I. Project Overview ... 1
I. Project background
Second, the project introduction
Third, the significance of the project
Two. Introduction of products and services ......
(1) Introduction to overall services ......
(2) Detailed service introduction ......
Three. Company ... 3
Company establishment and objectives
Introduction of management team
The basic structure of the company
Development planning of functional companies in the next few years
Four. Market analysis 4
(1) Macro-environmental analysis (PEST model) ...
(2) Industry environment analysis? Porter model (five competitive forces) 5
(3) competitor analysis and feasibility analysis
(D) SWOT comprehensive analysis
Verb (abbreviation of verb) Risks and countermeasures ... 10
(1) Risk ... 10
(ii) Countermeasures ... 1 1
Market strategy of intransitive verbs ... 14
(1) target market ... 14
(II) Product Strategy ... 14
(III) Sales channels ... 15
(4) Attract customers (early promotion) ... 15
(5) Retain customers and develop business (later promotion)
(6) Publicity
Seven. Financial analysis and financing plan ... 17
(I) Description of financial forecast ... 17
(ii) Detailed analysis of financial data ... 18
(III) Financing plan and exit mode ..... 24
Eight. Risk analysis 25
(1) Personal risk 25
(ii) Intangible risks 25
(iii) Time risk 25
(4) Space risks ..... 26
Appendix ..... 25
Shanxi chat card business plan
Team leader: Jiang. Members: Cai Cheng (Department of Culture and Broadcasting) and Zhao (Accounting College)
Platform for action
The purpose of this business plan is to seek cooperation and introduce the strategy, objectives, significance, market, capital and investment analysis of our new product project to future partners.
The first part of the project overview
Project background
(1) China Mobile and China Unicom fiercely seize the mobile phone users of all classes and groups, but ignore a special group (mainly working locally, college students) who flow into the foreign population and some low-income people in various provinces. At the same time, they also ignored a user's greatest concern, the level of communication costs. Although China Telecom and China Netcom are also concerned about similar problems, they have both developed 200,201calling cards. However, due to the lack of flexibility, it is difficult for them to open the market.
(2) According to our preliminary investigation, most of the networks accessed by Shanxi users are China Mobile? M-Zone? 、? Shenzhouxing? Other uses are very few. But? Shenzhouxing? Telephone charges are very expensive, especially long-distance calls, which are basically very expensive. Although? M-Zone? What's the IP phone bill ratio? Shenzhouxing? It's much cheaper, but its short message package is of little use to those who work, because unlike college students and young office workers, they don't have time and energy to play short messages.
(3) When they are not at home, these users will inevitably make long-distance calls with relatives and friends, especially on holidays. Such an expensive telephone bill gives these wage earners a headache, which leads to complaints everywhere.
Four. Project introduction
This project plans to set up Taobao Store C, named Gao Xiao Communication, which is mainly engaged in the communication industry and the operation of mobile phone nicknames. The company is tentatively set up in Taiyuan, with a registered capital of 654.38+0 million yuan. The investors are all natural persons or private enterprise legal persons.
Verb (abbreviation of verb) the meaning of the item
Local communication is the mainstay, supplemented by foreign nicknames, and the combination of local and foreign communication meets the multiple needs of customers.
Second, the target market
In the above background description, we aim at migrant workers and some low-income people in the province as our service targets.
(1) According to Taiyuan Daily (1), the daily flow of floating population in Taiyuan, Shanxi Province is estimated to have exceeded 4 million. In recent years, the birth of floating population flowing into Taiyuan is on the rise.
(2) According to the report of Taiyuan Daily on June 65438+1October 14, there are more than 230,000 floating population in Taiyuan City, Shanxi Province, and there are 280,000 floating population who have lived for more than half a year. In the past 10 years, the floating population living in Taiyuan for more than half a year has increased at a rate of more than 654.38+million per year, and last year it set a new record, reaching more than 320,000. Such a huge flow of people provides us with a good opportunity to promote products and expand the market.
(3) At present, there are millions of college students in the province.
As can be seen from the data reported above, our customer base is huge and the development potential is huge. In addition, these people are mainly concentrated in the province and major cities, which is convenient for us to promote.
Part II Introduction of Products and Services
In view of such customer groups, our entrepreneurial team decided to cooperate with China Mobile Communication Co., Ltd. and China Unicom Communication Co., Ltd. to rent their networks, set up a group network and set up a communication service organization by investigating their urgent needs. Make STK cards (mobile phone cards and Unicom phone cards) for our customers.
First, the overall service introduction
The services that embody our characteristics mainly include the following points:
1. Low long-distance telephone charges
2. Low-cost mobile phone package
Second, the detailed service introduction
(1) basic voice service
1. Local calls outside the local network
China Unicom 0. 18 yuan/min,
China Mobile's main package fee is 0. 15 yuan/minute.
2. Call within the provincial intranet
All calls in China Unicom network are free, and answering is free.
China Mobile calls 5 yuan 1000 minutes, 10 yuan for 2000 minutes, free of charge, overseas calls are 0. 1 yuan/minute, and long-distance calls are 0.3 yuan/minute.
