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商业计划书－英文商业计划书通用模板
BUSINESS PLANBillion Team International Investment Ltd.
Unit I 3/F
Good Harvest Ctr 33 On Chuen St. Fanling
Hongkong
0852 26826421
(86)027 87389766
[Your Name]
[DATE]
TABLE OF CONTENTS
Executive Summary..........................
Management..................................
[Company] History...........................
[Product/Service] Description.............
Objectives..................................
Competitors................................
Competitive Advantages...................
Innovation..................................
Pricing..................................
Specific Markets..................................
Growth Strategy....................................
Market Size and Share..........................
Targeting New Markets.......................
Location..................................
Manufacturing Plan................................
Research & Development......................
Historical Financial Data........................
Proforma Financial Data.........................
Proforma Balance Sheet.........................
Cost Control..................................
Effects of Loan or Investment...............
Attachments..................................
Executive Summary
[My Company] was formed as a [proprietorship, partnership, corporation] in [Month, Year] in [City, State], by [John Doe] in response to the following market conditions:
[Startup, growth] opportunities exist in [Product/Service].
The need for use of efficient distribution and financial methods in these overlooked markets.
[I/We] have several customers who are willing to place large [orders,contracts] within the next three months.
Several other prospective [customers/clients] have expressed serious interest in doing business within six months.
[I/We] previously owned a company that was active in the widget markets. Over the past few years I spent much time studying ways to improve overall performance and increase profits. This plan is a result of that study.
The basic components of this plan are:
<Product>
1. Competitive pricing
2. Expand the markets
3. Increased advertising
4. Lower our unit costs,
5. Thereby achieving higher profits.
<Service>
1. Sign contracts
2. Increased advertising
3. Increase office staff
To this end, [I/we] need investment from private individuals and/or companies. A total of $XXX is being raised which will be used to finance working capital, plant and equipment. The company will be incorporated and common stock issued to investors. &nb
sp;The company will be run as a [proprietorship, partnership, corporation].
Financial Goals
Year 1
Year 2
Year 3
Sales
$1,000,000
$1,400,000
$1,600,000
Net Income
$25,000
$250,000
$375,000
Earnings per share
.01
.12
.14
Management
[Name]
[Title]
[Experience]
Sales growth from zero to $1,000,000 in five years.
Led market in market share - 30%.
Formulated advertising budgets & campaigns.
Pioneered new distribution channels.
Established national sales force.
Established national repair & service centers.
Brought new and innovative products to the market.
Designed point-of-purchase materials.
[Education}
University of Boston
Boston, MA
B.A. - Computer Sciences
Short Biographies
President
John Q. Doe, Chief Executive Officer, and Director since February 1988 and President since January 1990. Mr. Doe was the founder and Chief Executive Officer of the original operating company known as Random Excess, Inc. He has had experience in the widget field with his own firm, John Doe Co., of Oshkosh (Wisconsin), from 1980 to 1987. This firm was sold to FatCat Widgets, Inc. in 1987. Mr. Doe has held a sales position with U S West Inc. since then. Mr. Doe graduated from the University of Colorado in 1981 with a bachelor’s degree in philosophy. Mr. Doe is employed by the Company on a full-time basis.
Chief Financial Officer
Richard Roe, CPA, Chief Financial Officer, Treasurer and Director. Mr. Roe joined Random Excess, Inc. in December 1988 as a corporate controller and was named Chief Financial Officer in July 1989. Mr. Roe was appointed Treasurer and a Director in July 1990. He served as corporate controller of XYZ Lumber Company from August 1981 to December 1988. Mr. Roe graduated from Metropolitan State College in Denver, Colorado in 1976 with a bachelor’s degree in accounting. Since 1979 he has been licensed as a Certified Public Accountant in the State of Colorado and is a member of the American Institute of Certified Public Accountants. Mr. Roe is employed by the Company on a full-time basis.
