The business plan is not only used to apply for venture capital, but also to predict the growth rate of the enterprise and guide you to make future action plans. This is the strategic plan of the enterprise.
Understand the business plan
Business plan is an essential tool for enterprises or projects to finance, seek cooperation and guide operations. It is a written material that comprehensively shows the present situation, future development potential and implementation strategy of enterprises and projects, and requires to reflect the competitiveness, market opportunities, growth, development prospects, profitability, anti-risk ability and return of the project. Business plan is one of the important factors for the success of enterprise financing, and it is also the action plan and implementation plan of the enterprise, which can enable the enterprise to carry out business activities in a planned way and increase the probability of success.
Through the introduction of the company's business, financial situation, market analysis, management team and development planning, the business plan allows readers to understand the reality and future of the company and how the company can realize its dreams.
? Strategic significance of business plan;
1) formally formulate the company's clear strategic direction. The business plan itself will not create strategic direction for the company. It just records and describes the strategic direction and shows it to people who read the business plan. Have a strategic direction first, then a business plan. Only by writing out your thoughts can you be formal, authoritative and important, and of course it is easier to share with others.
2) Communicate with potential investors or investment institutions when financing. To satisfy the investor's right to know, any potential investor wants to know about the company before giving money, and wants to know from the business plan that his investment can get a good return, and the probability of losing money is very low, and a perfect business plan is a good advertisement to convince them that your investment is correct and worthwhile.
? Why do you need a business plan:
The business plan should include all the information that potential creditors or investors need to make decisions.
3) The business plan includes all the financial information of the company, including historical, present and future expectations. These figures are the favorite of these people.
4) The business plan will explain the company's business and introduce the market situation. Without this information, don't expect potential creditors or investors to make investment decisions.
5) The business plan also includes the company's development plan, company strategy, and the possibility that creditors and investors need to evaluate the company's success.
6) The business plan will also introduce the entrepreneur himself and the management team of the company, your background and the reasons for starting the business.
? What should a good business plan contain?
1) executive summary, generally two pages, paragraphs 6-8.
2) Vision, mission and company profile
3) The management team includes their respective backgrounds, experiences and advantages, and why this team can lead the company to success.
4) Products and services: What problems have been solved? How many important customers are there and how to develop the market?
5) Business model: How to make money? Clarify the company's position in the industrial chain and industrial chain; Who is the partner? Why do they want to cooperate with the company? When will there be income and so on.
Second, put yourself in the investor's position and look at the plan.
In the process of analysis: "Why, for whom", investors can quickly judge that the business plan is worth reading.
? Why should I read your business plan?
(1) How to make money? What investors want to know most is how to take money out of other people's pockets and turn it into yours.
(2) Know your past
(3) Infer your future. When writing a business plan, you must give priority to value-added, and fully describe how each link of you will add value in line with the overall goal.
? What did investors see?
Look at your real intention.
2) See if what you said is true or not.
3) See what problems you can solve.
4) See if your direction is clear.
5) See if your team has brains.
6) See if you will spend money.
7) Look at your interest thinking.
8) See how you turn other people's money into yours.
Self-assessment: What kind of business plan do you need?
First of all, you need to know what you want, what you can do, what you have and what your actual needs are.
? Why do you need a business plan?
(1) Clear your mind.
(2) See your own direction
(3) establish financing objectives
? What should investors see?
(1) correct direction and goal
(2) Reliable team and management
(3) Effective strategies and means
(4) clear financial practices and planning
Who will write the business plan?
Driven by the person who knows the project best, it must be the person who knows the project best and must be one of the core founders.
5. Writing steps of business plan
1) warm-up preparation; Determine the participants, collect information, and try to write and determine the style.
2) When writing: find readers, determine the purpose of the project, discuss the business model, find out the dead knot of the project, sort out the strategic direction, analyze the actual resource demand, determine the profit distribution principle, list the writing outline of the business plan, and write each link of the business plan in a division of labor.
3) Monitor the progress of each link.
4) Collect the contents of each part.
A good business plan has a story.
A good business plan is a good work. Through concise and powerful words, investors can see exciting stories and feel happy after a short encounter.
A targeted compilation for different investors.
The mistake most companies make when writing business plans is that they never think clearly about who to show them to. The written business plan is written according to the requirements and steps mentioned in the book, but there is no goal. Five different types of investment institutions:
1) Banks or other lending institutions.
2) angel investors: generally individuals, the amount of regular investment is not large.
Main contents of angel investor's business plan
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Historical income statement
3-5 years forecast income statement
Detailed market analysis
Successful cases of similar companies in similar markets
A detailed introduction of the company's products and services
The company's detailed development plan for 3-5 years, focusing on revenue growth strategy.
Detailed revenue and profit forecasting model, focusing on how to achieve balance of payments and profitability.
Introduction of management team, focusing on previous entrepreneurial experience.
Company's shareholding structure and introduction of other shareholders
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3) Strategic investors: usually large companies, with large investments, require certain control over the company, and expect to obtain synergy through investment.
