I remember a very popular word called "win-win" a few years ago, which means that in the commercial market, the concept of life-and-death should be abolished, and it is necessary to establish the consciousness that both sides should cooperate with superior resources to achieve success. In today's society, we need the concept of "win-win" or even "* * * win" more, that is, looking for powerful partners to develop together. In the process of finding a business partner, the business plan plays a key role, because it is the most direct impression you give the other party, and it is also the basis for the other party to judge whether the project is worth further discussion. A famous American venture capitalist once said, "Inviting people to invest or join in a venture enterprise is like proposing to a divorced woman, not like first love with a girl. Both sides have their own plans, and it is useless to rely solely on empty promises. " In fact, there is no fixed format for writing a business plan, just three questions need to be clearly stated: what, why and how to do it.
(1) What is it
What is the company (or selected project) you founded, its core competitiveness and its value?
(2) Why
Why will the company (or selected project) you founded bring profits, what is the market situation of this industry, and what are the reasons for your success?
(3) How to do it
How do you start a business? How to carry out the project? How much money and resources are needed and why they are needed.
the above are three points that must be clearly stated in a business plan, but they are only the construction of the basic skeleton. After clearly expressing one's own ideas, the business plan should also cite a large number of data and materials, such as the company's operating conditions in previous years, product cost estimation, product market share, how to avoid risks, etc., to stimulate the enthusiasm of partners and enhance the confidence of the other party. Business plan is a double-edged sword, which can win you an opportunity and also make you lose an opportunity. In order to win more opportunities for yourself, you should work hard to write a convincing business plan. If you want to write a convincing business plan, you must also have the following points:
1. Detailed product analysis
Marketing thinks that marketing is the embodiment of value, while business plan is nothing more than a marketing for yourself, and what you need to do is to reflect value. This value is the core competitiveness of your product or service. Usually, the product introduction should include the following contents: the concept, performance and characteristics of the product; Introduction of main products; Market competitiveness of products; Product research and development process; Plan and cost analysis of developing new products; Market prospect forecast of products; Brand and patent of products. At the same time, product introduction must answer the following questions: ① What problems do customers want the products of the enterprise to solve, and what benefits can customers get from the products of the enterprise? ② What are the advantages and disadvantages of an enterprise's products compared with those of competitors? Why do customers choose their own products? (3) What protection measures have enterprises taken for their products, what patents and licenses do enterprises have, or what agreements have been reached with manufacturers who have applied for patents? (4) Why can the pricing of enterprise products make the enterprise generate enough profits, and why do users buy enterprise products in large quantities? ⑤ What methods do enterprises adopt to improve the quality and performance of products, and what plans do enterprises have for developing new products, etc. Only by explaining these real and key hard data clearly can partners firmly believe that the product really has the value of investment, so as to embark on the road of entrepreneurship with you without hesitation.
2. Adequate market research
The purpose of a company or project is not to cheat venture capital, but to really start our own business, so we must do sufficient market research before launching the project. Market research is the key reference to demonstrate the feasibility of the project. Doing this well is not only responsible for our partners, but also for ourselves. Market research can be carried out through relevant consulting companies or through the Internet, and of course, the most direct thing is to organize employees to conduct on-the-spot research. Then sort out and classify the data of the survey, and draw scientific conclusions from the survey. Finally, put these into words and clearly provide your partners with in-depth analysis and understanding of the target market. Market research should at least include such information: Is there a demand for this product in the market? Can the degree of demand bring the expected benefits to the enterprise? How big is the new market? What is the future trend of demand development and its state? What are the factors that affect demand? Who are the main competitors in the market? Is there a market gap that is beneficial to the products of this enterprise? What is the expected market share of this enterprise? How will our competitors react when we enter the market, and what impact will these reactions have on the enterprise? In the business plan, the market forecast should include the following contents: a summary of the current market situation; Overview of competitors; Target customers and target markets; The market position of the products of this enterprise; Market area and characteristics, etc.
finally, through the analysis of these data, it is concluded that there is a large demand for this product in the market, the price of our own products is recognized and other favorable factors, and we clearly tell our partners that this project is feasible.
3. Demonstration of a reasonable business model
Anyone who has been in the market knows that there is no technical difference for most products, and it is the business model that really affects the business situation. The most typical examples of success by relying on business models are Dell and Amazon. They have experienced mature commodities such as computers and books respectively, but the two companies have created business models of direct selling and long tail selling respectively and achieved great success. The formulation of business model is a scientific process, and the main factors affecting business model are: ① the characteristics of consumers; ② Characteristics of products; ③ the situation of the enterprise itself; ④ Factors of market environment. Through the comprehensive analysis of these factors, the business model suitable for our own enterprises is formulated, and the description of the business model should include the following contents: ① the choice of market institutions and marketing channels; ② Marketing team and management; ③ Promotion plan and advertising strategy; (4) price decision. All these will enhance the confidence of partners in success.
