college students' business plan (sample example)
This project plan is a unified version suitable for college students' business design competition, provided by Wuxi Institute of Human Resources (to be established), and all rights reserved, and shall not be used for other purposes. Therefore, the draft is for reference. In order to avoid being too long, some contents have been deleted, and the corresponding position is indicated by "omitted".
Contents
I. Executive Summary
II. Project Background
III. Market Opportunities
IV. Company Strategy
V. Marketing
VI. Production Management
VII. Investment analysis
VIII. Financial analysis
IX. Management system
X. Opportunities and risks
XI. Exit of venture capital
Appendix
1. Market capacity estimation table
2. Market survey and qualitative analysis table
3. Financial schedule
1. Executive summary
1.1. Research on chitin materials of the company
& Development Co., Ltd. is a proposed company, which owns the patented technology of chitin fiber preparation, advocates the new concept of green life based on science and technology, and provides perfect natural biological products for human beings.
There is an annual market demand of 1.5 billion RMB for medical sutures in China, including 751 million RMB in absorbable sutures. In the early days of its establishment, the company produced medical chitin absorbable sutures to meet the needs of the rapidly developing absorbable sutures market, and used the investment and factory building solution to solve the problem that most of absorbable sutures, such as PGA(Polyglycolic Acid polyglycolic acid), was imported and expensive, which affected the improvement of people's medical level.
the company pays attention to the combination of short-term goals and long-term strategies, and the medium-and long-term goals will gradually broaden the product fields, involving chitin medical antibacterial materials, drug slow-release materials, artificial organs, cosmetics, health food, health clothing fabrics, new environmental protection packaging materials, fast food utensils, etc., and form a diversified business group company with chitin materials as the core.
1.2. Market
The medical suture market is a group market, and the purchase process belongs to the group purchase behavior.
At present, the medical sutures widely used in China mainly include silk thread, catgut thread and PGA absorbable thread. The catgut material itself has defects, and the production cost of PGA suture remains high, which affects the application scope. Medical chitin suture will enter the market from this breakthrough point.
medical chitin suture has entered the market by competitive pricing strategy. The production cost of the product is about 2.1 yuan/root, which is one tenth of PGA suture; The average price is 31 yuan/root (according to the survey, the market acceptable price is 31-41 yuan/root), which is about 1/2 of the average market price of PGA suture, and there is a large room for price reduction.
the company will set up seven regional distribution centers throughout the country to establish a sound marketing network together with agents and distributors.
in the process of products entering the market, a large number of products will be given to doctors for trial as a means of promotion and increasing market share. In the first year, 911,111 pieces will be given, in the second year, 1.6 million pieces will be given, and in the third year, 811,111 pieces will be given every year.
The international leading patent technology of chitin fiber preparation is the key to prepare medical chitin suture. The company will establish ISO9111 quality management system and strive to obtain international ISO9111 quality management certification.
1.3. Investment and Finance
The company is located in Wuxi and enjoys the preferential tax policy of "three exemptions and three reductions".
at the initial stage of the company's establishment, * * * needs RMB 11 million. Among them, 7 million is venture capital, 1 million is invested by Donghua University, and 3 million is short-term loan. Among them, 6.12 million yuan was used for fixed assets investment and 4.98 million yuan was used for working capital. In addition, the equipment of Tianchun Biomaterials Co., Ltd. has invested 1 million yuan.
the size and structure of the share capital is tentatively set as: the registered capital of the company is 12 million. Foreign venture capital invested 7 million shares (58.33%); ××× patented technology shares 3 million (25%) and capital shares 1 million (8.33%); XXX Company's equipment is invested in 1 million yuan (8.33%).
The estimated profit in the second year is RMB 11 million, and the annual sales profit rate is about 45% thereafter. The return on assets in the second year is 75.39%, and the payback period is two years and one month.
it is best to withdraw venture capital in the third to fifth years, and the acquisition method is more suitable for our company.
1.4. Organization and human resources
The company is a limited liability company, and its initial organizational structure adopts a linear system. The company's ownership and management rights are separated, and the general manager responsibility system is implemented. The general manager consists of deputy general manager of marketing, deputy general manager of technology and deputy general manager of finance.
