事業(yè)企劃書技巧-韓語版教程文件

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BusinessPlan???????BusinessPlan??BusinessPlan???????????1第一頁，共42頁。BusinessPlan??BusinessPlan??????????????????????2第二頁，共42頁。??BusinessPlan????????????8??????????????????????.1)??/???(Product/Service)2)?????(MarketandCompetition)3)???(Marketing)4)BusinessSystem5)?????(OrganizationandHR)6)?????(OpportunitiesandRisks)7)????(ImplementationSchedule)

8)????(FinancialPlanning)?????‘????’?????????,BusinessIdea(??????????)????????????(detailedplan)??????????.BusinessPlan???3第三頁，共42頁。??????????KFS(KeyFactorforcompany’sSuccess)

??????????,?????(SatisfiedCustomers)?(ex)“???????????200????????.”(X)“?????????25%????????.”(X)“???????????????25%?????.”(O)?????????????.(valueproposition)?????????(uniquevalue)?????.????????????????????????????1234???????/??????????????????????(?????????

?????????????Needs????????)?????Idea????unique????????KeyQuestion???BusinessIdea???????????????(ClearCustomerValue)4第四頁，共42頁。????????(Marketofadequatesize)???????/??????????????????(???????????,???????,????????)?????????????KeyQuestion???????????????????????????????????????????????????????????????????????????BusinessIdea????????(??)????????????????????????????12345第五頁，共42頁。??idea???/???????businesssystem?

?????4??????????????innovation????????????????(Microsoft)???(Netscape)?????????(Dell)BusinessSystem??????/??????????BusinessIdea????????(??)?????(Sufficientdegreeofinnovation)KeyQuestion?????/??????????????????BusinessSystem???????????????????????????????????????12346第六頁，共42頁。?????(????,??/??????)?????????????????(???CashFlow?)????????????????????????????1234???BusinessIdea????????(??)?????????(FeasibilityandProfitability)

KeyQuestion???????Idea????????????

?????????????Idea??????????????????????GrossMargin????

???????????????????????????

??????????????????CashFlow??7第七頁，共42頁。??BusinessPlan???????BusinessPlan??BusinessPlan???????????8第八頁，共42頁。

BusinessPlan????????BusinessPlan????????

BusinessPlan???????(Summary)

??/???(Product/Service)?????(MarketandCompetition)

???(Marketing)

BusinessSystem

?????(OrganizationandHR)?????(OpportunitiesandRisks)????(ImplementationSchedule)????(FinancialPlanning)

BusinessPlan????9第九頁，共42頁?！癢ritingabusinessplanforcesyouintodisciplinedthinking,ifyoudoanintellectuallyhonestjob.Anideamaysoundgreat,butwhenyouputdownallthedetailsandnumbersitmayfallapart.”BusinessPlan??????????(start-up,venturecompany)??????????VentureCapitalist???????????????????.???,????????????????project???????????????????.????????????????????????????????????????,???????????????????????????????????project???project?????????????????????????BusinessPlan????????????????????

BusinessPlan??????10第十頁，共42頁。???(Clarity):BusinessPlan???(??)???????????(Objectivity):????Data?????????????(Simplicity):?????????????????????????(Consistency):??????,?????????????????????Contents??BusinessPlan????????????,????????:??????????????????????????????????????????????????????????/???:??/????????????????????????????????????????????????????????????,?????????:???????????????

???????????????????????????:????????????????????????????????????:Business????risk??????????

?????????????Business?????????????????????11第十一頁，共42頁。???Businessidea????????????????/???????????????????5~10???????????????????????Check????????????(decisionmaker)??BusinessPlan?????????????????????????????4??????????Businessidea??????/????Customer????value????????????????????,????????????????????????,?????????????.(Describeyourbusinessideaasclearly,compellingly,andconciselyasyoucan)??(Summary)12第十二頁，共42頁。??/???????????/?????????????????????????/????????????????????????/???(??)/???(??????)/???(?????????)/?????(???)????????????????????.“Ifyoudon’tknowwhatthecustomervalueis,thewholethingisawasteoftime.”BusinessPlan????????/????????????????????/??????????????????????/???????(CustomerValue)???????/?????????????????????????????BusinessPlan???????/?????????????????????.????????????/????????????????????13第十三頁，共42頁。?????????????????????(??????????)???

?????????/?????????????????????????????????/?????????????,??,???????????????????(CustomerValue)???????????/?????????????????????????????????????????/??????????????(??????????/????

???????Value????????????)??????????/????????,?????/??????????????????????

PilotTest??Survey?????????/????????????????

????(?????????????????????????)????????????????????????????/???????????????????????????/???????????????????????????????/???????????????????????????YesNoCheckList(??/???)14第十四頁，共42頁。???????(Marketsizeandgrowth)?????????????????????????????????????,?????,???????????????????????????????????????????????????????(ex.??,??????)??????????????????????????????????????(Hypothesis)??????????fact??(????,??????)????????????????“Ifthereisnocompetition,thereisprobablynomarket.”?????(MarketandCompetition)15第十五頁，共42頁。

???????????