3. Users in the province are used outside the province (from Shanxi to the whole country)
China Unicom has launched a local roaming package, and the answer is free.
China Mobile has opened one in two cities, and the answer is free.
4. Mobile phone nicknames
China Unicom, China Mobile and China Telecom wholesale and retail, and the package is 3G package.
5. Taiyuan Mobile Industry Card
Monthly rental in 20 yuan, 500 minutes for local calls, 200 short messages, caller ID, 0. 1 yuan/minute for local calls and 0.3 yuan/minute for long distance calls.
Rent for 5 months, send 300 minutes of national calls, and then charge according to the main package tariff.
6. Taiyuan wireless fixed telephone
10 rent, call 3 yuan for 6 minutes, long distance 1 cent, you can use it on your mobile phone.
The third part Taobao shop
First, the establishment and goal of Taobao shop
In this highly competitive telecom industry, telecom operators have to do everything by themselves, which will bear great capital and competitive risks. Therefore, China Mobile has launched the business of building a cluster network (such as the established cluster network for college students) to reduce their risks and burdens by recruiting agents.
For information about cluster networks, please refer to the appendix. Combine the business of China Mobile, create a new telecom operation mode, cooperate with China Mobile Communication Co., Ltd., rent their mobile network, set up a cluster network and set up a communication service organization. Facing the broad market potential of migrant workers' mobile consumption, our goal is to cover the whole province with our leading services in three years through Taobao stores.
Second, Taobao shop personnel composition
Manager: Jiang, a student from School of Information, School of Business, Shaanxi University.
Main responsibilities: Be responsible for the overall planning of Taobao Store, formulate strategies, balance and coordinate all aspects of management, develop Taobao Store's business and expand its business scale. Establish a stable and good cooperative relationship between Taobao stores and business strategic partners.
Shop assistant: Zhao, a student of accounting department of Business College of Shanxi University.
Cai Chen is a student in the Department of Literature and Art of Shaanxi University Business School.
The main responsibilities of the clerk: responsible for the daily operation and management of products and services, sales activities and after-sales service of Taobao store, and responsible for the design, publicity and marketing of the overall image of Taobao store.
Third, the development plan of Taobao store in the next few years
The overall strategy for the development of Taobao stores is:? Starting from the point, the radiation surface. The so-called starting from the point refers to the consumer groups based on a region; In the future, the development of the base area will radiate to the whole province where the base area is located; And then expand to the whole country.
1. In the first year, Taiyuan was originally from the local area, first targeting people from other places in Taiyuan, as well as some low-income people and students from major universities. Initially open the market and accumulate funds for market expansion next year.
2. In the second year, the business will be expanded to the whole of Shanxi Province, targeting the foreign population in the whole of Shanxi Province. Establish brand image, open market sales channels and increase market share.
3. After the third year, we will expand our target customers to the whole country, targeting people from other provinces. Further consolidate brand image, increase market share and realize higher profit income.
The third part is market analysis.
I. Macro-environmental analysis (PEST model)
Political and legal environment: China is in the transition period when a large number of rural people flock to cities, which undoubtedly provides us with huge market potential and business opportunities.
Economic environment: In terms of economic system, China is in the process of continuous improvement of market economy, and increasing the private sector will help enliven the market. And with the increase of urban residents' income in China, mobile phones are becoming an indispensable part of daily communication, and the information industry will become a sunrise industry in 2 1 century.
Social and cultural environment: China people have attached great importance to emotional communication since ancient times, and vagrants who work outside the home are even more homesick.
? Being in a foreign land, I miss my relatives twice every holiday? At this time, if you can bring a greeting to your family at any time through mobile phone, it is wise to do so at low cost, which is exactly what we are trying to do.
Technical environment: Telecommunications technology is changing with each passing day, and new products are constantly emerging, which provides a strong technical guarantee for our services and also provides the necessary premise and foundation for the development of our new business.
Second, the industry environment analysis? Porter model (five competitive forces)
According to Porter's five-factor model, there are five basic forces, namely 1. Potential entrants (new entrants), 2. Bargaining power of suppliers, 3. Bargaining power of buyers, 4. Substitute products and 5. Competition between existing companies. The situation and comprehensive strength of these five basic competitive forces determine the intensity of industry competition. At the same time, it also determines the ultimate profitability of the industry. (See the business plan for details)
Third, competitor analysis and feasibility analysis
Competitor analysis
1. Direct competitor analysis:
The realization of our business is based on the replacement of mobile phone cards by users. According to our investigation, at present, our target population mainly uses M-Zone and China Volkswagen Card, so our direct competitors are undoubtedly M-Zone and China Volkswagen Card (see the business plan for details).
2. Indirect competitor analysis:
(1)20 1 homesick monthly card analysis;
Product description: 20 1 mainly through monthly subscription to achieve low telephone charges. The face value of this card is 30, 40, 50 yuan,
The maximum call duration is 480, 660 and 860 minutes respectively. Valid for one month, only 3-5 numbers can be set.
