6. 1 marketing model
(What marketing methods does the company use for customer development and service, including customer source channels, customer marketing contact points, marketing operation environment and customer service methods)
6.2 Marketing process
(The company's marketing logic combs the whole process from strange customers to transactions, establishes the marketing process according to the marketing model, and refines it to every marketing behavior.)
6.3 Marketing Organization
(Company's marketing organization and management mode, setting up the management line of marketing team and making management plan)
6.4 KPI and KPA management
(Standardize all marketing processes, formulate core assessment indicators (KPIs), and decompose all KPIs. According to the nodes of marketing process, quantitative KPA core assessment behavior indicators are set, so that the whole marketing process can be controlled and measured under the correct development of marketing logic. )
6.5 Customer Relationship Management
Company brand management and methods to improve customer loyalty, standardize customer relationship management process, formulate core assessment indicators (KPI), and formulate effective methods to manage CRM.
Business Plan Template (3) Definition of Business Plan
Business plan, also known as business plan, is a weapon in the hands of entrepreneurs. It is provided to investors and all those who are interested in entrepreneurial projects, showing them the potential and value of entrepreneurship and persuading them to invest and support these projects.
A perfect business plan includes almost all the contents that investors are interested in: business opportunities for establishing a company, the development process of the company's plan, the resources needed, risks and expected returns.
Only a business plan with detailed content, rich data, complete system and exquisite binding can attract investors, let them know about your business operation plan of the project and have a strong interest in investment, so that your business can become a reality. The quality of business plan is very important for your business financing.
The value of a business plan
The value of a business plan lies in its influence on decision-making. In this respect, the value of business plan is immeasurable. If an enterprise does not make a very careful plan before making a decision, such a decision is unfounded. Business plan is to look forward to business prospects, integrate resources, concentrate on fixing problems and looking for opportunities. Enterprise planning is actually to predict the growth rate of enterprises and make future action plans.
Elements of a business plan
I. Executive summary:
It appears in front of the business plan, but at my suggestion, this part should be completed at the end.
Second, the company profile:
Including the company's registration, history and business plan.
Third, products and services:
Describe the particularity of your product or service and the target customers.
Fourth, strategy implementation:
You need to know your market, customers' needs, where customers are and how to get them.
Verb (short for verb) management team:
Describe key team members.
Financial analysis of intransitive verbs;
Make sure this part is true and reflects your current financial situation, including your cash position and profitability.
Business plan template
The first chapter introduces the company.
Chapter II, Technology and Products
Chapter three, market analysis.
Chapter four, competition analysis.
Chapter 5, Marketing.
Chapter VI, Investment Description
Chapter VII, Project Investment Return and Exit.
Chapter 8, Project Risk Analysis.
Chapter 9, Company Management
Chapter 10, Project Financial Analysis
Business plan outline
The first part is an overview.
A brief description of the company
Second, the company's purpose and objectives (market objectives and financial objectives)
Third, the company's current shareholding structure
Four. Investment funds and their uses
V introduction of the company's main products or services at present
Market overview and marketing strategy of intransitive verbs
Seven, the main business departments and performance profile
Eight, the core management team
Nine. Company advantage description
X. The company's current demand for capital increase to achieve the goal: reason, quantity, method, use and repayment.
XI。 Financing scheme
Twelve. financial analysis
1. Financial historical data (sales summary, profit and growth in the first 3 -5 years)
2. Financial forecast (past 3 -5 years)
3. Assets and liabilities
The second part is a summary.
Chapter 1 Company Introduction
I. Purpose of the Company (Mission Statement of the Company)
Second, the company profile information
Three. Functions and business objectives of each department
Fourth, corporate management.
1. Board of Directors
2. Management team
3. External support (outsiders/accounting firms/law firms/consulting companies/technical support/industry associations, etc.). )
Chapter II Technology and Products
I. Technology Description and Technology Holding
Second, the product status
1, main product catalogue (classification, name, specification, model, price, etc. )
2. Product characteristics
3. Brief introduction of products under development/to be developed
4.R&D plan and timetable
5. Intellectual property strategy
6. Intangible assets (trademarks/intellectual property rights/patents, etc. )
Third, product production.