The main contents of the business plan of strategic investors
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Historical income statement
3-5 years forecast income statement
Detailed market analysis
Introduce the company's products and services in detail, focusing on the cooperation with other companies.
Introduce your products, services and the strategic significance of the company to investors.
The company's detailed development plan for 3-5 years, focusing on revenue growth strategy.
Introduce management team and pay attention to industry experience.
Introduce major shareholders, especially if there are other institutional investors or strategic investors.
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4) Venture capitalists: Generally speaking, they are not required to acquire a high proportion of shares in the company, nor do they seek to control the company. After the investment, they expect the company to withdraw from the investment through listing and merger in the future, so as to obtain a high return on investment.
According to the main contents of the venture capital business plan
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3-5 years forecast income statement
Detailed market analysis
What do you think of the market prospect and company vision?
Introduce the company's products and services in detail, focusing on their uniqueness.
The company's detailed development plan for 3-5 years focuses on the strategy of rapid income growth.
Introduction of management team, focusing on previous entrepreneurial experience.
Introduction of other major shareholders, especially well-known shareholders or strategic investors.
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? For domestic VC, projects in the development period are more popular. Specifically, VC hopes to find the answers to three questions from the business plan.
1) What company are you?
VC needs to know how you make money and whether this business model has been verified in the market. VC also wants to know how big you can do this project. The potential of the project is determined by the market capacity.
2) Why should I invest in you?
VC is usually only willing to look at companies with high market position. They want to cooperate with the market first, at least in the market segments, because the ability of the team of the company with the first market has often been verified. On the one hand, market position is market share, on the other hand, it is financial indicators such as income and profit, and future growth.
The entrepreneurial passion, ability and past successful experience of the management team determine the possibility of future success of the project.
3) Why should I invest?
Is it the current project?
What value can investment bring to the company? What value-added services can be provided.
Second, analyze the market:
Does the market really exist? Is the opportunity reliable? How big is this market? Where is your work? What is your real market goal?
1) What is the market capacity? Market demand determines the size of market capacity. Demand is always changing, but there is a certain trend. All investors will carefully understand the past and present needs, because this is the way to understand the development trend. But most investors are actually more interested in the future demand, so we must put the future demand in the most important position.
We should pay attention to four points when analyzing demand: a, the root of demand; B. development of demand; C. current situation of demand; D. the trend of future demand.
2) Subdividing your market has a premise: you must be very aware of the diversification and differentiation of consumer demand. No matter how you subdivide your own market, you must conform to measurability, accessibility and enforceability.
3) To deduce your goal, you must first express your goal very clearly: what do you want and where do you want to be in this market.
Market share, strive to list market share every time, the clearer the goal, the better.
Turnover, past and present turnover? If there is no turnover, how to achieve a breakthrough in turnover? How to list the growth rate target of final turnover?
Profit rate, total assets, market value, industry ranking, talent structure
The technical level of the product, what standard does the product meet? Is it synonymous with high quality or high cost performance?
These goals are scattered in all aspects of the market, but they are inseparable. Without these goals, development planning is empty talk. Sometimes the goal is too high, it seems difficult to achieve, but it is far better than no goal. If you really think the goal is too high, lower it a little. In fact, all goals should be set according to their own actual situation, not just ideals.
Three major analytical advantages
What is an advantage?
The advantage is that you can control everything that can be used in the project, that is, all the available resources around you. There are three advantages that should be written into the business plan:
Team advantage
Customer advantage
Capital advantage
2) What are your strengths?
One of the most important reasons for investors to read a business plan is to find the advantages of your project, so you must find your advantages and write them into the business plan without reservation.
Simply put, advantages can be divided into three categories:
A) The core advantages are very beneficial to the project, but they are disadvantageous to other people or companies.
Main contents of core advantages
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Customer advantage
Industrial advantage
Functional advantage
cost advantage
technical superiority
Management team advantage
Intellectual property advantages; Patents, trademarks, etc.
Advantages of sales channels
Have a profit
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B) Compared with the formal advantage, the advantage is the formal advantage, that is, the advantage of unequal resources. For example, returnees don't pay taxes for N years, and college students can get interest-free loans for starting businesses.
The main content of formal advantage
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National preferential policies and special policies related to the project.
Advantages of product packaging or image design
Advantages of research and development
Production advantages (not only physical products, but also non-physical products)
Communication and media advantages
With income, the growth is obvious.
Capital advantage
Market share advantage
Talent structure advantage
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C) Additional advantages are available in some places and at some time, generally referring to local policies and phased policies. For example, irregular tax incentives and simplified procedures.
Main contents of additional advantages
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The core founding team members have a wide network of contacts.
Salary advantage
Training advantage
Tax preference, exemption from income tax
Familiar with all kinds of procedures
Geographical advantage
Public relations advantage
Price advantage
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N Comparative disadvantage: Most comparative disadvantages in the business plan must have been solved (or being solved), and there can only be one comparative disadvantage in the business plan.
