商業計劃書範例

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　　一、生產分析

這部分主要包括以下內容：

1. 新產品的生產經營計劃;

2. 公司現有的生產技術能力;

3. 品質控制和質量改進能力;

4. 現有生產設備或將要購置的生產設備;

5. 改進或購置生產設備的成本;

6. 現有的生產工藝流程

研發階段，例如：

Much of the time and effort at (Company) during the past XXX year period has been spent on research and XXX product/process development.

生產製造，例如：

The process used to produce (product) begins with XXX (full description).

產品性能，例如：

The acquisition cost for land and improvements is $XXX which will be allocated in XXX increments.

關於設備，例如：

This equipment is used in the processes as described and configured above to ensure yield, lead-time, and costs are sufficient to provide projected gross margin.

　　二、市場策略

市場營銷策略極富挑戰性，投資者希望瞭解公司的產品從生產到大最終用戶手中的全過程，因此這部分應該包括以下內容：

1. 營銷機構和營銷隊伍;

2. 營銷渠道的選擇和營銷網絡的構建;

3. 廣告策略和促銷策略;

4. 價格策略;

5. 市場滲透與開拓計劃;

6. 市場營銷中意外情況的應急對策等。

價格制定策略，例如：

The prices for our products /services are determined first and foremost by XXX (competition, costs, suppliers, manufacturers, package deals).

關於折扣，例如：

We can take advantage of volume purchases by XXX.

關於直銷，例如：

The majority of sales will be through direct sales by the (Company) sales staff. (Company) anticipates hiring XXX additional sales representatives to (cover additional territories, retailers, distributors, markets, sell specific products /services).

銷售渠道，例如：

By operating within these distribution channels in this manner we feel that we can maintain control of our market. In addition, we can generate growth at a reasonable pace and obtain excellent sales results.

關於顧客服務，例如：

Another service to add value is to provide warehousing of customer inventory. This allows us to book larger orders and provide faster order response.

　　三、市場分析

這部分內容包括行業分析、市場分析和競爭分析。行業分析包括企業所在行業概述、對行業發展方向的預測、對驅動因素的分析。市場分析的核心內容是在市場細分的基礎上確定目標市場。要讓投資者瞭解市場的規模有足夠大的贏利空間和發展空間;知道市場有良好的發展前景，即所確定的目標市場在未來將會長生不衰。競爭分析中要對全部競爭產品及競爭廠家作出描述與分析。尤其要分析這些競爭對手所佔有的市場份額、年銷量與銷售收入，以及他們的財務實力。此外還要對自己產品所具有的優勢作分析，對未來市場變化趨勢作預測。

介紹目標顧客購買的原因，例如：

It is easy to understand why the principal buying motives are XXX because XXX.

介紹項目標顧客的特點，例如：

Young Married Couples

Age: 35-55

Income: Medium to high

Sex: Male or Female

Family: Married or no children

Geographic: Suburban

Occupation: White collar

Attitude: Early adapters

描述產品的競爭優勢，例如：

The ability to XXX (what it can do) is unique to this product/service, and our research indicates that its performance is superior to anything else on the market today.

對競爭產品做對比，例如：

Companies with competitive products/services in this market are XXX. XXX (competitor) products only operate in a XXX (limited, etc.) way.

　　四、組織結構

投資者考察企業時，管理是最爲重要的因素。沒有一支優秀的管理團隊和有效的組織模式，科技成果不可能和資本很好結合創造現實的生產力。一般需要介紹的管理人員有：總裁、常務副總裁、人事部總監、營銷副總裁、財務副總裁、生產部總監。對每一位關鍵人員用文章一個段落的篇幅進行描述就可以。介紹組織結構時要注意以下問題：

1. 主要管理人員和專業人員的發展路徑是怎樣的?他們具有哪些技能?

2. 公司未來的組織機構是怎樣的?

3. 誰將成爲部門領導者?

4. 在哪些領域的管理應該加強?

5. 報酬機制如何?

團隊結構介紹，例如：

Of the XXX people who make up the development staff, there are XXX founders who hold the following positions:

XXX, President

XXX, Vice President of Finance

XXX, Vice President of Marketing

XXX, Vice President of Sales

XXX, Vice President of Engineering

XXX, Vice President of Research

XXX, Vice President of Operations

XXX, Director of Marketing

XXX, Manager XXX Development

XXX, Corporate Attorney

管理人員描述，例如：

XXX, President

XXX Degree, University of XXX

XXX’s professional experience includes many different areas in the XXX industry.

人力資源需求，例如：

(Company) development team recognizes that additional staff is required to properly support marketing, sales, research, and support functions.