Environmental analysis of business plan I. Macro-environmental analysis
Macro-environment, also known as macro-environment, refers to various macro-forces that affect industries and enterprises. Analysis of macro-environmental factors, different industries and enterprises according to their own characteristics and business needs, the specific content of the analysis will be different, but generally involve politics (:politics), economy (:economy), technology (tech. Nological) and Social (social), the four main external environmental factors that affect enterprises, are analyzed. The abbreviation is PEST analysis. Explore the opportunities and threats brought by the external macro environment to enterprises. In addition, the natural environment or ecological environment can be added if it is greatly influenced by the natural environment.
Political environment.
The political environment includes a country's social system, the nature of the ruling party, the government's principles, policies and decrees. Different countries have different social nature, and different social systems have different restrictions and requirements on organizational activities. When analyzing the political environment, we can consider the following variables: political system, economic system, government regulation, tax law changes, various political actions, environmental protection law, industrial policy, investment policy, national defense expenditure level, government subsidy level, anti-monopoly laws and regulations, and relations with important countries or regions.
2. Economic environment
The economic environment mainly includes macro and micro aspects. Macroeconomic environment mainly refers to a country's population and its growth trend, national income, gross national product and its changes, as well as the level and speed of national economic development reflected by these indicators. Microeconomic environment mainly refers to the income level, consumption preference, savings and employment level of consumers in the area where the enterprise is located or in the service area.
3. Social and cultural environment
Social and cultural environment refers to the national characteristics, cultural traditions, values, religious beliefs, education level, customs and habits of the members in the society where the organization is located. The factors that constitute the social environment include population size, age structure, ethnic structure, income distribution, consumption structure and level, population mobility and so on. Among them, the population size directly affects the market capacity of a country or region, and the age structure determines the types and promotion methods of consumer goods.
4. Technical environment
In addition to investigating the development and changes of technical means directly related to the activities in the field where the enterprise is located, the technical environment should also know the following contents in time.
(1) Key points of national investment and support for scientific and technological development.
(2) The appearance, development trend and application prospect of new technologies, new processes and new materials related to enterprise production.
(3) Total R&D expenses.
(4) The speed of technology transfer and commercialization.
(5) Patents and their protection.
Second, the industry analysis
Enterprises cannot live in a vacuum. The market has nurtured thousands of enterprises in Qian Qian and given them opportunities for survival and development, but it will also mercilessly exploit the lives of those enterprises that are dying in the market competition. A thorough understanding and analysis of the market is a prerequisite for the survival and operation of enterprises.
1. Industry Overview
In the business plan, first describe this point. You should tell your investors the whole picture of the industry in which the enterprise is located and the changes in the demand for products from the industry, so that venture capitalists can judge the future development of the enterprise.
2. Industry competition analysis
The primary and fundamental factor that determines the profitability of an enterprise is the attractiveness of the industry. In a sense, the competitive strategy stems from the enterprise's deep understanding of the competitive law that determines the attractiveness of the industry.
First of all, we should briefly introduce the basic situation, present situation, existing problems and development trend of the industry, such as its position in the national economy and whether there are new reforms. , explore industry opportunities.
Then we can further analyze the industry according to Porter's five-force model. Porter's five-force model is as follows:
(1) The threat of potential entrants.
Factors that can be considered include product differentiation, brand awareness, initial capital investment, sales channel control, government policies and technical barriers.
(2) The threat of substitutes.
A substitute is a product that can replace you in function. You should first find the substitutes in the market, and then consider the substitution intensity (to what extent), substitution time, switching cost and customer's substitution desire of each one.
(3) the bargaining power of suppliers.
By analyzing the situation of suppliers, the bargaining power of suppliers can be determined. Generally speaking, there are many suppliers, and the bargaining power is weak; There are few suppliers and strong bargaining power.
(4) customer bargaining power.
Analyze customer's bargaining power, including customer concentration, single customer's purchase amount, product difference, customer's switching cost, customer's understanding of the industry, customer's sensitivity to price, customer's loyalty to the brand, etc.