Vice President
Joe Dokes, Secretary, Executive Vice President and Director. Mr. Dokes supervises the company’s sales and implementations to its largest corporate customers, including US West, Great West Life Insurance, etc. Mr. Dokes has served as Secretary and a Director since February 1988, Vice President of Ope
rations from February 1988 to December 1988, President of the Company from December 1988 to January 1990 and Vice President of Contract Sales since January 1990. He has been involved since 1986 with the private company originally formed as Random Excess, Inc., where his duties included managing the purchasing and sales department. From November 1984 to May 1986 he managed the sales department at Integrated Management Systems, Inc. From June 1983 to October 1984 he was a buyer for Adams County, Colorado, School District 50. Mr. Dokes attended Oklahoma State University in 1980 and 1981 and Trinidad State College in Trinidad, Colorado in 1981 and 1982. He did not receive a degree from either university. Mr. Dokes is employed by the Company on a full-time basis.
Vice President
Sally Seaugh Vice President of Marketing. Ms. Seaugh has been the Company’s Vice President of Marketing since November 1988. From September 1986 to October 1988 she was involved in business development and marketing for United Bank of Aurora (Colorado). From February 1980 to August 1986 she was self-employed as an independent oil and gas landman. Ms. Seaugh graduated from the University of Denver in 1974 with a bachelor’s degree in Education. She is employed by the Company on a full-time basis.
Responsibilities
John Q. Doe, Chief Executive Officer - Responsible for entire operation. Oversees management function and all other executives.
Salary - $60,000.
Richard Roe, CPA, Chief Financial Officer - Responsible for financial operations, accounts payable, accounts receivable, interaction with auditors, investor relations. Salary - $40,000
Joe Dokes, Executive Vice President - Responsible primarily for sales and sales support.
Salary - $35,000
Sally Seaugh Vice President of Marketing. Responsible for marketing, human resources and training.
Salary - $30,000.
Total Executive Compensation
$165,000.
[This Page is for an Organization Chart, if applicable.]
[Company] History
In [Month, Year] [I/we] formed a [Product/Service] company that manufactured start-of-the-art complex widgetry. This company was located in [City, State]. [I/we] formed this company as a [proprietorship, partnership, corporation]. Others involved in this business were: [names].
The main goal of this company was to [explain].
Financing was arranged through [home equity loans, savings, venture capital, friends and family, etc.] [Explain terms, rates and ability to repay.]
This venture was very successful in generating and increasing sales, but was not effective in achieving profitability. The main reason for this was the amount
of actual overhead experienced. This overhead was not initially anticipated by me at the beginning of that venture. Items including credit checking, warranty program management, extensive travel, maintaining warehouse stock and the management and expense of a national sales force were expenses not originally forecast or expected. With this level of overhead, it was mathematically impossible to achieve profitability.
or:
This venture was very successful in generating and increasing sales, as well as effective in achieving profitability. This was due to the following reasons:
[Reason 1}
[Reason 2]
[Reason 3]
OR:
[My Company] was recently conceived and is still in the beginning stages. To this point the following has been accomplished:
§ A team consisting of [list names and primary responsibility. (i.e John Doe - Marketing) has been formed.
§ A prospective [customer/client] list has been drawn up.
§ Strategy meetings are being held every Monday, Wednesday and Friday evenings.
§ This business plan has been drawn up.
[Now link the past to the future - why a former company will lead into this one or how your present company and history will lead into any future plans. A short paragraph should suffice.]
We are now able to adequately address the markets we have targeted. We have adjusted our staff, redirected our advertising and sales force, and have added the products necessary to meet the needs and expectations of our customers.
[Product/Service] Description
[My Company] intends to offer [product/service]. This [product/service] offers our customers the best possible solution as it:
<Product>
§ Offers the lowest price on the market
§ Is the most technically advanced
§ Offers more useful features
§ Saves them time and money
§ Offers our users better value per dollar spent
§ Provides an alternative way to achieve a similar task.
<Service>
§ Provides a service which is not presently available in this area.
§ Is strengthened by a team with combined experience of XX years.
§ Saves them time and money
§ Provides an alternative, cost effective way for them to realize a similar goal.
