电子商务论文

世行与亚行国际金融机构商业计划提纲[BusinessPlanOutline]

1.ExecutiveSummary.

A2-3pageoverviewofthebusinessplan.Thisistypicallythefirstthingthatventurecapitaliststurnto(thesecondisthesectiononthemanagementteam).TheExecutiveSummaryshouldoutlinewhatthecompanyhasdonesofarandwhatitplanstodointhefuture,andexplainwhythisisimportantorvaluable.

Areastocoverarewhattheproductorserviceis,whyitisindemand,whowillpaymoneyforitandhowmuch,andhowlargethemarketis.Additionallyitisimportanttonotetheprogressthecompanyhasmadeinproductdevelopmentandintermsofrevenuesandotherfinancialmeasures,theexperienceandbackgroundofthemanagementteam,thefinancingdesiredandtheusesplannedforit,andofcoursehowtocontactthecompany.

2.Industry&MarketAnalysis.

Thissectionshouldexplainthebasisfortheneedforthecompany‘sproductorservice,howurgenttheneedis,andhowlargetheneedis.

Questionsoftencoveredare:Istheindustryneworwell-established?Istheneedwellrecognizedorstillundiscovered?Whoarecustomers:consumers,thegovernment,orbusinesses?Whoarethecompetitors,whataretheirabilitiesandweaknesses,whyhavetheysucceededorfailed,whatistheirmarketshare,etc?Wherewillcompetitorsbein18monthsintermsofmarketpositionandproductcapability?

Hereacompetitivematrixcanbeuseful:comparingyourselftocompetitorsintermsoffinancialperformance&resources,targetmarkets,productfunctionality,productpricing,areasofstrengthandweaknesses,keycustomers,andthelike.

3.TargetMarket.

Whatisyourtargetmarketandwhy?Whatareitsdynamics,size,locale,etc?Isitstableorevolvingrapidly?Whomakesthepurchasingdecisionsandhowlongisthetypicalsalescycle?Howmuchofthemarketcanyouexpecttogainwiththeresourcesthatyouplantohave?Whatisthecompetitivepricingsituation?Whatareindustrygrossmargins?Whatbarrierstoentryfaceplayersintheindustryandwhatregulatoryissuesmustbehandled?(Ifthiscompanyisinaregulatedindustrysuchasmedicalortelecommunications,theregulatorysectionmayneedtobeseparate.)Areanycustomerscritical,ordoanyaccountforadisproportionateshareofyourcurrentorforecastedrevenues?

4.TheCompany&Management.

Thissectionshouldofferabriefhistoryofthecompany,explainwhatbusinessthecompanyplanstobein,whatthecompanydoesparticularlywell,andwhoitisthatisdoingso-i.e.,themanagement,board,andownershipteam.

Themanagementteamorganization,summariesofeachofkeymanagementteamresumes(withcompleteresumesprovidedintheappendix),holesintheteamthatyouplantofill,allareplacedhere.Additionally,informationontheboardofdirectorsisalsouseful.Anownershiptableshowingallshareholders,thenumberandtypeofshares,theirpercentofownership,andtheoptionsgrantedandavailableisanotherimportantpartofthissection.Alsonotehowthecompanyisorganized,asanLLC,Sub-S,CCorporation,etc.

5.Product/ServicesOffered.

Thisiswhereyouexplainwhatyouaresellingorplanningtosell.Doyouhaveany"unfair"advantagessuchaspatents,copyrights,andthelike?Whyshouldcustomerschooseyouoverthecompetition,andhavetheysofar?Howlongshouldthisadvantagelastifyoudonothingmore?Whatwillyouneedtodotocreate,maintain,orexpandupontheadvantages(R&D,salesteamdevelopment,customerpartnerships,lawsuits,etc)?WhatisthecurrentR&Deffortandwhatareitsgoalsandmilestones?WhatR&Deffortsareunderwayatcompetitors.

6.Marketing&SalesPlan.

Thissectionexplainshowyouplantoreachyourtargetcustomers.

Howwillyouacquirecustomers,andhowmuchwillthatcost?Whatdistributionchannelsdoyouplantouse,andwhatmethodsofmarketingcommunicationmakesense?Willyoubuildaninternalsalesforce,useindependentreps,usetelemarketing,etc.,andhowwillyoucompensateeach.Whatisyourrevenueandunitbreak-even,andhowdoesthattietoyoursalesstrategy?

7.Manufacturing/Operations/Logistics.

Thissectionshouldcoverhowyoudesign,develop,manufacturetheproductorprovidetheservice(s).

Isthishandledinternallyorbysubcontractors?Whoarekeysubcontractorsandwhatistheirexpertiseandbackground?Howproprietaryisthedesignandmanufacturingcomponent?IsISO9000/9001/GMPimportanttoyourorganization,andifso,howdoyoumanagetheprocess?Ismanufacturingcapital-intensiveorpeople-intensive?Whatiscapacityutilizationonaverageandatpeak?Whateconomiesofscalearepossible?Doyouhavecriticalsuppliers?

8.FinancialData.

Youshouldprovidehistoricalfinancialdatasuchasincomestatements,balancesheetsandcashflowstatementsforthepast3-5yearsifavailable,andnotewhethertheresultswereaudited,reviewedbyanoutsideaccountant,orcompiled.Additionally,year-to-dateresultsshouldalsobeprovided.Alsoyoushouldexplainsignificantitemsintheresults,andanalyzethetrendsandkeyratios.

Theothermajorcomponentofthefinancialsectionistheforecast.Hereyoushouldprojectthenext3-5years(includingthecurrentyear)ofperformancefortheincomestatement,balancesheet,cashflowstatement,andifappropriate,providedetailoncapitalexpenditures.Theprojectionsshouldbedoneonbothanannualaswellaseitherquarterlyormonthlybasis,sincecashneedsduringtheyearcanoftenfarexceedcashneedsattheendofayear.

Themajorassumptionsbehindyourprojectionsshouldbeexplained.Changesinkeyratiosfromhistoricalresultsshouldalsobeexplained.Oftenitishelpfultoshowsomesensitivityanalysis-theeffectofchangesinkeyvariablessuchasgrowth,grossmargins,salescycle,andthelikeontheincomestatementandcashposition.(Additionallyitisusefultoprovidecompensationhistoryandprojectionsoneachmemberofthemanagementteam.)

9.Appendices.

Hereyoushouldincluderesumesofthekeymanagementmembers,anyproductliteratureorbrochures,analysesofthemarketorindustry,orrelevantarticlesthatwouldhelpanoutsiderunderstandthesignificanceofyourcompanyandtheneedthatyouaremeeting.