1, supply of resources and raw materials
2, the existing production conditions and production capacity
3 expansion facilities, requirements and costs, as well as the expanded production capacity.
4, the original main equipment and equipment.
5, product standards, quality inspection and production cost control
6. Packaging, storage and transportation
Chapter III Industry and Market Analysis
I. Market scale, market structure and division
Second, the target market setting
Three, product consumption groups, consumption patterns, consumption habits and the main factors affecting the market analysis
Four. Market status of the company's products, market development stage of products (blank/new development/high growth/maturity/saturation), product ranking and brand position.
Verb (abbreviation of verb) market trend forecast and market opportunity
Industrial policy of intransitive verbs
Chapter IV Research and Development
I. R&D capability
Second, research and development planning.
Three, technical achievements or technical level (technology required for the introduction of products)
Chapter V Marketing
I. Outline the marketing plan (region, mode, channel, expected target and share)
Second, the formulation of sales policy (past/present/plan)
Three, sales channels, methods, marketing links and after-sales service
Four. Main business relationship (agent/distributor/distributor/retailer/franchisee, etc.). ), qualification standards and policies at all levels (sales volume/payment term/payment method/accounts receivable/freight mode/discount policy, etc. )
Verb (abbreviation of verb) sales team and sales benefit distribution policy
Intransitive verb promotion and market penetration (mode and arrangement, budget)
1, the main promotion methods
2. Media evaluation of advertising/public relations strategy
Seven. Product price scheme
1, pricing basis and price structure
2. Factors affecting price changes and countermeasures
Eight, sales statistics and sales records, sales cycle calculation.
Nine, market development planning, sales target (short-term, medium-term), sales forecast (3 ~ 5 years) sales, share and calculation basis.
Chapter VI Investment Description
I. Description of capital requirements (dosage/duration)
Second, the use of funds plan and schedule
Three. Investment form (loan/interest rate/interest rate payment terms/conversion into common stock, preferred stock, equity/corresponding price, etc.). )
Fourth, capital structure.
Verb (abbreviation of verb) return/repayment plan
Description of the original debt structure of intransitive verb capital (time/condition/mortgage/interest on each debt, etc. )
7. Investment mortgage (whether there is mortgage/collateral value and pricing basis/pricing certificate)
Eight. Investment guarantee (whether there is a guarantor's mortgage/financial report)
Nine. Equity structure after absorbing investment
X. Cost of equity
1 1. Describe the degree of investors' participation in company management.
Twelve. Reports (reports and capital expenditure budgets provided to investors on a regular basis)
Thirteen. Pay miscellaneous fees (whether to pay agency fees)
Chapter VII Return on Investment and Exit
I. Listing of shares
Second, the equity transfer
Three. Share repurchase
Four. bonus
Chapter VIII Risk Analysis
I. Resource risks (raw materials/suppliers)
Second, the market uncertainty risk
Third, R&D risk.
Fourth, the production uncertainty risk.
Verb (abbreviation for verb) cost control risk
Competition risk of intransitive verbs
Seven. policy risk
Eight. Financial risk (accounts receivable/bad debts)
Nine. Managing risks (including personnel/turnover/key employee dependence)
X. Bankruptcy risk
Chapter IX Management
I. Organizational structure of the company
Second, the management system and labor contract
Third, the personnel plan (equipment/recruitment/training/assessment)
Four. Salary and welfare plan
Verb (abbreviation of verb) share distribution and subscription plan
Chapter 10 Business Forecast
3 ~ 5 years after capital increase, the company's sales volume, sales volume, gross profit margin, growth rate and return on investment are calculated.
