly affect the outcome of the negotiation. In the process of communication, we should skillfully convey the following information to visitors.

1, strength: cooperation with the strong can be stronger, and franchisees hope that the enterprise will be strong and relieve worries.

2. Firmness: Firm belief and powerful promotion strategy will make franchisees feel the determination to promote the project. It is the best way to illustrate the strength of the project with figures.

3. Credibility: It is impossible to unite powerful dealers by exaggerating blindly. Sincere and well-founded attitude and maximum consideration for the "lessor" are the basis for the common development of both parties.

4. There are ways: detailed and feasible marketing methods are very attractive to dealers.

5. Benefits: In the final analysis, there must be rich profits for successful promotion, and the benefits left by the project to franchisees should also be considerable.

Signing a contract with the "renter" to collect rent and deposit will bring the overall investment promotion work to an end, and the subsequent sporadic investment promotion work can draw some strength and shift the work center to the comprehensive promotion stage of products.

In the process of attracting investment, we have to deal with a lot of information and participate in a lot of negotiation, persuasion and training. The work content is very trivial, and we will encounter some specific problems in the actual process. Giving good answers to the questions raised by "renters" will greatly enhance their confidence.

Investment promotion strategy

Investment strategy of large commercial real estate

The first part: the principle and preparation process of attracting investment.

Selection of investment objectives

The purpose of enterprise investment promotion is to attract well-known merchants, lease the right to use business premises, and better improve the overall market appeal of the project. Therefore, the choice of investment target should be determined according to market demand and project positioning, and the following factors should be considered specifically:

(a) the market positioning of the project itself;

(two) the consumption of the project location;

(3) The self-owned funds of investors and developers;

(four) the market positioning and development strategy of the proposed investment.

Determination of investment negotiation principles

The purpose of investment negotiation is to make the merchants participating in the negotiation meet the goals and interests of the investment enterprise. In order to achieve this goal, we must determine some basic principles according to the characteristics of negotiations.

(A) the characteristics of investment negotiations

1, universality, diversity and complexity of negotiation objects.

The trading activities of shopping malls are not limited by time and space, and the specific trading conditions of negotiating partners are diverse and constantly changing. This requires the negotiators of the project to collect information extensively around the business scope of the project, understand the market situation, and choose appropriate ways to maintain extensive contact with all aspects of society.

2. Principle and flexibility of negotiation conditions

The investment objective of the project should be reflected in the negotiation conditions. Conditions are flexible, but their flexibility cannot always exceed the minimum, and the limit is the principle that negotiators must adhere to. This feature determines that project negotiators should proceed from reality, without losing principles, and have certain flexibility to ensure the realization of the basic objectives of investment negotiations.

3. Consistency of negotiation caliber

In the negotiation of investment promotion, the negotiation form between the two sides can be oral or written, and the negotiation process often requires repeated contact. This requires negotiators to pay attention to negotiation strategies and skills, and pay attention to the consistency of language expression and written expression. Negotiators should have good eloquence and writing skills, and strong public relations skills.

(B) the principles of investment negotiations

According to the characteristics of investment negotiation, both parties to the negotiation should follow the following principles in order to acquire knowledge and promote the success of the negotiation:

1, adhere to the principle of equality and mutual benefit.

2. The principle of equality and mutual benefit requires both parties to meet each other's needs in the negotiation, fair trade and mutual benefit, which is an important prerequisite to ensure the success of the negotiation.

3, adhere to the principle of credit

The principle of credit refers to the agreement that both parties in investment negotiation must abide by. Paying attention to reputation and keeping promises are the basic professional ethics of businessmen. In the process of negotiation; We should be careful not to make promises easily, but once we make promises, we should fulfill them, ensure that our words and deeds are consistent, and win the trust of each other, so as to embody the spirit of sincere cooperation.

4, adhere to the principle of compatibility

The principle of compatibility requires negotiators to be modest and open-minded, and to combine principle with flexibility in order to better achieve the purpose of negotiation.

