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1、http:/ 留学生论文专业定制代写网站留学生essay写作一个示例业务计划模板Executive SummaryThe executive summary of the business plan should summarise in such a way that the sections hang together all that has been included in the ensuing chapters. It should be a distillation of the plan itself following the same order and pattern o
2、f the plan itself so that the reader may easily refer to a chapter for more detail if need be (Jenkin 2014). Depending on where the business currently stands perhaps a start up or an established business looking to expand, the executive summary should highlight where the business is, where it needs
3、to go, why it needs to go there, what it needs to get there and what can be expected to happen when the business does achieve its startup goals or expansion goals (SBA, 2015).The BusinessIf the business is an established business, this section should detail the current position of the business. This
4、 should include the product mix offering, the customer segments or groups to which it is offered, the current financial position of the business, the current goals and objectives of the business (which should be Specific, Measurable, Attainable, Relevant and Time-limited), the current strategy of th
5、e business (i.e. the competitive advantage of the business) and finally how it currently utilises its resources (Evans, 2010).Where the business plan is for a start up this section should set out what the goals and objectives of the business would be again making sure that they are specific, measura
6、ble, attainable, relevant and time-limited. Furthermore this chapter should summarise the proposed product mix to be offered and the proposed customer segment or groups to whom it would be offered. The product mix must be presented in terms of its benefit to the proposed customer segments (Evans, 20
7、10).Market DemandThis chapter essentially details the results of the market audit or market research that should be carried out. The result of the market research presents the platform in which the markets can be defined; that is divided into segments, the target market is identified and the product
8、 offering is positioned (Barnett, 1988).The first step thus is researching the market and business environment (Barnett, 1988). One way of determining market size is by adding the turnover of potential competitors (Evans, 2010). This can be done using a PESTLE analysis. A PESTLE analysis gives an ov
9、erview of how key drivers such as the population, economic, socio-economic, technological, legal and environmental factors affect the market size and capability (Kotler and Keller, 2012).For example, if a start-up plans to begin the manufacturing and sales of a new smart phone in the UK, the populat
10、ion and the percentage of the population that uses a smart phone gives an estimate of the market size of smartphones. The population can be further broken down into age and sex segments to further narrow down the target in terms of the age brackets and sex of the market this will inform the position
11、ing of the product and the identification of the target market (Hooley et al, 2012). As can be expected a larger market size would be preferred (Kotler and Keller, 2012). The economic and socio-economic factors of the business environment or the market gives insight into the purchasing power of the
12、market again this should inform the target market and the positioning of the product. For example, if the economy is generally bad, consumers may not be willing to make high end purchases. Similarly, if the gross domestic product of a country is low, high-end products may not be suitable for the mar
13、ket. The technological, legal and environmental factors also affect the capability of the market to make a purchase or how the market now makes a purchase. In the smartphone example, perhaps it has become a trend that consumers now prefer “greener” phones, or the government has passed a law limiting
14、 the number of mobile phones one person can have or technological advancements now influence the kind of smartphones consumers want or the methods in which they purchase these smartphones perhaps they now make more purchases online than they do in brick and mortar shops.The information required to c
15、arry out this analysis can be found via the internet on sites such as Office for National Statistics UK which provides statistics on the population, the ratio of men to women across different ages and how much per household is earned in the UK amongst other relevant information. Alternatively or in
16、addition, a customer survey using questionnaires may prove quite useful in determining the preferences of the market.Having identified the market size, the next step would be to segment the market and identify the market in order to shape the product and value offering. The market can be segmented by geography, demography and behavior (Kotler and Keller, 2012). Having segmented the market thus, one of these segment