We have a [copyright, service mark, trademark] or [exclusive agency, marketing rights] for this [product/service]. This agency will last until XXX at which time it may be extended for XX years or terminated. This agency agreement is cancelable upon XX days written notice.
<Product>
The [product/service] has a useful life of XX y
ears. To distribute this product so that it remains usable for our customers, we must use the following methods of storage and transportation:
1. Overnight delivery
2. Cold storage
3. Incorporate preservatives
4. Shipment within two weeks to distributors.
5. Specially padded boxcars.
Even though the technology used to create this product is new, we expect that others will be able to substantially reproduce our patented results within XX years. To remain on the leading edge of this product, we will need to devote approximately XX% of revenues toward research and development. Also due to the fast changing nature of this industry, we will need to retrofit these machines within XX years at customer expense. Our manufacturing plan has considered this.
<Service>
[If general service to be offered is not obvious, such as carpet cleaning, sales rep, lawn care, consulting, etc. explain what service is. Then give a detailed description of your particular service and its uniqueness.]
Short Examples:
1. Our carpet cleaning machinery is state-of-the-art.
2. Our consulting practice will address these specialized areas: [list]
3. We will only rep these specific product lines. [list]
Even though at this time our expertise is unique in the marketplace, we expect advances to be made and competitors to arise and offer similar services. We will meet this challenge by:
1. Hiring staff specialized in these new areas.
2. Increase our continuing education and training expense.
3. Adding complementary lines.
4. Make regular investments in new equipment.
Objectives
Long Term
[My Company] believes very strongly in technical, financial, business and moral excellence. To secure a stable future for all those connected with [My Company] we have set the following long term goals:
Present market is estimated at $XXX. Our goal for market share is XX%.
We want to be considered by our peers to be the market leader in sales as evidenced by:
Trade industry awards
High end of scale in financial ratios
Major market share
Technical excellence (awards, honors, etc.)
Community involvement (Rotary, United Way, etc.)
Short Term
Market share goals -
1. First Year XX%
2. Second Year XX%
3. Third Year XX%
4. Fourth Year XX%
[Decrease, Maintain] costs through acquisition of new plant and equipment. Increase productivity by investing in employee training and education.
1. Budget for complete computer training for appropriate applications.
2. Set up, Maintain] emplo
yee benefit program for continuing college education.
3. Budget for necessary seminars and/or continuing job-specific education.
4. Maintain state-of-the-art accounting system for careful tracking.
5. Monthly reports on financial status vis-a-vis the industry.
6. Aggressive recruitment of the best technical staff in the industry.
7. Support company involvement in various local and national charity events.
Competitors
Name
Address
City, State
Strengths:
§ Location - next door to supplier factory, on major artery, close to terminal, etc.
§ Pricing - Low cost producer, known for aggressive pricing policy.
§ Delivery - ships overnight to anywhere in the world.
§ Management - Everyone has an MBA from Harvard.
Weaknesses
§ Service - takes more than 3 months to receive spare parts.
§ Dedication - If it’s sunny, they’re on the golf course or ski slope.
§ Machinery - Slowly approaching obsolescence unless replaced within six months.
§ Overhead - Spend lavishly on corporate dining room, limousines and champagne.
Competitive Advantages
<Product>
The distinctive competitive advantages which [My Company] brings to this market are:
Experience in this market. [I/we] have XXX years of hands-on experience in this industry.
Sophistication in finance and distribution. This results in my being the low cost supplier in these price sensitive markets.
The philosophy of [My Company] is to price not just according to our costs, but also according to what the market will pay.
Our targeted minimum gross profit margin for a category must be XX%.
By pricing to the market, [I/we] will achieve higher sales and therefore increase my buying power. As the amounts of my purchases increase, my per unit costs of shipping decrease and [I/we] will achieve higher discount levels from my suppliers. Through these economies of scale, many items currently on the market can be sold with lower prices, yet a higher net profit.
Product pricing will include a range of quantity discounts as well as an early payment discount.