Chapter III XI Financial Analysis
I. Financial Analysis Description
Second, the financial data forecast
1, sales revenue list
2. Schedule of expenses
3. Salary level list
4. List of fixed assets
5. Balance sheet
6, profit and distribution schedule
7. Cash flow statement
8. Analysis of financial indicators
(1) Indicators reflecting financial profitability
A. Financial internal rate of return (FIRR)
B. payback period of investment (PT)
C. financial net present value (FNPV)
D, investment profit rate
E. Investment profit and tax rate
F. Profit rate of capital
G. Uncertainty analysis: break-even analysis, sensitivity analysis and probability analysis.
(2) indicators reflecting the solvency of the project
A. Asset-liability ratio
B, current ratio
C, current ratio
D, fixed assets investment loan repayment period
Part III Appendix
I. Annex
1. Copy of business license
2. List of members of the board of directors and resumes
3, the main management team list and resume
4. Description of technical terms
5. Patent certificate/production license/appraisal certificate, etc.
6. Registered trademarks
7, corporate image design/promotional materials (logo design, brochures, publications, packaging instructions, etc.). )
8. Briefings and reports
9. Proof of site lease
10, process flow chart
1 1, product market growth forecast chart
Second, the timetable.
1, main product catalogue
2. List of major customers
3. List of major suppliers and distributors
4, the main equipment list
5. Family questionnaire
6, forecast analysis table
7. Various financial statements and financial estimates
Business plan template (4) Text typesetting requirements:
1. font: title in bold No.2, middle title in bold No.3, subtitle in bold No.3, and text in italics No.4. ..
2. Paper type: A4 paper is used uniformly, and the left side is bound.
3. Margins: 2.6 cm above, 2.6 cm below, 3.0 cm on the left and 2.0 cm on the right.
4. Structural hierarchy ordinal: "I", "I", "1", "1".
abstract:
Note: Complete this book in two pages.
Abstract content reference
1. Basic information of the company (company name, time of establishment, registered area, registered capital, major shareholders, shareholding ratio, main business, sales revenue in recent three years, gross profit, net profit, company location, telephone number, fax number and contact person). )
2, the main management personnel (name, gender, age, place of origin, education/degree, graduate school, political outlook, industry experience, main experience and business performance. )
3, product/service description (product/service introduction, product technical level, product novelty, advanced and unique, product competitive advantage. )
4. R&D (existing technical achievements and technical level, technical level of R&D team, competitiveness and foreign cooperation, R&D funds invested and future investment plans, R&D personnel incentive mechanism). )
5. Industry and market (industry history and prospect, market scale and growth trend, competitive advantages of industry competitors and companies, and market sales forecast for the next three years). )
6, marketing strategy (in terms of price, promotion, the establishment of sales network and other aspects of the strategy and its operability and effectiveness, the incentive mechanism for sales staff. )
7, product manufacturing (production mode, production equipment, quality assurance, cost control. )
8, management (organization, employee stock ownership, labor contract, intellectual property management, personnel planning. )
9. Description of financing (capital demand, purpose, use plan, sale of shares, investor rights, exit method). )
10, financial forecast (sales revenue, profit, return on assets in the next 3 or 5 years, etc.). ).)
1 1, risk control (possible risks in project implementation and control measures to be taken. )
Format and content requirements of business plan
I. Basic information of the company
Time of establishment of the company
Registered capital and change (legal person code, tangible capital, intangible capital) company nature and business scope (whether there is franchise); Current assets (total assets, total liabilities and net assets, sales revenue and net profit of the previous year) in proportion to shareholders and shares; Information on subsidiaries, joint ventures and affiliated companies of the Company; Industry of the company; The company's development strategy and the company's development purpose, short-term and long-term goals.
Second, products and services
Main products of the company; The uniqueness of the product; Whether the product has been appraised by the government or relevant departments of the industry (providing information); What awards or honors the product has won; Whether the product applies for intellectual property protection (patent, trademark, copyright); Production situation of existing production equipment; Need to increase the equipment and implementation plan; Whether the company is still preparing the development of other products; Detailed description and control of production cost
Third, the management of the company.
The organizational structure of the company (drawing the structure chart); Gender, age, native place, education background, degree, graduate school, working years, working years in the current industry, achievements, etc. The main management personnel of the company; The company's incentive mechanism for key managers and technicians; Whether the company employs external managers (accountants, lawyers, consultants and experts); Explain the intellectual property rights, exclusive rights and franchise rights of the company. ; Explain the company's business secrets, technical secrets and other protective measures; A description of whether the company has related business and family management problems.
