財(cái)政年度計(jì)劃及預(yù)算指引

BusinessPlan&Budget(BPB)GuidelinesforFY20062006財(cái)政年度計(jì)劃及預(yù)算指引TheIndustrySectionOfTheBusinessPlan(a)年度計(jì)劃中的行業(yè)概述部分Whenwritingyourbusinessplan,theIndustrysectionisbestorganizedastwoparts:anoverviewoftheindustryandasummaryofyourbusiness'positionwithintheindustry.在編寫你公司的年度計(jì)劃時(shí),在行業(yè)概述部分最好將之分為兩大類:行業(yè)概況和你公司在行業(yè)內(nèi)位置的概述.Beforewritingthissectionofthebusinessplan,usethesequestionstofocusyourresearch:在寫年度計(jì)劃時(shí),請(qǐng)用以下問題來引導(dǎo)你的思路及準(zhǔn)備工作:IndustryOverview行業(yè)概況Whatisthesizeofyourindustry?你所處的行業(yè)的規(guī)模?Whatsectorsdoesthisindustryinclude?這個(gè)行業(yè)包括多少產(chǎn)品部門?Whoarethemajorplayersinthisindustry?誰是這個(gè)行業(yè)的主要參與者?Whatarethemarketsandcustomersforthisindustry?這個(gè)行業(yè)的市場(chǎng)和顧客是什么?Whataretheindustry'sestimatedsalesthisyear?Lastyear?Theyearbefore?這個(gè)行業(yè)今年的預(yù)計(jì)銷售如何?去年如何?前年如何?Whatnational/economictrendshaveaffectedthisindustryandhow?影響這個(gè)行業(yè)的國(guó)家/經(jīng)濟(jì)趨勢(shì)是什么,它們是如何影響的?Whatnational/economictrendsmightaffectitinthefutureandhow?什么國(guó)家/經(jīng)濟(jì)趨勢(shì)可能在未來影響它,如何影響?Whatisthelong-termoutlookforthisindustry?對(duì)這個(gè)行業(yè)的長(zhǎng)期展望是什么?PositionInTheIndustry在這個(gè)行業(yè)的位置Whatproductsorserviceswillyourbusinessbeselling?你的公司將出售的產(chǎn)品或服務(wù)是什么?WhatisyourUniqueSellingProposition?(Whatisitaboutyourbusinessthatmakesituniqueandsetsitapartfromcompetitors?)你公司獨(dú)特的銷售見解是什么?(你公司如何保持獨(dú)特從而與其他競(jìng)爭(zhēng)者區(qū)分開來?)Whatarethebarrierstoentryinyourindustry?什么是你所處行業(yè)的進(jìn)入障礙?Howwillyouovercomethesebarriers?你將如何克服這些障礙?Whoareyourcompetitors?誰是你的競(jìng)爭(zhēng)對(duì)手?Whatisthemarketshareofyourcompetitors?你的競(jìng)爭(zhēng)對(duì)手的市場(chǎng)分額是多少?Whatisyourbusiness'competitiveadvantage(i.e.yourmarketnicheorestimatedmarketshare)?你公司的競(jìng)爭(zhēng)優(yōu)勢(shì)是什么?(如你潛在的特定市場(chǎng)或預(yù)計(jì)的市場(chǎng)分額)?Whatisyourtargetmarket?你的目標(biāo)市場(chǎng)是什么?Howareyouprotectingyourproductorprocess(i.e.patents,copyrights,trademarks,franchiserightsthatyoueitherholdorplantoacquire)?你如何保護(hù)你的產(chǎn)品或工序(如專利,版權(quán),商標(biāo),你有或計(jì)劃獲得的特許經(jīng)營(yíng)權(quán)).TheCompetitiveAnalysisSectionOfTheBusinessPlan(b)年度計(jì)劃中的競(jìng)爭(zhēng)分析部分AnalyzingTheCompetition分析競(jìng)爭(zhēng)Thecompetitiveanalysissectionofthebusinessplanisnotjustalistofinformationaboutyourcompetitors.It'stheanalysisoftheinformationthat'simportant.年度計(jì)劃中的競(jìng)爭(zhēng)分析部分不僅僅是一張關(guān)于你競(jìng)爭(zhēng)對(duì)手的信息列表,而是對(duì)信息的分析才是最重要的.Studytheinformationyou'vegatheredabouteachofyourcompetitorsandaskyourselfthisprimaryquestion:研究你搜集到的每個(gè)競(jìng)爭(zhēng)對(duì)手的信息并自問以下幾個(gè)基礎(chǔ)問題:Howareyougoingtocompetewiththatcompany?