(5) Competition among existing competitors.
As the saying goes, know yourself and know yourself. You can consider SwOT analysis of specific competitors (strengths, weaknesses, opportunities, threats) and get the degree of threat from competitors.
After analyzing these five forces, we should draw a final conclusion on the industry situation.
3. Industry prospect
Based on the analysis of the current situation of the industry, what is your forecast for the future development trend of the industry? Generally speaking, venture capitalists are more interested in emerging sunrise industries, while bankers prefer more mature industries to provide loans. But this is not absolute. Emerging growth markets will attract many competitors, and there is no guarantee that you will stand out from many competitors. Similarly, enterprises in declining industries are not necessarily doomed to failure. Therefore, you don't have to deliberately emphasize that your industry is an emerging industry, and you don't have to be depressed or worried that your industry is a declining industry. Therefore, you should truthfully describe the current situation of the industry and the situation of start-ups in the industry, so that venture capitalists have room for objective judgment.
Third, the market demand analysis
After introducing the current situation of the industry, you should predict the market capacity and scale. Because when enterprises have new products and expand new markets, opportunities and risks often coexist, and market forecasting is also for us to avoid risks and seize market opportunities within a certain range. If the forecast results are not optimistic, or the reliability of the forecast is in doubt, then investors will have to take greater risks, which is unacceptable to most venture capitalists.
In your business plan, you should try your best to predict the market demand, market scale and market growth to your investors, including whether there is demand for this product in the market, whether the demand level can bring expected benefits to the enterprise, how big the new market is, what is the future trend and state of demand development, and what are the factors affecting demand.
Fourth, product competition analysis
The main purpose of this part is to prove the competitive advantage of products by comparing their own products with competitors' products in detail. It should include technical comparison and product comparison (product, raw material production base, technical certification and capacity scale, etc.). ) and market comparison (price, brand, market share). It will be more intuitive to compare horizontally with charts. Through these comparisons, we can finally get the core advantages of our products.
An Analysis of the Internal Environment of verb (the abbreviation of verb)
After introducing the external environment of the company, let's look at the internal resources of the company, that is, A? The process of bosom friend. This includes technical resources, human resources, financial resources and organizational resources.
Technical resources
Introduce the core technology owned by the company, what advantages it has and where it comes from.
Human resources.
The composition of the team, everyone's professional expertise and team goals.
financial resources
Enterprise financial relationship management, cash flow management and risk reserve, etc. , which should be specifically explained in the following financial and risk management sections.
Organizational resources.
Including organizational structure, corporate culture, etc. Moreover, the organizational structure should change with the different development stages of enterprises.
Sixth, consumer analysis.
Before making a marketing strategy, we must have a thorough understanding and comprehensive analysis of customers, master their understanding of the industry and explore their buying habits, so as to provide a basis for making a marketing strategy.
1. Preparation before investigation
The investigation contents, methods and data processing methods of industrial consumer goods and end consumer goods are different. In order to make your survey more targeted, before the survey, you can visit professionals in the industry, understand what the industrial chain is like, and find out the most powerful links in the industrial chain, which will often become the main customers and the key targets of the survey. At the same time, other factors can also be taken into account, so as to formulate a suitable investigation plan.
2. Investigation contents
The survey contents mainly include the number of consumers, purchase frequency, purchase quantity, supply and demand relationship, demand elasticity and volatility, purchasing personnel characteristics, purchasing decision-making process and so on. The content of the survey is not static. After considering the characteristics, advantages and disadvantages of products, it is necessary to determine which factors have the greatest influence on selling products according to specific conditions and play a decisive role in customers' purchase decisions.
3. Investigation methods
After determining the content of the investigation, we should also choose the investigation method. Under the principle of rapidity, accuracy and economy, use as many methods as possible to ensure the accuracy of the investigation. Common methods include second-hand information, telephone interview/interview, questionnaire survey, field survey and so on.
Step 4 select samples
We also need to select samples, that is, the objects of investigation. The selection of samples should comprehensively consider the differences of the respondents, and select representative samples through scientific methods, such as stratified sampling.