The patent of chitin fiber preparation technology belongs to Donghua University, and Professor Yong Zhiqing and other teachers are inventors of patent technology. Professor Yong Zhiqing has many years of experience in the industrialization of scientific and technological achievements and will be the chairman and deputy general manager of the company. Entrepreneurial team members will participate in the marketing and financial management of the company; The company also hired Professor Gu Qingliang from the Marketing Department of Donghua University as a marketing consultant.
2. Project background
2.1. Industrial background
In recent years, China's medical device industry has developed rapidly. In 1978, the total output value of China's medical device industry was 731 million yuan. By 1995, according to the statistics of the State Administration of Medicine, it was 8 billion yuan, and the investigation here shows that the actual total output value of the national medical device industry reached 16-18 billion yuan, equivalent to 22-25 times that of 1978, accounting for about 2% of the world's total sales. The development of medical device industry in China lags behind that of chemical medicine industry. The ratio of medical device to drug sales in developed countries is close to 1: 1, while that in China is only 1: 11, so there is great room for expansion.
According to the survey, the value-added range of high-performance medical textiles can reach about 1: 51.
At present, there are three kinds of medical sutures widely used in China: silk thread, catgut thread and PGA absorbable thread. The catgut and PGA suture are absorbable sutures.
the production technology of catgut is backward, which pollutes the environment, has poor absorbability, is easy to be allergic and produces antibody reaction. At present, it exists only because of price advantage. PGA absorbable sutures relies heavily on imports, which not only costs a lot of foreign exchange, but also increases the economic burden of the country and surgical patients, and also has a certain impact on the improvement of surgical level in China.
According to the report of Taiwan Province Industrial Technology Research Institute, the global market value of medical suture in 1994 was estimated to be 1.5 billion US dollars, with an annual growth rate of about 4%.
According to the data of Taiwan Province Institute of Chemical Industry, there are only three factories in the world that produce PGA raw materials, which are extremely difficult to obtain and the price remains high. In addition, the high water content of PGA will lead to the degradation of material hydrolysis and the decrease of mechanical strength, which will seriously affect the quality of suture.
As a pure biological product, absorbable sutures with chitin as raw material can be completely absorbed by human body, has no toxic and side effects, can meet all the indicators of absorbable sutures, conforms to the theme of green social development, and is a substitute for PGA absorbable sutures. On the basis of absorbing the advantages of imported absorbable sutures, it is in line with social and market requirements to develop chitin absorbable sutures with superior performance and reasonable price.
The production of medical chitin absorbable sutures is ahead of the world, which has long-term economic and social benefits in promoting the development of China's medical device industry, improving people's medical level and reducing the country's foreign exchange burden.
2.2. Product overview (omitted)
2.3. Advantages of chitin absorbable sutures
Compared with the existing suture, the medical chitin absorbable sutures has the main advantages of being an absorbable surgical suture:
. Pure biological products, good compatibility with human body, small wound suture scar;
. Raw materials are widely found in marine organisms, and the cost is one tenth of that of PGA products;
. An environment that inhibits the growth of bacteria is formed around the thread body, which is beneficial to wound healing;
. Non-toxic, non-irritating, no antibody reaction, and can be completely absorbed by the body;
. Sufficient tensile strength and flexibility completely meet the requirements for preparing absorbable sutures;
. It is easy to preserve and hardly decomposes in air;
. It can withstand sterilization and disinfection, and can be dyed and preserved.
. Senior professors, experts and researchers are in charge of scientific research, with strong R&D strength and international leading patent technology.
2.4. Application prospect of chitin
Chitin is a natural polymer and a new type of environmental protection material, which is widely used in medicine, agriculture, light industry and other fields. In medicine, it can be used as artificial skin, drug sustained-release materials, hemostatic and wound healing agents, artificial organs (such as artificial kidneys and artificial blood vessels), etc. In agriculture, it can be used to produce chitosan, pesticide coated with shell, degradable plastic film, etc. In light industry, it can be used to make cosmetics, health products, functional clothing, environmental protection packaging materials and so on.
3. Market opportunities
3.1. Market characteristics
3.1.1. Overview
The actual consumers of medical sutures are patients, the users and purchasing decision makers are surgeons and head nurses, and the actual buyers are purchasing departments. The market features are characterized by the separation of users, purchase decision makers and buyers.
the medical suture market is a group market, and the purchase process belongs to the group purchase behavior, and personnel promotion is the most effective sales method. Doctors first choose suture types and specifications according to the types and requirements of surgery, and at the same time, they will be influenced by factors such as usage habits, brand preferences and regional differences.