Rather than being strictly regional, [I/we] will expand into the national market.
To control foreign exchange risks, [I/we] will monitor the markets and hedge accordingly. [I/we] will also use overseas bank accounts.
With those companies with which [I/we] have established a relationship or are known to be financially secure, [I/we] will work on a pre-pay basis. This allows me greater discounts.
A level and policy of Capitalization that will allow
me to fully address the respective markets with comprehensive marketing and customer service plans.
By keeping my overhead low, [I/we] will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities.
A quarterly direct mail campaign directed at both current customers and prospective new customers consisting of an informative newsletter.
A toll-free national 800 number will be used for customer orders and inquiries.
[I/we] will print complete four-color catalogs on a yearly basis. Price lists will be updated as needed. [I/we] intend to be aggressive in trade magazine advertising.
Consideration will also be given to attending trade shows around the country.
With this level of capitalization, should an unexpected downturn occur, [I/we] will be able to continue operations on a positive scale.
Innovation. [I/we] have a history of innovative ideas.
[List your most meaningful ideas and any new ideas you have for the future.]
<Service>
The distinctive competitive advantages which [My Company] brings to this market are:
Experience in this market. [I/we] have XX years of hands on experience in this industry.
Sophistication in management and finance. We are able to run an efficient and lean structure, yet still provide quality service to our clients and customers.
Because of the nature of this industry, we will be able to rent office space in more moderately priced buildings.
As a unique service company, we will be able to keep our margins high, allowing us to provide internal financing for growth possibilities.
A level and policy of Capitalization that will allow [me/us] to fully address the respective markets with comprehensive marketing and customer service plans.
By keeping my overhead low, [I/we] will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities.
Our initial marketing campaign will allow us to book a sufficient amount of business so that we can implement our telephone customer service support program.
Innovation
[I/we] have a history of innovative ideas.
[List your most meaningful ideas and any new ideas you have for the future.]
Summary
Through [my,our] leadership, [I,we] will be able to reduce overhead as a percentage of sales thereby increasing the amount of profit to be retained in the business. Because of our pricing policy, more people will purchase our merchandise thus increasing the size of the market and we will be increasing our market share. What [My Company] proposes to use are just good solid business sense, economies of scale, and the use of efficient financial techniques. This will allow us the following options:
§ increase service
§
increase advertising
§ reduce prices
§ increase profits
§ increase selection
<Service>
Through [my,our] leadership, [I,we] will be able to reduce overhead as a percentage of sales thereby ncreasing the amount of profit to be retained in the business. What [My Company] proposes to use are just good solid business sense, economies of scale, and the use of efficient financial techniques. This will allow us the following options:
§ increase customer service
§ increase advertising expenditures
§ increase profits
§ increase selection of services offered
This plan will give us tremendous flexibility to use any of these options or a mix of them to effectively attack our target markets and meet our long term goals. This combination of experience, sophistication, capitalization and innovation will assist [My Company] as it strives to reach its sales, profit and return objectives.
Pricing
<Product>
Before [I/we] set the price for my complex widgets, [I/we] determined on a unit basis what my costs were going to be. [I/we] then determined what the market price was for the normal widget. At this price it was determined that for all but the lowest sales projections, this product would turn a profit at this price. However, since our complex widgets offer additional features, we felt that we could price it approximately 50% above simple widgets.
To test this price, we called a database of 50 large users of simple widgets. We first questioned them about the desirability of our extra features and then asked them directly if this price would be acceptable if such a product were available. We found that 75% of those polled would be interested in this product. Of this 75%, we received 10 firm orders representing approximately 30% of this group.
OR:
We have determined that the market price is $ XX per unit. This will equal a margin of XX%.
OR:
Our unit cost has been figured at $XX. We need a margin of XX% to pay our overhead and earn a sufficient profit. Therefore, our selling price will be $XX.
<Service>
Before [I/we] set the price for our [service], [I/we] forecast what our fixed monthly costs were going to be. [I/we] then determined what the market rate for comparable services were. At this rate it was determined that for all but the lowest billing projections, this [Service] would turn a profit at this rate.
