《商務(wù)計劃書總匯》word版

1、 商業(yè)計劃寫作財務(wù)分析應(yīng)包括以下內(nèi)容：1 展示財務(wù)現(xiàn)狀；2 今后三年的發(fā)展預(yù)測；3 投資計劃；4 財務(wù)預(yù)測：損益預(yù)測表、資產(chǎn)負(fù)載預(yù)測表、現(xiàn)金流量預(yù)測表；5 資本退出方式現(xiàn)金流量預(yù)測表，例如：Cash Flow Forecast Last Year This Year Next YearBeginning Cash BalanceCash ReceiptsCollection ofReceivablesInterest IncomeTotal Cash ReceiptsCash DisbursementsAccounts PayablePayments of Other ExpensesInco

2、me Tax PaymentsTotal CashDisbursementsNet Cash from (Used for) OperationsSale of StockPurchase of EquipmentDecrease (Increase) in Funds InvestedShort-term Borrowings (Repayments)Ending Cash Balance生產(chǎn)分析這部分主要包括以下內(nèi)容：1 新產(chǎn)品的生產(chǎn)經(jīng)營計劃；2 公司現(xiàn)有的生產(chǎn)技術(shù)能力；3 品質(zhì)控制和質(zhì)量改進(jìn)能力；4 現(xiàn)有生產(chǎn)設(shè)備或?qū)⒁徶玫纳a(chǎn)設(shè)備；5 改進(jìn)或購置生產(chǎn)設(shè)備的成本；6 現(xiàn)有的生產(chǎn)工藝流程研

3、發(fā)階段，例如：Much of the time and effort at (Company) during the past XXX year period has been spent on research and XXX product/process development.生產(chǎn)制造，例如：The process used to produce (product) begins with XXX (full description).產(chǎn)品性能，例如：The acquisition cost for land and improvements is $XXX which will be

4、 allocated in XXX increments.關(guān)于設(shè)備，例如：This equipment is used in the processes as described and configured above to ensure yield, lead-time, and costs are sufficient to provide projected gross margin.市場營銷策略極富挑戰(zhàn)性，投資者希望了解公司的產(chǎn)品從生產(chǎn)到大最終用戶手中的全過程，因此這部分應(yīng)該包括以下內(nèi)容：1 營銷機(jī)構(gòu)和營銷隊伍；2 營銷渠道的選擇和營銷網(wǎng)絡(luò)的構(gòu)建；3 廣告策略和促銷策略；4 價格策略

5、；5 市場滲透與開拓計劃；6 市場營銷中意外情況的應(yīng)急對策等。價格制定策略，例如：The prices for our products /services are determined first and foremost by XXX (competition, costs, suppliers, manufacturers, package deals).關(guān)于折扣，例如：We can take advantage of volume purchases by XXX.關(guān)于直銷，例如：The majority of sales will be through direct sales by

6、 the (Company) sales staff. (Company)anticipates hiring XXX additional sales representatives to (cover additional territories, retailers, distributors, markets, sell specific products /services).銷售渠道，例如：By operating within these distribution channels in this manner we feel that we can maintain contr

7、ol of our market. In addition, we can generate growth at a reasonable pace and obtain excellent sales results.關(guān)于顧客服務(wù)，例如：Another service to add value is to provide warehousing of customer inventory. This allows us to book larger orders and provide faster order response市場分析這部分內(nèi)容包括行業(yè)分析、市場分析和競爭分析。行業(yè)分析包括

8、企業(yè)所在行業(yè)概述、對行業(yè)發(fā)展方向的預(yù)測、對驅(qū)動因素的分析。市場分析的核心內(nèi)容是在市場細(xì)分的基礎(chǔ)上確定目標(biāo)市場。要讓投資者了解市場的規(guī)模有足夠大的贏利空間和發(fā)展空間；知道市場有良好的發(fā)展前景，即所確定的目標(biāo)市場在未來將會長生不衰。競爭分析中要對全部競爭產(chǎn)品及競爭廠家作出描述與分析。尤其要分析這些競爭對手所占有的市場份額、年銷量與銷售收入，以及他們的財務(wù)實(shí)力。此外還要對自己產(chǎn)品所具有的優(yōu)勢作分析，對未來市場變化趨勢作預(yù)測。介紹目標(biāo)顧客購買的原因，例如：It is easy to understand why the principal buying motives are XXX because

9、XXX.介紹項目標(biāo)顧客的特點(diǎn)，例如：Young Married CouplesAge: 35-55Income: Medium to highSex: Male or FemaleFamily: Married or no childrenGeographic: SuburbanOccupation: White collarAttitude: Early adapters描述產(chǎn)品的競爭優(yōu)勢，例如：The ability to XXX (what it can do) is unique to this product/service, and our research indicates t

10、hat its performance is superior to anything else on the market today.對競爭產(chǎn)品做對比，例如：Companies with competitive products/services in this market are XXX. XXX (competitor) products only operate in a XXX (limited, etc.) way產(chǎn)品分析產(chǎn)品介紹應(yīng)包括以下內(nèi)容：1 產(chǎn)品名稱2 性能及特性3 產(chǎn)品所處的生命周期4 產(chǎn)品的市場競爭力5 產(chǎn)品的研究和開發(fā)過程6 發(fā)展新產(chǎn)品的計劃和成本分析7 產(chǎn)品的市

