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1、Page 0,Business Plan Business Plan Business Plan ,Page 1,Business Plan,Business Plan ,Page 2, Business Plan 8 . 1) / (Product/ Service) 2) (Market and Competition) 3) ( Marketing) 4) Business System 5) (Organization and HR) 6) (Opportunities and Risks) 7) (Implementation Schedule) 8) (Financial Plan
2、ning), , Business Idea ( ) (detailed plan) .,Business Plan ,Page 3, KFS(Key Factor for companys Success) , (Satisfied Customers) (ex) “ 200 .” (X) “ 25% .” (X) “ 25% .” (O) . (value proposition) (unique value) ., / ? ? ( Needs ?) Idea unique ?,Key Question, Business Idea , (Clear Customer Value),Pag
3、e 4, (Market of adequate size), / ( , , ) , ? ? ? ? ?, Business Idea (), , , , ,1,2,3,4,Page 5, idea / business system 4 innovation , (Microsoft), (Netscape), (Dell),Business System,/, Business Idea (), (Sufficient degree of innovation),Key Question, / ? Business System ?, , , , ,1,2,3,4,Page 6, ( ,
4、 / ) ( Cash Flow ), , , , ,1,2,3,4, Business Idea (), (Feasibility and Profitability),Key Question, Idea ? Idea ? Gross Margin ? ? ? ? Cash Flow ?,Page 7,Business Plan Business Plan Business Plan ,Page 8,Business Plan Business Plan Business Plan , (Summary) / (Product/ Service) (Market and Competiti
5、on) (Marketing) Business System (Organization and HR) (Opportunities and Risks) (Implementation Schedule) (Financial Planning),Business Plan ,Page 9,“Writing a business plan forces you into disciplined thinking, if you do an intellectually honest job. An idea may sound great, but when you put down a
6、ll the details and numbers it may fall apart.”,Business Plan (start-up, venture company ) Venture Capitalist . , project ., , project project ,Business Plan ,Business Plan ,Page 10, (Clarity): Business Plan () (Objectivity): Data (Simplicity): (Consistency): , , , Contents, Business Plan , , : /: /
7、, : : : Business risk Business ,Page 11, Business idea / 510 Check , (decision maker) Business Plan , 4 Business idea / Customer value , , . (Describe your business idea as clearly, compellingly, and concisely as you can), (Summary),Page 12,/ / / / ()/ ( )/ ( )/ () .,“If you dont know what the custo
8、mer value is, the whole thing is a waste of time.”,Business Plan / / ,/ , (Customer Value) / Business Plan / . / ,Page 13, ( ) ?,/ , ?, / , , ?, (Customer Value), / ?, ?, / ? ( / Value ?), / , / ?,Pilot Test Survey / ? ( ?), ?,/ ?,/ ?,/ ?,Yes,No,Check List (/),Page 14, (Market size and growth) , , (
9、ex. , ) , , (Hypothesis) , fact (, ), ,“If there is no competition, there is probably no market.”, (Market and Competition),Page 15, (Build on solid foundation): , ( data) (Think logically): , (assumption) (Compare your sources): (, , ) (Be creative): (Check for plausibility): , (Market and Competit
10、ion) (),Page 16, (Market Segmentation) - - , 3 1) (Measurability) 2) (Homogenous-within) 3) , , , : , / (), : , , , , , : , , , , : (, , ) , : , , : (; digital, analog) : / , : , , (Market and Competition) (),Page 17, (Competition) value, , , , , cost , , / intangible asset market positioning positi
11、oning: / (position) (ex. , ) positioning Map (),低,高,低,高,低,高, ,低,高,低,高,低,高, (Market and Competition) (),Page 18, , / , , , trend , , , , , , , (, Intangible) , , (, , ) , , , ,Check List ( ),Yes,No, (Market and Competition) (),Page 19,Price () / ( cost ) / . , . , (Penetration Strategy) (Skimming Str
12、ategy) , , ,/ / , . , / , (ex. Netscape, Explorer) , ,“Marketing is far too important to be left to the marketing department.”, business launching marketing , 4Ps (Product, Price, Place, Promotion) . (Product / ), (Marketing),Page 20,/ . , / , , , , , , / . , . . 1) (Third-party Retailers) : 2) (Out
13、side Agent) : ( ) (commission) 3) (Franching) : / (ex. McDonalds, Seven-eleven) 4) (Wholesalers) : 5) (Stores) : 6) (Own sales staff) : 7) Direct Mail : 8) Call Center : 9) Internet : Internet , (Marketing) (),Place (),Page 21,Promotion ( ) / (attention) , , , marketing communication , / , Need 1) (
14、 Classic Advertising) : , , TV, 2) Direct Marketing : mail, marketing, internet 3) PR (Public Relations) : , , 4) , (Exhibitions) 5) (Customer Visits) Promotion Promotion / focusing , (Marketing) (),Page 22,/ , (Promotion), , / , (Price), , cost , (Place), , (, ) ,/ Launching , ,/ , ,Check List (),Yes,No, (Marketing) (),Page 23,Business System / / .,Business System Value Chain, Make or Buy , .,Value Chain / (
