商业计划书基本内容英文版.docx

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