The main content of comparative disadvantage
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Lack of market base
There is no channel or the channel is too narrow
Lack of funds
No income
Team instability
Prices are high and low.
Strategic confusion
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Turn disadvantages into advantages: to turn disadvantages into advantages, we must first feel and dare to do it. In practice, daring to think and do things and changing our thinking can play a great role in dealing with the problems encountered in the project. When writing a business plan, taking a brave attitude will not only help solve the problems faced, but also the effect brought by the transformation of disadvantages into advantages can often stimulate investors' attention to the limit and gain high attention that investors can't do under normal circumstances, thus enhancing investors' confidence.
Four. Analysis strategy
The value of strategy lies in: whether your project starts early or late, whether you have advantages or disadvantages, whether you get investment or not, you can get results in future variables and accumulate continuous success.
L what is the strategy?
Strategy is the overall planning of the project, the concentrated expression of strategic thinking, the norm of project management behavior and the basis for making all plans or schemes.
The correct strategy has four characteristics.
ü Must meet the vision
④ Ensure the realization of the task.
You can make full use of every opportunity.
ü Ability to create new opportunities
Strategy is a dynamic system, which exists to adapt to unknown changes. In other words, the essence of strategy is to meet the requirements of survival and development and better face the future environment.
How to express strategy? From the essence of strategy, pay attention to the following details:
A) The specific strategy must reflect the overall situation. The overall action stipulated in the strategy pursues the overall effect, and the specific strategy should appear in the business plan as an integral part of the overall action. Only in this way can the business strategy be comprehensive and systematic.
B) formulate specific strategies from a long-term perspective. Although the formulation of strategy is based on the current external environment and internal conditions, it also has more guiding and limiting effects on the current specific strategies, but all specific strategies must be for the longer-term development of enterprises.
C) Consider competitive advantage in specific strategies. The market is the market. In reality, there are all kinds of shocks, pressures, threats and difficulties, especially the sudden shocks from competitors.
D) clearly state the role of the strategic plan. When formulating specific strategies, the corresponding strategy foundation is taken as the introduction. Generally speaking, investors think that five years is a long-term minimum period.
L hypocritical strategy
Only a long-term plan that can meet the three conditions of adaptation to change, long-term invariance and clear goals is a strategy. For example, development planning is not a strategy, but a specific strategy under the guidance of strategy.
Several specific strategies that are easy to be regarded as strategies: market prospect, development planning, marketing strategy and industrial goals.
L a practical strategy
Real and realizable strategies can not only accurately build the core value of the project, but also win the praise and trust of investors, quickly gain effective market recognition and gain more benefits. These are the real values brought by strategy. The following are the basic conditions for a real and achievable strategy:
1) adapt to changes, because the market changes all the time, and the strategy needs to be adjusted according to the actual situation, and the principle of adaptive adjustment cannot be compromised.
2) Long-term unchanged
3) Clear objectives
5. Analysis scheme
The business plan is your product, and the task is for investors to buy it. If the business plan is not for financing, then this project has surpassed its peers and taken the first step of success.
L determine the purpose and control strategy of the business plan
The success of financing is the result and performance of project value. Every investor's preference, demand and investment direction are different. In any case, it is the mission of the business plan to make the financing successful.
Start with the core of the business plan:
? Purpose: Only for the benefit of investors.
? Background: Find ways to make your products stand out.
? Customer interest point: tell investors confidently that "if you invest in my project, your money will definitely make money!" " What investors really need is a project with low investment, high return, quick return and low risk.
? Brand description, just like Baidu's expression of "knowing Chinese better".
? In risk management, it is necessary to foresee the existing risks, the factors that cause risks and their relationship, so as to be prepared without accidents.
? Organizationally, there is a business plan maintenance team responsible for the writing, production and maintenance of business plans.
? Business license, administrative license, etc.; Formulate operating procedures; Software and hardware facilities ensure the smooth progress of marketing.
? Compliance rules, including legal rules and moral rules, as well as unspoken rules in a recognized state. Before the list of business plans, add: We are telling the truth.
L overall positioning of business plan
Products are valuable only when they enter the market as soon as possible and become commodities. And the market demand is: your product is really valuable.
In a market based on economic benefits, your product must be superior to other products, otherwise it will be eliminated. In order to win, products need to create as many economic benefits as possible for customers.
Before marketing the business plan, you might as well give yourself some time to believe what you want the project to look like and what kind of investors you want the business plan to be recognized by.
1) Market and product positioning of business plan: find investors interested in this field.
2) The price positioning of the business plan is to exchange long-term benefits for short-term benefits, but to some extent, it is only real money for one. As long as the minimum requirements of the project can be met, enough is enough.
3) channel positioning of business plan, such as asking headhunters to find financing managers.
4) Promotion orientation of business plan
5) Brand positioning of business plan, investors want to vote for you and talk about it.
L communication strategy of business plan
1) image Set up a promising image for yourself and make investors believe that you are here to help them make money.
2) advertising
3) Public relations