你準(zhǔn)備如何與之競(jìng)爭(zhēng)?Formanysmallbusinesses,thekeytocompetingsuccessfullyistoidentifyamarketnichewheretheycancaptureaspecifictargetmarketwhoseneedsarenotbeingmet.對(duì)許多小公司而言,競(jìng)爭(zhēng)成功的關(guān)鍵是他們能夠發(fā)掘潛在的特定市場(chǎng),從而獲取一個(gè)需求未得到滿足的特定目標(biāo)市場(chǎng)Isthereaparticularsegmentofthemarketthatyourcompetitionhasoverlooked?是否有你的競(jìng)爭(zhēng)對(duì)手忽視的特定市場(chǎng)?Isthereaservicethatcustomersorclientswantthatyourcompetitordoesnotsupply?是否有你的客戶或顧客所需要的,而你的競(jìng)爭(zhēng)對(duì)手沒有提供的服務(wù)?Thegoalofyourcompetitiveanalysisistoidentifyandexpanduponyourcompetitiveadvantage-thebenefitsthatyourproposedbusinesscanofferthecustomerorclientthatyourcompetitorscan'torwon'tsupply.你的競(jìng)爭(zhēng)分析的目的是為了認(rèn)識(shí)和擴(kuò)大你的競(jìng)爭(zhēng)優(yōu)勢(shì)-你將因能夠提供給客戶或顧客你的競(jìng)爭(zhēng)對(duì)手所不能提供的業(yè)務(wù)而獲利.WritingTheCompetitiveAnalysisSection競(jìng)爭(zhēng)分析的準(zhǔn)備工作Whenyou'rewritingthebusinessplan,you'llwritethecompetitiveanalysissectionintheformofseveralparagraphs.當(dāng)你寫年度計(jì)劃時(shí),以幾個(gè)段落的形式來寫競(jìng)爭(zhēng)分析部分.Youmaywishtogiveeachparagraphaseparateheading.你會(huì)對(duì)每一個(gè)段落給予一個(gè)獨(dú)立的標(biāo)題.Thefirstparagraphwilloutlinethecompetitiveenvironment,tellingyourmanagementwhoyourproposedbusiness'competitorsare,howmuchofthemarkettheycontrol,andanyotherrelevantdetailsaboutthecompetition.第一段通常略述競(jìng)爭(zhēng)環(huán)境,告訴管理層誰是你的競(jìng)爭(zhēng)對(duì)手,他們控制了市場(chǎng)的多少分額和其他與競(jìng)爭(zhēng)有關(guān)的細(xì)節(jié).Thesecondandfollowingparagraphswilldetailyourcompetitiveadvantage,explainingwhyandhowyourcompanywillbeabletocompetewiththesecompetitorsandestablishyourselfasasuccessfulbusiness.第二和接下來的幾個(gè)段落,你將詳細(xì)說明你的競(jìng)爭(zhēng)優(yōu)勢(shì),說明你的公司為何及如何與這些競(jìng)爭(zhēng)對(duì)手競(jìng)爭(zhēng)并建立一個(gè)成功的企業(yè).Remember;youdon'thavetogointoexhaustivedetailhere,butyoudoneedtopersuadethemanagementofyourbusinessplanthatyouareknowledgeableaboutthecompetitionandthatyouhaveaclear,definitiveplanthatwillenableyournewbusinesstosuccessfullycompete.謹(jǐn)記,你不必長(zhǎng)篇大論的敘述,但你需要說服你的管理層,你對(duì)競(jìng)爭(zhēng)環(huán)境的了解,同時(shí)你也有一個(gè)明確的市場(chǎng)計(jì)劃以使你的新業(yè)務(wù)在競(jìng)爭(zhēng)中勝利.(c)TheMarketingPlanSectionOfTheBusinessPlan(C)年度計(jì)劃的市場(chǎng)計(jì)劃部分Whenwritingthebusinessplan,theMarketingPlansectionexplainshowyou'regoingtogetyourcustomerstobuyyourproductsand/orservices.Themarketingplan,then,willincludesectionsdetailingyour:寫年度計(jì)劃時(shí),市場(chǎng)計(jì)劃部分說明你將如何使你的客戶購(gòu)買你的產(chǎn)品和/或服務(wù).因而,市場(chǎng)計(jì)劃包括以下細(xì)節(jié):Productsand/orServicesandyourUniqueSellingProposition產(chǎn)品和/或服務(wù)和你獨(dú)特的銷售見解PricingStrategy價(jià)格策略Sales/DistributionPlan銷售/分銷計(jì)劃AdvertisingandPromotionsPlan廣告和促銷計(jì)劃Theeasiestwaytodevelopyourmarketingplanistoworkthrougheachofthesesections.