Suture belongs to medical devices, and the macro policies and regulations formulated by medical and health management institutions such as State Administration of Medicine and Health Bureau will have an important impact on its development.
the sales of medical devices should be complete with three certificates, namely, Medical Device Production License, Medical Device Sales License and Product Certificate. In some places, a quasi-sales certificate issued by the local health authorities is also required.
3.1.2. purchase decision-making process
doctors and head nurses in operating rooms play a very important role in purchase decision-making, and some hospitals are even designated or purchased by head nurses (especially hospitals below Grade II), and very few hospitals are purchased by administrative departments. The decision-making mode is mainly shown in the following figure:
Figure 1. Omitted
3.2. Market segmentation
According to the degree of market development, the domestic medical suture market is mainly divided into two categories:
3.2.1. The developed absorbable sutures market
refers to the market using catgut and PGA absorbable sutures.
. absorbable sutures markets that use PGA extensively
These markets are mainly distributed in big city hospitals with high economic development level and high medical level, such as Beijing, Shanghai and Guangzhou. The market features are as follows: the manufacturers have basically completed the preliminary publicity on the use of PGA-like absorbable sutures, and doctors have a high degree of acceptance and brand loyalty; Absorbable sutures is widely used and has been used for a long time; Low sensitivity to price; Consumer behavior is relatively mature.
. Market where catgut is widely used
This kind of market is mainly distributed in hospitals in large and medium-sized cities with relatively low economic development level, such as Xi 'an. The market characteristics are as follows: the absorbable medical suture mainly uses catgut thread, but PGA absorbable sutures has not been used on a large scale; Doctors' acceptance of absorbable sutures is relatively high; Sensitive to price; Brand loyalty is not high.
3.2.2. The undeveloped absorbable sutures market
refers to the market where absorbable thread should or can be used while silk thread is still used.
this kind of market is mainly distributed in small and medium-sized city hospitals with low economic development level and limited medical level or small hospitals in big cities. The market features are as follows: doctors seldom contact or use PGA absorbable sutures; Silk thread is widely used in surgery; Very sensitive to price; PGA absorbable sutures has not yet entered this market, and the competition is mild.
3.3. Analysis of sales channels
According to the survey, the main sales channels of medical sutures are:
Factory direct sales/local agent sales
This method is mainly adopted by p>PGA manufacturers in absorbable sutures. Through local agents, we can reduce entry barriers and smoothly enter new markets. Factory direct selling is suitable for entering the market with less barriers. Hospitals generally trust local agents, handle problems in a timely manner, and their reputation is guaranteed.
The sales process is mainly as follows:
Figure 2. Slightly
. Selling through medical device wholesale companies
Mainly domestic silk thread and catgut thread manufacturers, they have established a huge sales network through medical device companies and distributors at all levels, and the sales channels are smooth, and they have a solid business relationship with major Chinese medicine hospitals all over the country, which is relatively less affected by human factors.
Figure 3. Omitted
3.4. Competitive analysis
3.4.1. Competing products and competitors
. Silk thread: cheap, and ordinary silk thread is still widely used in surgery at present. Shanghai Pudong Jinhuan Medical Products Co., Ltd. occupies most of the national silk market share, followed by American Johnson & Johnson's "Musi Silk" which is also widely used in large hospitals in China, and there are also domestic manufacturers in Tianjin, Hangzhou, Wuxi and Nantong.
. catgut: cheap, widely used in obstetrics and gynecology and other operations, inconvenient to use, easy to cause inflammation, and in the stage of being gradually replaced. Manufacturers are mainly distributed in Shanghai, Tianjin, Hangzhou and other places.
. PGA absorbable sutures: most of them are imported, and they are also produced in Nantong, China, with higher prices. The manufacturers are Johnson & Johnson and cyanamide (Kendal) in the United States. It mainly uses door-to-door sales and a large number of products to try out to capture the market.
According to the survey, Johnson & Johnson and cyanamide have more than 81% market share in absorbable sutures. Secondly, Nantong "Hualikang" also has a certain proportion. The price of "Hualikang" is about 61% of that of Johnson & Johnson and melamine, but its price advantage is basically offset by its imperfect after-sales service and quality problems.
3.4.2. Analysis of competitive influence (omitted)
3.4.3. Competitive advantage
The superior performance of chitin suture itself; Monopoly of proprietary technology and talents; Cost advantage; Availability of resources