第一个经营计划(1)

JuneFletcher1TheFirstBusinessPlanMBA-EntrepreneurialManagementJuneFletcher2PurposeofBusinessPlanningAssistinginraisingmoneyFindingouttheunknownPractisinganalysisandpresentationBuildingateamClarifyideasCalculatinghowmuchmoneyisneededSetting&monitoringobjectives&targetsAssessingfeasibility&viabilityAppraisingqualityofmanagementEvaluatingsecurityversusriskMANAGERSLENDERS/INVESTORSOWNERSOn-goingreviewMajordecisionsBusinesspurchaseStart-upWHEN?WHO?WHY?JuneFletcher3PrincipalMotivationForDevelopingABusinessPlanWhatwasthemainreasonbehindtheneedtodevelopabusinessplan?05101520253035TomonitorbusinessperformanceagainsttargetsTosecurefinanceToestablishthebusiness'viabilityToformaliseideas&objectivesToformalisemarketingstrategyToestablishapricingpolicyTotakeonnewpartnersToestablishcontrol%ofresponses(CriticalResearchLtd,February,1996)JuneFletcher4TheInitialBusinessPlan•Informsoutsidersofyourintentions.•Guidesyourearlymonthsoftrading.•Mustshowinvestorstheexpectedrateofreturnandthatthereisagoodchanceofbeingpaidback.•Mustdemonstrateyourmanagerialcompetence.•Mustassessthestrengthsofyourteam.•Mustdemonstrateagoodmarketforyourproductorservice.•Focusesuponcriticalsuccessfactors.•Should“grabtheattention”ofthereader.JuneFletcher5TheWrittenPlan•Executivesummary•Descriptionofbusiness•Personnel•Marketing•Operations•Humanresources•Capitalresources•FinancialstatementsJuneFletcher6DefiningtheMarketConsumerMarket•intermsofage,sex,familysize,income,maritalstatus.•importanceofsocialclass.•importanceoflocalarea.•likelyusagerates.•importanceoflifestyle.•importanceofprestigeandimage.•customers’preferredpointofsale.•balanceofpriceversusfeaturesgivingvalueformoney.IndustrialMarket•typeofindustry.•sizeofpotentialcustomers•requiredfrequencyofdelivery.•pricesensitivity.•after-salesserviceand/ormaintenance.•specialcharacteristicsofmarketandexistingsuppliers,ifany.JuneFletcher7WhyWillCustomersBuy?Whatarethecustomersneedsandwants?TheOfferPackage:-–appearance;•colour,packaging,style,materials.–deliverytime;–maintenance;–performance;•speed,reliability,noise,vibration.–quality;•“valueformoney”SourcesofdifferentiationRemember:-customersrarelyactrationally;emotionandperceptionmattersignificantly.JuneFletcher8WhatQuantityWillCustomersBuy?•Marketsize:–segmentation,share,volumeandvalue.•Marketstructure–distributionchannels,howdoestheproduct/servicereachthecustomer?•Marketcompetition–(seenextslide)•Markettrends–historicaldevelopments,predictedfuturechanges,responsetouncertainty.•Marketinvestment–timeandmoneytoachieveviablesaleslevels.JuneFletcher9MarketCompetition•Whoareourpotentialcompetitors?•Howmuchdotheysell?•Howhavetheyperformedrecently?•Howaretheyorganised?•Howdotheysell?•Whoaretheirmaincustomers?•Whatistheirpricingpolicy?•Docustomerswantsomethingwhichtheydon’tprovide?JuneFletcher10MarketResearch•Marketbreak-down–sizeofmarketoverall,sizeofsegment,ourlikelyshare•Marketbuild-up–customerspurchasesxnumberofcustomers•deskresearch–directories,literature,surveys,Internet•primaryresearch–interviews,questionnaires,testandtrialsRemember:-BeSystematicandLogicalJuneFletcher11EvaluatingBusinessPlansCriteriasometimesusedbycommercialbanks:C.A.M.P.A.R.I.CharacterAbilityManagementPurposeAmountRepaymentInsuranceP.A.R.S.R.PersonAmountRepaymentSecurityRewardJuneFletcher12PresentingtheBusinessPlan•Identifywithaudience•Keepitshort•Catchattention•Confidentbutnotpresumptive•Bepassionate•Maintaineyecontact•Clearvisualaids•Allkeypersonnelpresent•Givedemonstration•Anticipatequestions•Practice,practice,practiceJuneFletcher13SmallFirmOwner-managerAttitudesTowardsExternalSourcesofFinance87%10%78%87%0%10%20%30%40%50%60%70%80%90%100%BankisSupportiveofBusinessDeterioratingRelationshipwithBankRangeofExternalFinanceSatisfactoryGovernmentCoulddoMoretoHelp%respondentsSources:AlexLawrie&BCCJuneFletcher14WheelofFinanceInstitutionalfundsGrantsPublicfundsPrivatefundsPersonalcontributionsBanklendingTechnologyfundingAwardsREGLocalauthorities&developmentagenciesInnovationgrantSponsoredawardsSMART/SPURR&DcollaborativeprojectsSeed&developmentcapitalVenturecapitalStandardproductsECloansSpecialschemesBusinessangelsCorporateventuringPartnershipsRSASFLGSNatWestBankJuneFletcher15UseOfExternalSourcesOfFundingSourceoffinanceAllMicroSmallMediumLargerOlderNewerStable/DeclineMediumGrowthFastGrowthManfctrService%receivingfrom:Banks83.780.584.185.790.185.481.882.484.787.485.681.6VentureCapital6.52.47.113.46.35.57.44.86.08.37.55.4HirePurchase/Leasing44.633.350.346.241.450.338.838.151.047.848.340.4Factoring6.03.77.37.63.64.17.47.34.55.46.25.8Customers/Suppliers8.59.87.77.69.98.28.711.77.48.38.98.1Prtners/wrkngshrhldrs19.524.617.425.213.515.323.715.418.423.715.024.5Otherprivateindividual5.69.44.93.41.82.58.44.03.37.64.17.2Othersources9.78.19.311.814.69.410.09.59.310.18.910.6Mean%shareby:Banks60.660.859.160.168.964.656.663.562.158.562.558.4VentureCapital2.91.03.45.22.62.43.42.62.43.73.12.8HirePurchase/Leasing16.013.918.312.612.717.514.613.418.116.818.213.4Factoring3.52.24.14.22.42.24.53.92.73.13.33.7Customers/Sup