[Optional, if applicable]
However, since our service is unique and demands a higher level of expertise, we felt that we should bill above othe
r comparable rates.
Specific Markets
Market #1
General History
<Product>
The first widget was introduced into the market in 1036. Widgets remained much as the original production until well into the 20th century when computer modeling showed that there could be some enhancements made to the basic widget. The market for widgets has been generally steady with market growth closely following the typical population growth. At this time there are approximately 1,500 companies worldwide making comparable simple widgets.
<Service>
Lawn care companies have enjoyed a period of steady growth over the past twenty years. This demand is due to many factors, not the least of which is the advance of lawn care technology. In our proposed marketing area, there are 25 lawn care services.
Entry Strategy
<Product>
Our widget has been designed by the latest in computer aided design. We are able to manufacture our complex widgets on computer driven assembly lines using the latest in robotics manufacturing. This gives us a tremendous price advantage.
We intend to market our complex widget through all the normal channels available to simple widgets. These include retail, wholesale, and OEM. To penetrate this market efficiently and swiftly, we intend to initially use commission sales representatives strategically located throughout the USA. We also will start a national advertising campaign targeting the end user in various national publications and on national TV commercials.
Our sales representatives will be chosen based on their own experience in the marketplace. It is our intention to hire the best and the brightest among those currently available. Our marketing tests included many of the reps we initially would like to hire.
<Service>
Over the past few years, we have noticed an increase in demand for full lawn care services - not just grass cutting and snow removal. Our computerized office allows us to track our clients needs and schedule house calls on one hours notice.
We intend to attack this market very aggressively through the use of:
1. A pool of 10 telemarketers.
2. House-to-house visits to neighbors of present clients.
3. Advertisements in upscale magazines.
4. Radio advertisements on weekends.
5. Sales calls on real estate management companies.
As we are offering a unique service, informing the public of our capabilities is of utmost importance.
Growth Strategy
<Product>
After having successfully introduced the complex widget into the American market, our expansion will be in two separate areas: increasing sales in the USA and enter
ing various foreign markets.
After we have reached our first year sales goals, we intend to offer our sales reps the opportunity to sell our products exclusively by joining our company. We expect that a small percentage will desire to remain independent and these will have to be replaced with our own sales force. We intend to develop further sales reps from within by hiring and training them in our own sales methods. We will increase national advertising and begin targeting smaller accounts and specialty outlets. Additionally, we will conduct in house seminars for various OEM’s demonstrating how the inclusion of complex widgetry into their own products will increase the value of their products.
<Service>
After having successfully completed this entry phase into this market in the geographical are we have chosen, we will then expand our market by doing the following:
1. Expand telemarketing pool to 20.
2. Increase number of direct sales reps.
3. Expand into neighboring cities.
Market Size and Share
The American market for [product/service] is estimated at $8 Billion annual sales based on data furnished by XYZ Survey. We estimate that we can achieve XX% market share within XX years.
Marketing data for other markets is in the process of collection.
Other Markets
Use the same format for additional markets.
Targeting New Markets
To continue our growth, we will be using the following methods to expand our markets and to increase our new areas of doing business:
§ Customer contact - find out their needs
§ Look for complementary products
§ Trade shows
§ World Trade Center “Network”
§ U.S. Government trade leads
§ State Government trade leads
§ On-line computer prospecting and qualification (DIALOG, D&B, etc.)
§ Market surveys
§ Research & development
Location
RETAIL EXAMPLE:
This business will be operated at 123 Any Street. This location is desirable because:
1. The traffic flow has been rated at high.
2. The rent is below market
3. The building has the necessary facilities to operate this business.
4. The location is convenient for our customers.
We are renting this building on a XX year lease. We will have renovations costing $XXX based upon three estimates. The building is zoned R-3, commercial use.
OTHER SAMPLE:
This business will be operated at 123 Any Street. This location is desirable because:
1. The building is structurally compatible for our use.
2. The rent is below market
3. The building has the necessa
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