?????????????(Buildonsolidfoundation):

?????????????,???????????(????data)??????????????(Thinklogically):

??????????????,???????

????????(assumption)???????????????(Compareyoursources):

??????????(???,??,??????)???????????????????(Becreative):

??????????????????????????????????????(Checkforplausibility):

????????????????????????(MarketandCompetition)

(??)16第十六頁，共42頁。?????(MarketSegmentation)

-????????????????????????????-??????????????????????,??3????????1)????????????????????????(Measurability)2)?????????????????????(Homogenous-within)3)?????????????????????????????????

???

??????????????

???

????????????:??,??/??(????),??????????:??,??,??,??,??,????????????:??????,???,?????,?????,??????????????????:??????(??,??,??)????????:????,????,????????:?????(?;digital,analog)????????:???????/?????,??????????:??????,??????????(MarketandCompetition)(??)17第十七頁，共42頁。??(Competition)

???????????value,????,???,??,????,cost??,???,????

????????????????????/??????????????????????????????????????intangibleasset???????????????market??positioning?????positioning:?????/???????????????(position)???????????????????(ex.???????,?????????)positioning??????Map(??)??低高??低高????低高??????低高???低高???低高?????(MarketandCompetition)(??)18第十八頁，共42頁。??????????????????????????????????????/????????????????????????????????????????????????????????????trend?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????(??,Intangible)??????,

?????????????????????????(???,??,????)????????????????????????????????????,???????????????????????????????????CheckList(?????)YesNo?????(MarketandCompetition)(??)19第十九頁，共42頁。Price(??)

????????????/???????????????????????????(???cost?????????????????????????????????????)?????????/?????????????????????????.???,????????????????????????.?????????????????????????,??????????????????????????(PenetrationStrategy)????????????????(SkimmingStrategy)?????????????????????????/????????/??????????,??????????.??,??/??????????????????????????????????????????????

?????????????????????(ex.Netscape,Explorer)?????????????,?????????????????????????????“Marketingisfartooimportanttobelefttothemarketingdepartment.”????businesslaunching??????????marketing??,4Ps(Product,Price,Place,Promotion)???????????????.(Product???/???????)???(Marketing)20第二十頁，共42頁。

??/???????????????????????????????????????????????????.????????????????,??/??????,???????????,?????????,????????????,?????,????,???/??????.??,??????????????????????????????????.???????????????????????????????????. 1)???(Third-partyRetailers):??????????????????? 2)???(OutsideAgent):?????????(???????????)???(commission)? ??????? 3)??????(Franching):????????????????????/?????????? (ex.McDonalds,Seven-eleven) 4)???(Wholesalers):?????????????????? 5)???(Stores):???????????????? 6)??(Ownsalesstaff):??????????????????? 7)DirectMail:????????????????????? 8)CallCenter:???????????????????????? 9)Internet:Internet??????????(Marketing)

(??)Place(????)21第二十一頁，共42頁。Promotion(????)?????/????????????????????????(attention)???,???,????,??????????????????‘marketingcommunication’?????????,???????????????/?????????????,????????????????Need??????????????????????????????? 1)??????(

ClassicAdvertising):??,??,TV,??? 2)DirectMarketing:???????mail,??marketing,internet 3)PR(PublicRelations):??,??,????????? 4)???,???(Exhibitions) 5)????(CustomerVisits)Promotion???????Promotion??????????????????????/???focusing

??????????????????(Marketing)(??)22第二十二頁，共42頁。??/?????????????????????????????

????????????????(Promotion)??????????????????????????????????/?????????????????????(Price)?????????????????????????????cost????????????????????????(Place)????????????????????????????????????(??,???)???????

????????/???????Launching?????????????????????????????????????/????????????????????????????????????????????????CheckList(???)YesNo???(Marketing)(??)23第二十三頁，共42頁。R&D?????????BusinessSystem????/??????/???????????????????????????????????.BusinessSystem???ValueChain,MakeorBuy??,?????????????????????.

ValueChain??/???????????????????????(????????????????)Process??????Value?????activity??????ex)R&D?Marketing???activity???BusinessSystem24第二十四頁，共42頁。??????BusinessSystem????????????????????????????????????????????Win-Win??:??????????????????????????????:BusinessSystem???????????(??????????)?

????????????????????????(non-bindingpartnership):???????????????????????????(closepartnership):??????????????????,???????

???????????????????:?????????????????????????:??????????????BusinessSystem(??)??????????(MakeorBuy)?ValueChain?Process??CoreSkill?????Process????????????Outsourcing????????????(strategicsignificance),???(suitability),?????(availability)??????Outsourcing???,???vendor???????????????????25第二十五頁，共42頁。

ValueChain????????????????????????????????????????????????????????????ValueChain??ValueChain????????????