4, accurate sales plan formulation
For enterprises, sales is a real encounter, positional warfare, which is about fighting for strength. Therefore, how to form a sales team and achieve the sales target is the key to the success or failure of the enterprise. In the business plan, how many employees are needed to achieve the established sales target? What kind of employees? How many stages are there in the sales plan? When is the completion time of each stage? What remedial measures are there if the goal is not achieved? In short, write down all the plans you have considered about market operation and make reasonable adjustments. This will let your partner know that your thinking is clear and you are doing things in a down-to-earth manner.
5. Presentation of management team
The quality of enterprise management directly determines the size of enterprise management risk. High-quality managers and good organizational structure are important guarantees for managing enterprises well. Therefore, venture capitalists will pay special attention to the evaluation of the management team. Managers of enterprises should be complementary and have team spirit. An enterprise must have professionals in charge of product design and development, marketing, production operation management, corporate finance and so on. In the business plan, it is necessary to clarify the main management personnel, introduce their abilities, their duties and responsibilities in the enterprise, their past detailed experience and background. In addition, in this part of the business plan, the company structure should also be briefly introduced, including: the organization chart of the company; Functions and responsibilities of various departments; Responsible persons and main members of each department; The company's remuneration system; List of shareholders of the company, including stock options, proportion and privileges; Board members of the company; Background information of directors.
6. Financial planning
Financial planning needs to spend more energy on specific analysis, including the preparation of cash flow statement, balance sheet and income statement. Liquidity is the lifeline of an enterprise, so when an enterprise starts up or expands, it needs to have a thorough plan in advance and strict control in the process; The income statement reflects the profitability of the enterprise, which is the operating result of the enterprise after a period of operation; The balance sheet reflects the state of the enterprise at a certain moment, and investors can use the ratio index obtained from the data in the balance sheet to measure the operating status of the enterprise and the possible return on investment.
financial planning generally includes the following contents: (1) conditional assumptions of the business plan; (2) the expected balance sheet; Estimated income statement; Analysis of cash receipts and payments; The source and use of funds.
It can be said that a business plan outlines what venture entrepreneurs need to do in the process of raising funds, and financial planning is the support and explanation of the business plan. Therefore, a good financial planning is very important to evaluate the amount of funds needed by venture enterprises and improve the possibility of obtaining funds by venture enterprises. If the financial planning is not well prepared, it will give investors the impression that enterprise managers are inexperienced, reduce the evaluation value of risky enterprises, and at the same time increase the business risk of enterprises.
7. Excellent plan summary
The plan summary is listed at the front of the business plan book, which is the essence of the condensed business plan. The plan summary covers the main points of the plan, so as to be clear at a glance, so that readers can review the plan and make judgments in the shortest time and leave a long impression on readers. The plan summary generally includes the following contents: company introduction; Main products and business scope; Market overview; Marketing strategy; Sales plan; Production management plan; Managers and their organizations; Financial plan; Capital demand, etc. In the plan summary, the enterprise must also answer the following questions: ① the industry in which the enterprise is located, the nature and scope of its operation; (2) the contents of the main products of the enterprise; (3) where is the market of the enterprise, who are the customers of the enterprise and what needs they have; (4) Who are the partners and investors of the enterprise; ⑤ Who are the competitors of the enterprise and what influence the competitors have on the development of the enterprise.
the abstract should be as concise and vivid as possible. In particular, it is necessary to explain in detail the differences of their own enterprises and the market factors for their success. If an entrepreneur knows what he has done, only two pages of abstract is enough. If the entrepreneur doesn't know what he is doing, the abstract may be more than 21 pages long. Therefore, some investors "pick the wheat out of the chaff" according to the length of the abstract
After the business plan is written, it is best for venture entrepreneurs to check the plan again to see if the plan can accurately answer investors' questions and win investors' confidence in the enterprise. Usually, you can check the plan from the following aspects:
1. Does your business plan show that you have experience in managing the company? If you lack the ability to manage the company yourself, make it clear that you have hired a business master to manage your company.
2. Does your business plan show that you have the ability to repay the loan? Make sure to provide prospective investors with a complete ratio analysis.
3. Does your business plan show that you have conducted a complete market analysis? Let investors firmly believe that the product demand you stated in the plan is true.
4. Is your business plan easy for investors to understand? The business plan should have an index and a table of contents, so that investors can refer to each chapter more easily. In addition, we should also ensure that the information flow in the catalogue is logical and realistic.
5. Is there a plan summary in your business plan and put it at the front? The plan summary is equivalent to the cover of the company's business plan, and investors will read it first. In order to keep the interest of investors, the plan summary should be fascinating.
6. Is your business plan all grammatically correct? If you can't guarantee it, you'd better ask someone to check it for you. Spelling mistakes and typographical errors in the plan can quickly make entrepreneurs lose opportunities.
7. Can your business plan dispel investors' doubts about products/services? If necessary, you can prepare a product model. All aspects of the business plan will have an impact on the success of fund-raising. Therefore, if you lack confidence in the success of your business plan, you'd better consult the plan writing guide or consult a special consultant.