Four. Industry and market analysis
The history, present situation and future development trend of the industry to which the company belongs; Company products are upstream, midstream or downstream products in the industry; What is the market capacity of the company's products in the industry segment market, increasing or decreasing at the rate of% every year, and the actual market sales volume reaches% of the market capacity every year, and this demand increases or decreases at the rate of% every year; At present, the company's annual sales revenue accounts for 10% of the actual market sales share.
Verb (abbreviation of verb) Market competition and marketing strategy
Who are the competitors in the market where the company's products are located, what is their market share and what is your company's market share; What are the unique features of the company's products compared with those of competitors? Are these unique features useful to customers? Whether the uniqueness of the company's products can be imitated by competitors, and whether the company takes practical measures to protect its product characteristics; If the company's products are not unique in technology, design or other aspects compared with competitors' products, what effective measures will the company take to compete with competitors, whether the market share of your products can increase due to competition, and how much it is expected to increase after competition; Who are the customers of the company's products, their distribution and how do they know about your products; What marketing methods does the company use (advertising, trade fairs, training courses, computer direct sales, telephone sales, door-to-door direct sales, distribution network, retail network, mail order); Briefly describe the sales process and steps; Marketing cost; Prepare to expand into these new markets; Market preparation for launching new products; Several existing big customers.
Research and development of intransitive verbs
The number of existing technical developers in the company; What development equipment does the company have? The technical level of the company's existing products (advanced and leading at home and abroad); The technical level and management ability of the technical director; Compared with other enterprises in the same industry, the income level of your company's technicians; The annual turnover rate of technicians is%; What measures does the company take to protect key technologies? The company's annual investment in technology development accounts for 80% of its sales revenue.
Seven. production process
Place of production; Is commissioned production or self-production; Whether the supply of raw materials can be guaranteed, several suppliers have been selected; What is the performance and quality of production equipment? Whether the maximum production capacity of production equipment can meet the needs of market growth; Whether the traffic conditions are convenient; Surrounding production facilities; What production management systems have been adopted, whether they are perfect and how they are implemented; Test equipment; Yield, repair rate, reject rate, etc. ;
Eight. Project implementation progress
The planned progress of the project implementation and the corresponding fund allocation; Timetable.
Nine. financial plan
Current balance sheet of assets and liabilities; Monthly sales revenue forecast for the first year 12 months; 3-5 years sales revenue forecast; In the above data, the actual payment forecast; Sales expense forecast for the above months and years; Financial expense forecast for the above months and years; Forecast of management expenses for the above months and years; Other cost forecasts for the above months and years; Monthly cash flow statement for the first year 12 months; 3-year cash flow statement; Balance sheet for 3-5 years; Calculation of investment payback period; Break-even calculation; Sensitivity analysis, conclusion.
X. risk factors
Please explain in detail the risks that may be encountered in the implementation of this project, and put forward effective risk control and preventive measures, technical risks; Market risk; Managing risks; Financial risk; Other unforeseeable risks;
XI。 Investor exit mode
Share repurchase
According to the analysis of the business plan, the company should explain the implementation of the share repurchase plan to investors.
profit sharing
Investors can recover their investment through dividends from the company's profits. According to the analysis of this business plan, the company should explain the implementation of the equity profit dividend plan to investors.
Listing on the stock exchange
According to the analysis of the business plan, analyze the possibility of listing the company and explain the preconditions for listing.
Equity transfer
Investors can recover their investment through equity transfer. Description of transferring the company's equity to investors.
Twelve. others
Point out the lag period of the largest parts of investment recommender, the telephone number of raw material supplier and contact person, the telephone number of the largest distributor and contact person, the telephone number of the largest settlement bank and the accounts receivable of the contact person company, what quantity of the company's product inventory is generally maintained, the company's parts and raw material reserves, the declaration of value-added tax and income tax, and the profit distribution of the previous year. Detailed resume and recommendation letter of the general manager of the company.
Thirteen. appendix
Media coverage of the company's products; Samples, pictures and descriptions of the company's products; Other information about the company and products.