Investment negotiation preparation

The so-called investment negotiation preparation refers to the ideological preparation, material preparation and organizational preparation for the negotiation, which mainly includes:

(a) investment promotion is the forerunner of successful investment promotion, and the investment promotion manual is an important part of publicity, which is the basic publicity material for project investment promotion and is related to the image of the project. The manual emphasizes the following points:

1. Establish the commercial property in the core area through the correctness of the site selection of the diamond area project.

2. List the achievements and honors of project investors and developers through facts, and highlight their position in the project location.

3. Investment planning and tenant selection are related to the success or failure of shopping centers. In the process of attracting investment, it is necessary to evaluate each tenant at different levels and predict its business prospects as a guide for store rental.

4. The choice of the first tenant ensures the source of rent.

5. Secondly, we should ensure the integrity of the goods in the shopping center.

6. Thirdly, we should ensure the diversity and comprehensiveness of shopping center management projects.

(2) the basis of negotiation preparation

1. Define the negotiation objectives, including the optimal expected objectives, actual demand objectives, acceptable objectives, minimum objectives, etc.

2, the provisions of the negotiation strategy, including understanding the status of the negotiating object, the focus of the negotiation, the possible problems and countermeasures in the negotiation;

3. Choose the negotiation method;

4. Determine the negotiation period.

(3) form a negotiating team

1, select members of the negotiating team;

2. Make a negotiation plan;

3. Determine the leader of the negotiating team.

Part II: Determine the ways and channels of attracting investment.

Investment invitation mode of commercial real estate projects

1, project fair.

Project fair is the most common form of attracting investment. It is a joint venture, cooperation or introduction project proposed by the investment unit, and it is targeted to negotiate with merchants. Its characteristics are strong pertinence and easy to attract interested businesses. If the impact is great and the effect is good, the organizer can send technical experts to contact the merchants directly.

2. Project kick-off meeting

Project meeting is a common way to attract investment. The project sponsor announces the joint venture and cooperation project to be introduced on a certain occasion, and expounds the characteristics, technology and capital requirements of the investment project in order to attract merchants.

3, economic and technological cooperation and exchange meeting

Economic and technological cooperation and exchange meeting is a high-level and wide-ranging way of attracting investment. Its characteristics are higher level and wider scope. It can be various industries.

4. Investment seminar

Investment seminar is a relatively small form of short-term investment promotion. It is usually a seminar on regional investment strategy, policy, present situation and development trend organized by government departments and economic research institutions. It is characterized by flexibility, namely retreat and pragmatism. Organizers can announce some investment projects, introduce the investment environment and foreign capital utilization policies in the region, and achieve publicity results.

Step 5 visit your home

Home visit is an auxiliary activity, which has obvious investment promotion effect. In addition to sending investment teams or holding rally-style investment promotion activities at home and abroad, investment promotion units also visit multinational companies, investment consulting companies, accounting firms and other intermediaries to publicize the investment environment, introduce investment projects in detail and discuss outstanding issues. It is characterized by strong flexibility, strong pertinence and harmonious atmosphere, which is easy to arouse the interest of respondents.

The third part: the formulation of negotiation strategy.

Clarify the purpose of the negotiation

The purpose of investment negotiation is the main goal or theme of investment negotiation. In the whole business negotiation, all the work of business negotiators should be carried out around the purpose of business negotiation.

After the purpose of investment negotiation is determined, it is necessary to determine the specific objectives of investment negotiation; After reaching each specific goal, we can achieve the main goal of investment negotiation, that is, the purpose of investment negotiation.

The objectives of investment negotiation can be divided into three levels:

The goal of the first level is the goal of the highest level. If the goal of this level can be achieved, the whole investment negotiation can be described as a complete success;

The goal of the second level is to basically achieve the recognized goal. If the goal of this level can be achieved, the whole investment negotiation can be said to be basically successful;

The third level goal is the minimum acceptance goal. If the goal at this level can be achieved, the whole investment negotiation can be said to have reached the most basic requirements.

The purpose of investment negotiation is the best interest goal to be pursued in investment negotiation.

While determining the target of investment negotiation, we should also determine the location of investment negotiation. The location of investment negotiation has a great influence on the success of investment negotiation. Therefore, when determining the location of investment negotiation, we should be cautious and consider the following issues: the strength comparison of the negotiating parties, the number and characteristics of optional locations, the relationship between the parties and the possible expenses.