最容易的準(zhǔn)備方法就是涵蓋以上各點(diǎn).Productsand/orServices產(chǎn)品和/或服務(wù)Thispartofthemarketingplanfocusesontheuniquenessofyourproductorservice,andhowthecustomerwillbenefitfromusingtheproductsorservicesyou'reoffering.Usethesequestionstowriteaparagraphsummarizingtheseaspectsforyourmarketingplan:這部分的市場(chǎng)計(jì)劃著重在你的產(chǎn)品或服務(wù)的獨(dú)特性,及顧客將如何在使用了你提供的產(chǎn)品或服務(wù)時(shí)受益.用以下問題來寫一段概括你的市場(chǎng)計(jì)劃:Whatarethefeaturesofyourproductorservice?你的產(chǎn)品或服務(wù)的特色什么?Describethephysicalattributesofyourproductorservice,andanyotherrelevantfeatures,suchaswhatitdoes,orhowyourproductorservicediffersfromcompetitiveproductsorservices.描述你的產(chǎn)品或服務(wù)最直觀的特性和其他相關(guān)特性,例如:其如何使用,及你的產(chǎn)品或服務(wù)與競(jìng)爭(zhēng)者的區(qū)別在那里.Howwillyourproductorservicebenefitthecustomer?你的產(chǎn)品或服務(wù)如何使顧客受益?Rememberthatbenefitscanbeintangibleaswellastangible;brainstormasmanybenefitsaspossibletobeginwith,andthenchoosetoemphasizethebenefitsthatyourtargetedcustomerswillmostappreciateinyourmarketingplan.好處可以是無形的也可以是有形的,可以通過頭腦風(fēng)暴來集思廣益收集可能有的好處,然后將重點(diǎn)放在你的目標(biāo)顧客對(duì)你最為欣賞的好處.Whatisitthatsetsyourproductorserviceapartfromalltherest?

Inotherwords,whatisyourUniqueSellingProposition,themessageyouwantyourcustomerstoreceiveaboutyourproductorservicethatistheheartofyourmarketingplan?Themarketingplanisallaboutcommunicatingthiscentralmessagetoyourcustomers.什么使你的產(chǎn)品或服務(wù)與其他的區(qū)分開來?換而言之,什么是你獨(dú)特銷售見解,你的市場(chǎng)計(jì)劃的核心應(yīng)是你要傳遞給顧客有關(guān)你的產(chǎn)品或服務(wù)的信息?市場(chǎng)計(jì)劃就是關(guān)于傳達(dá)給你的顧客這個(gè)中心信息.PricingStrategy價(jià)格策略Thepricingstrategyportionofthemarketingplaninvolvesdetermininghowyouwillpriceyourproductorservice;thepriceyouchargehastobecompetitivebutstillallowyoutomakeareasonableprofit.市場(chǎng)計(jì)劃的價(jià)格策略是有關(guān)你如何定價(jià)你的產(chǎn)品或服務(wù),你定的價(jià)格應(yīng)是具競(jìng)爭(zhēng)力的同時(shí)能帶給你合理的利潤(rùn).Thekeywordhereis"reasonable";youcanchargeanypriceyouwantto,butforeveryproductorservicethere'salimittohowmuchtheconsumeriswillingtopay.這里的關(guān)鍵詞就是”合理”,你可以定任何想定的價(jià)格,但是你的顧客對(duì)每樣產(chǎn)品或服務(wù)所愿付出的價(jià)格是有一定的限度.Yourpricingstrategyneedstotakethisconsumerthresholdintoaccount.你的價(jià)格策略需要考慮到顧客的承受極限.Themostcommonquestionpeoplehaveaboutthepricingstrategysectionofthemarketingplanis,"Howdoyouknowwhatpricetocharge?"人們對(duì)市場(chǎng)計(jì)劃的定價(jià)策略部分所持的共有的問題是“你如何知道定何種價(jià)格？”Basicallyyousetyourpricingthroughaprocessofcalculatingyourcosts,estimatingthebenefitstoconsumers,andcomparingyourproducts,services,andpricestoothersthataresimilar.