ValueChain?cost?????????????MakeorBuy??????????????outsourcing????????????????????????????????????????????????????????????????,???,???????????????????

Outsourcing?????????,????????????????CheckList(BusinessSystem)

YesNoBusinessSystem(??)26第二十六頁，共42頁。?????????????????????(?????)??Incubating?????TFT(TaskForceTeam)???????,??????

????????BusinessUnit??????????Mission????????????????Leader?Team???????Skill,??,??????????Leader/Team?????????????KPI(KeyPerformanceIndex)????Leader/Team??????(reward)?????????????????/????????????????(OrganizationandHR)27第二十七頁，共42頁。??????????????????

Leader/Team???????????KPI???????

KPI(KeyPerformanceIndex)?Mission????????????????????????????????????????mission??????????????????????leader??????skill,??,??????????

Leader/Team??????(reward)??????????

??????????????????????????????????????????skill,??,??????????

Leader/Team????or????????????????????????????????????????CheckList(?????)YesNo??

?????(OrganizationandHR)(??)28第二十八頁，共42頁。??????????????????risk????????????????????????????????risk???,??,??????????????risk???????(impact)?????????Risk?Hedge???Manage?????????????????????????????,??,???????????????

?????????option????????????Option??????????????“Oneofthegreatestmythsaboutentrepreneursisthattheyareallriskseekers.Allsanepeoplewanttoavoidrisk.”?????(OpportunitiesandRisks)

29第二十九頁，共42頁。??,??,????risk????????????????????????????,??,????risk??????????

Risk?hedge???????????????????????????????,??,??????????????????????,??,????option???????????????

Option?????????????????????CheckList(?????)YesNo?????(OpportunitiesandRisks)

(??)30第三十頁，共42頁。?????????(Drawingupyourimplementationschedule) 1)??????:????????Chart??????? 2)?????(Milestone):???????????event??? 3)??????????????????????5???????????Project????????????????????????????????????????????????risk???????????(ImplementationSchedule)

31第三十一頁，共42頁。??Chart??Task2000123456789101112200120022003??(Development)Software??HardwareSet-upTestMarketingCustomerRelationship??????????/??TFT??/??????/??Milestone?????????????????????????????(ImplementationSchedule)(??)32第三十二頁，共42頁。?????????????????Chart??????Chart???????????????

BusinessPlan?????(??,??,???)?????????????(Milestone)??????????(milestone)????????

Milestone?????????????????????????????????????????????????????????????????????????????????CheckList(????)YesNo????(ImplementationSchedule)(??)33第三十三頁，共42頁。???????5?????????????(MinimumRequirement) 1)?????(CashFlowStatement),?????(IncomeStatement),?????

(BalanceSheet) 2)???????5???,??????????????????1??? 3)??2??????????(???????),??????? 4)???????????(assumption)??????(???????????? ???????????) 5)???????(NPV,IRR,Payback??)???????????????

(SensitivityAnalysis)????????????????????????????????????

?????????????????????????????????????????????????“Planningsubstituteschaosformistakes.”????(FinancialPlanning)

34第三十四頁，共42頁。?????

????????????????????????????????,???????????????????????????????????????,???????????????????.(???????????????????????????????????????????.unleveragedbasis)A.???(Revenue)B.????(Cost)??x??????????????????????????????????????Year1~5?C.?????(GrossProfit,A-B)D.????????(SG&A)E.?????????(EBIDTA,C-D)F.????(Depreciation)G.????(EBIT,E-F)H.??(Tax)I.??????(NOPLAT,G-H)??????(?????/???)?????/?????????/????????????????????????????????,????/????????????????(FinancialPlanning)(??)35第三十五頁，共42頁。?????(CashFlowStatement)

????????????????????????????????????????????????????????????????A.??????

A.1.??????

A.2.?????

A.3.???????/(??)

A.4.???????/(??)

A.5.?????/(??)

A.6.????????/(??)B.??????????????????????????????????????x????????????????x????????????????x??????????????????????????????????????(????/?????????????)????????????C.?????(A-B)D.?????????????Year1~5?????(FinancialPlanning)(??)36第三十六頁，共42頁。?????(BalanceSheet)

??????????????????????????????????????????????????????(??????????????????/??????????????????????)A.????

A.1.?????

A.2.????

A.3.??????????????????????????????????????????????????????C.???(A+B)D.????

D.1.?????E.??

E.1.??????

E.2.????????????????????????????????????????????????????????????????????????????????F.?????(D+E)B.????

B.1.????

B.2.???????????(FinancialPlanning)(??)???????Year1~5?37第三十七頁，共42頁。???????

??????????????????????(NPV:NetPresentValue),?????(IRR:InternalRate