Advantages: After conversion, the domestic long-distance fee for users to use this monthly card is only 0.06 yuan/minute, which is the lowest point in the domestic market. Low price is the biggest selling point.
Disadvantages: (1) This card is only suitable for mobile people who have many domestic long-distance calls, a large proportion of relatives and friends, and are sensitive to telephone charges. And for the general non? Porridge? Users, attraction is almost zero.
(2) It can only be used on IC card public telephones and 200 special telephones, which is very inconvenient.
(2) Analysis of 200 calling cards
Product description: 200 is also our main competitor in long-distance business. Recently, its tariff has also dropped again, and many new services have been launched.
200 The usual tariff is 0.29 yuan/minute 8 minutes before the domestic IP long-distance call and 0./kloc-0 yuan/minute from the ninth minute.
0. 19 yuan/minute in the first 8 minutes and 0. 1 yuan/minute in the ninth minute of the 200 discount card.
Its advantages: the phone bill is relatively low, and there is no monthly subscription.
Disadvantages: 200 special cards can only be used in Guangzhou, and they can only be used on IC card phones and 200 special phones to enjoy preferential tariffs. There is no time-sharing billing, which lacks pertinence and cannot attract users with different needs.
Our advantage: compare 20 1 and 200 calling cards.
First of all, our business is realized on mobile phones, and the convenience is unparalleled.
Secondly, according to different user groups, the monthly subscription method is adopted. Ordinary users usually have lower long-distance calls and are cheaper when they are free;
(2) Feasibility analysis
Migrant workers use voice services more, especially IP long-distance telephone services, and preferential telephone charges are the main or even the only reason why many migrant workers choose 200, 20 1. Undoubtedly, foreign banks' preferential basic telephone charges and IP long-distance telephone charges will attract the attention of migrant workers. Our other advantage is the strong and stable network support of China Mobile. Other brands of China Mobile include M-Zone, Shenzhouxing, Volkswagen Card and GSM. Obviously not more suitable for migrant workers. Therefore, a foreign land will become the best choice for migrant workers.
Fourthly, SWOT comprehensive analysis.
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Part IV Risks and Countermeasures
I. Risks
1. Industry risk
According to the latest statistics of the Ministry of Information Industry in February of 201/,the number of mobile phone users in China has reached 282 million, accounting for almost 1/4 of the global mobile phone users, and the number of fixed phone users has reached 274 million. China market with 556 million users is the largest telecom market in the world. The fierce competition in China's telecommunications industry has reached an unprecedented height. China Mobile, China Unicom, China Telecom and China Netcom are the four major telecom operators. Coupled with China Tietong, China Communication and other large and small telecom operators, it can be described as murderous everywhere. Various forms of communication services are dazzling and the prices are uneven.
2. Operational risks
(1) The management team is inexperienced.
(2) the influence of target customers' consumption concept
3. Market risk
(1) Market price fluctuation
Due to fierce telecom competition, various telecom operators have taken measures to meet the challenge? Price station? Strategies to attack competitors and seize market share. Therefore, it will cause the fluctuation of the company's service price, and then affect the company's efficiency.
(2) The products (SIM cards) are under-sold.
New services and new brands are often not recognized by shopping malls at the initial stage.
Second, the countermeasures
1. Industry risk countermeasures
(1) Relying on the good reputation of China Mobile, we will jointly promote our service brand with China Mobile.
(2) Give full play to the intensive advantages of a series of services and enhance the competitiveness of service products.
2. Management risk countermeasures
In view of the inexperience of the management team, all members of the management team were trained in professional quality in the early stage and early stage of starting a business, so as to continuously improve their comprehensive quality and ability. Constantly learn new management ideas, reduce wrong management concepts, and face the fierce competition of current economic development and the challenge of knowledge economy.
3. Market risk countermeasures
(1) While strengthening product sales, establish a perfect market information feedback system, set reasonable service sales prices, and enhance profitability.
(2) Accelerate the development of new service products and enhance market adaptability.
(3) Implement the brand-building strategy, stabilize customers and prices with satisfactory services, and eliminate the influence of market fluctuations on our service prices.
(4) Further change ideas, broaden ideas, and keep up with the market development direction.
The fifth part is marketing strategy.
I. Target market
Target customer composition:
Migrant workers are our main potential customers, and all marketing strategies are mainly formulated around this target market. Other related people include people who may use our products as we expected, mainly students and people who travel frequently. They are potential customers we want to win. The rest are unpredictable scattered consumers who are interested in our products.
(See the business plan for details)
Second, the product strategy (see business plan)
Three. Sales channels (see business plan for details)
Four. Attract customers (pre-promotion) (see business plan for details)
Verb (abbreviation for verb) Retain customers and develop business (after promotion) (see business plan for details).
Propaganda of intransitive verbs (see business plan for details)
Part VI Financial Analysis and Financing Plan
I. Description of financial forecast (see business plan for details)
Two. Detailed analysis of financial data (see business plan for details)