11、場前景預(yù)測8 產(chǎn)品的品牌和專利此外，還要從顧客和投資者角度出發(fā)回答下面的問題：1 顧客希望企業(yè)的產(chǎn)品能解決什么問題，顧客能從企業(yè)的產(chǎn)品中獲得什么好處？2 企業(yè)的產(chǎn)品與競爭對手的產(chǎn)品相比有哪些優(yōu)缺點(diǎn)，顧客為什么會選擇本企業(yè)的產(chǎn)品？3 為什么用戶會大批量地購買企業(yè)的產(chǎn)品？4 本公司能提供哪些購買便利？5 企業(yè)為自己的產(chǎn)品采取了何種保護(hù)措施，企業(yè)擁有哪些專利、許可證，或與已申請專利的廠家達(dá)成了哪些協(xié)議？6 為什么企業(yè)的產(chǎn)品定價使企業(yè)產(chǎn)生足夠的利潤？介紹產(chǎn)品，例如：This capability for XXX is a unique feature enjoyed by (Company) and

12、our customers.專利保護(hù)，例如：Our product(s) is protected under the following:.產(chǎn)品價格優(yōu)勢，例如：Regarding cost savings (product/service) will save our customers money in terms of XXX.產(chǎn)品測試，例如：Completed tests have shown that XXX (results).產(chǎn)品特性描述，例如：XXX is another powerful feature. This includes XXX.XXX saves a treme

13、ndous amount of time when XXX組織結(jié)構(gòu)分析投資者考察企業(yè)時，管理是最為重要的因素。沒有一支優(yōu)秀的管理團(tuán)隊和有效的組織模式，科技成果不可能和資本很好結(jié)合創(chuàng)造現(xiàn)實(shí)的生產(chǎn)力。一般需要介紹的管理人員有：總裁、常務(wù)副總裁、人事部總監(jiān)、營銷副總裁、財務(wù)副總裁、生產(chǎn)部總監(jiān)。對每一位關(guān)鍵人員用文章一個段落的篇幅進(jìn)行描述就可以。介紹組織結(jié)構(gòu)時要注意以下問題：1 主要管理人員和專業(yè)人員的發(fā)展路徑是怎樣的？他們具有哪些技能？2 公司未來的組織機(jī)構(gòu)是怎樣的？3 誰將成為部門領(lǐng)導(dǎo)者？4 在哪些領(lǐng)域的管理應(yīng)該加強(qiáng)？5 報酬機(jī)制如何？團(tuán)隊結(jié)構(gòu)介紹，例如：Of the XXX people who

14、 make up the development staff, there are XXX founders who hold the following positions:XXX, PresidentXXX, Vice President of FinanceXXX, Vice President of MarketingXXX, Vice President of SalesXXX, Vice President of EngineeringXXX, Vice President of ResearchXXX, Vice President of OperationsXXX, Direc

15、tor of MarketingXXX, Manager XXX DevelopmentXXX, Corporate Attorney管理人員描述，例如：XXX, PresidentXXX Degree, University of XXXXXXs professional experience includes many different areas in the XXX industry.人力資源需求，例如：(Company) development team recognizes that additional staff is required to properly support

16、 marketing, sales, research, and support functions商業(yè)計劃書（確定目標(biāo)）企業(yè)目標(biāo)是企業(yè)使命和指導(dǎo)方針的具體化和數(shù)量化，它反應(yīng)企業(yè)在一定時期內(nèi)經(jīng)營活動的方向和所要達(dá)到的水平。企業(yè)目標(biāo)的實(shí)現(xiàn)時間較長，一般為三到五年或者更長時間。好的企業(yè)目標(biāo)具有總體性、與外部環(huán)境聯(lián)系密切、有很大的激勵作用、切實(shí)可行等特點(diǎn)。企業(yè)的基本目標(biāo)，例如：The primary objectives of our organization are to:ABC投資收益率(ROI)，例如：Based on a XXX% market share for our XXX produ

17、ct by 20XX, we estimate our return on investment to be XXX%.財務(wù)目標(biāo)，例如：Last Year This Year Next YearSales$ VolumeUnit Volume% Increase/DecreaseShare of MarketGross ProfitManufacturingFully BurdenedMarketing ExpensesAdvertisingSales PromotionTrade AllowancesOther欲計將來增長、改進(jìn)的目標(biāo)，例如：Other objectives we have

18、set for ourselves include XXX.We expect to replace (competitive/existing products or services) by XXX% by 20XX.We plan to add XXX (retailers, distributors, service centers) per month/year and we will have a total of XXX (retailers, distributors) by 20XX.現(xiàn)狀分析這部分盡可能簡明扼要而又全面地介紹公司的情況，以及公司所在行業(yè)的信息。市場環(huán)境，例如：The marketplace has been stagnant for 2 years. We are poised now to.產(chǎn)品或服務(wù)，例如：The present stage of S30 is in the design stage.產(chǎn)品生命周期，例如：Our current product line is.價格和利潤，例如：Cu