5. Data analysis
After obtaining the survey data, it is necessary to further analyze the data with Excel or SPSS software, so as to formulate the next marketing strategy according to the analysis results of these data.
6. Consumer analysis conclusion
The conclusion of consumer analysis is the most important. We explain the research process in the business plan in order to convince investors that our research methods are scientific, our research work is in place and our research results are accurate. Therefore, expounding the results of investigation and analysis is the most critical part of consumer analysis, which usually includes the investigation results of consumers' purchase influencing factors, consumption habits, media habits and purchase decision-making process.
An analysis of college students' entrepreneurial environment I. Basic connotation of entrepreneurial environment
Entrepreneurial environment refers to the special environment, which is a specific level and component of the general environment. The entrepreneurial environment has the following forms: social environment and natural environment. Social environment mainly refers to national conditions, while natural environment refers to natural conditions such as geography, resources and climate faced by entrepreneurs. As the macro background of entrepreneurial activities, they have a huge and irresistible influence on entrepreneurial activities. Entrepreneurs can only use it, not change it.
Internal environment and external environment. Internal environment refers to the sum of various entrepreneurial elements and resources in entrepreneurial organizations, which is the home of entrepreneurs and the foundation of entrepreneurial activities. The external environment refers to the sum of various entrepreneurial conditions outside the entrepreneurial organization, which has a wide impact on the development of entrepreneurial organizations and is the guarantee for the development of entrepreneurial organizations. This is the environment that entrepreneurial organizations should adapt to.
Financing environment and investment environment. Financing environment is a social condition for entrepreneurs to gather funds in order to expand their entrepreneurial strength. The investment environment refers to the projects, industries and regions where entrepreneurs have invested capital.
Production environment and consumption environment. The production environment refers to the various elements needed in the process of transforming entrepreneurs' funds into products, and the consumption environment refers to the process of transforming entrepreneurs' goods into money.
Second, the macro-environment and micro-environment of college students' entrepreneurship
1. The macro environment of college students' entrepreneurship. The degree of market development, the international status of the government, the credibility and work efficiency, the effectiveness of the financial market, the perfection of the labor market and the soundness of the legal system of a country or region constitute the external macro environment of a new venture, which has an important impact on its survival and development. Specifically, the macro-environment of entrepreneurship includes: political, legal and policy environment, economic environment, social and cultural environment, science and technology and educational environment, referred to as PEST analysis.
Political, regulatory and legal environment refers to the relevant laws and policies formulated by the party and the state, which can be divided into large policy environment and small policy environment. The former is aimed at all entrepreneurs, while the latter is aimed at specific groups. For example, college entrepreneurs. Take college student entrepreneurs as an example. The main policies include the change of the status of private enterprises; Vigorously support high-tech enterprises; The technology transfer income of colleges and universities is exempt from business tax; The income from scientific and technological services obtained by institutions of higher learning engaged in the transfer of technological achievements, technical training, technical consultation, technical services and technical contracting in various industries is temporarily exempted from enterprise income tax; Preferential tax policies are tilted to the west; People's Republic of China (PRC) SME Promotion Law, etc. Small policies include a series of policies to encourage and support college students' entrepreneurship issued by the state and governments at all levels. Including the Ministry of Education, the General Office of the State Council, the Ministry of Finance, the National Development and Reform Commission, the Ministry of Labor and Social Security, the State Administration for Industry and Commerce, the Central Committee of the Communist Youth League and other relevant policies and measures for college students' entrepreneurship.
Economic environment refers to the overall economic situation of a country or region, including economic development level, socio-economic structure, economic system, macroeconomic policy, price level, labor force, etc. For example, in order to develop China's economy scientifically and harmoniously, China's current economic structure is in a period of adjustment. Vigorously supporting high-tech enterprises has been listed as one of the main tasks of our government in the new period, and the state has successively introduced many policy support measures. The State Council also approved the establishment of a special government fund to support technological innovation projects of small and medium-sized scientific and technological enterprises. This kind of project should be the advantage of college students' entrepreneurship.