基本上,你通過計(jì)算你的成本,估計(jì)對(duì)顧客的效益,與其他相似的產(chǎn)品,服務(wù)和價(jià)格的比較來制定價(jià)格.Setyourpricingbyexamininghowmuchitcostyoutoproducetheproductorserviceandaddingafairpriceforthebenefitsthatthecustomerwillenjoy.Examiningwhatothersarechargingforsimilarproductsorserviceswillguideyouwhenyou'refiguringoutwhata"fair"priceforsuchbenefitswouldbe.YoumayfinditusefultoconductaBreakevenAnalysis.你需了解相關(guān)產(chǎn)品或服務(wù)的成本,再加上合理的利潤(rùn)后來定價(jià).參考其他公司為相似產(chǎn)品或服務(wù)的定價(jià)使你能了解有利潤(rùn)的合理價(jià)格是多少.你會(huì)發(fā)現(xiàn)制作無虧損分析很有用。Thepricingstrategyyououtlineinyourmarketingplanwillanswerthefollowingquestions:你概述的市場(chǎng)計(jì)劃中的價(jià)格策略將回答以下問題:Whatisthecostofyourproductorservice?Makesureyouincludeallyourfixedandvariablecostwhenyou'recalculatingthis;thecostoflabourandmaterialsareobvious,butyoumayalsoneedtoincludefreightcosts,administrativecosts,and/orsellingcosts,forexample.你的產(chǎn)品或服務(wù)的成本是多少?你確定在計(jì)算時(shí)包含了所有固定和可變成本了嗎;勞動(dòng)和材料成本是很明顯的,但是你也需要包括如運(yùn)輸成本,行政成本和/或銷售成本.Howdoesthepricingofyourproductorservicecomparetothemarketpriceofsimilarproductsorservices?你的產(chǎn)品或服務(wù)的定價(jià)如何與相似產(chǎn)品或服務(wù)的市場(chǎng)價(jià)格競(jìng)爭(zhēng)?Explainhowthepricingofyourproductorserviceiscompetitive.Forinstance,ifthepriceyouplantochargeislower,whyareyouabletodothis?Ifit'shigher,whywouldyourcustomerbewillingtopaymore?Thisiswherethe"strategy"partofthepricingstrategycomesintoplay;willyourbusinessbemorecompetitiveifyouchargemore,less,orthesameasyourcompetitorsandwhy?說明你的產(chǎn)品或服務(wù)的價(jià)格是如何具有競(jìng)爭(zhēng)力.例如,如果你計(jì)劃定的價(jià)格偏低,為什么你會(huì)這么做?如果偏高,為什么你的顧客愿意支付更多的錢?這就是價(jià)格策略的“策略”部分開始運(yùn)作,是否你的公司的競(jìng)爭(zhēng)力會(huì)隨著你定價(jià)的高低或和競(jìng)爭(zhēng)者一樣而提高呢,為什么?WhatkindofROI(ReturnOnInvestment)areyouexpectingwiththispricingstrategy,andwithinwhattimeframe?你期待以此價(jià)格策略得到何種投資回報(bào),在何時(shí)間范圍內(nèi)?SalesandDistributionPlan銷售和分銷計(jì)劃Remember,theprimarygoalofthemarketingplanistogetpeopletobuyyourproductsorservices.TheSalesandDistributionpartofthemarketingplandetailshowthisisgoingtohappen.謹(jǐn)記,市場(chǎng)計(jì)劃的首要目標(biāo)就是讓人們購(gòu)買你的產(chǎn)品或服務(wù).市場(chǎng)計(jì)劃的銷售和分銷部分詳述這如何發(fā)生.TraditionallytherearethreepartstotheSalesandDistributionsectionofthemarketingplan,althoughallthreepartsmaynotapplytoyourbusiness.傳統(tǒng)上,市場(chǎng)計(jì)劃的銷售和分銷部分有三個(gè)部分,盡管所有這三個(gè)部分也許都對(duì)你的公司不適用.Outlinethedistributionmethodstobeused.1)概述所將使用的分銷方式Howisyourproductorservicegoingtogettothecustomer?Forinstance,willyoudistributeyourproductorservicethroughaWebsite,throughthemail,throughsalesrepresentatives,orthroughretail?你的產(chǎn)品或服務(wù)準(zhǔn)備如何接觸顧客?例如,你是否將你的產(chǎn)品或服務(wù)通過網(wǎng)站,郵件,銷售代表或零售來分銷?Whatdistributionchannelisgoingtobeused?何種分銷渠道將被使用?Inadirectdistributionchannel,theproductorservicegoesdirectlyfromthemanufacturertotheconsumer.直接的分銷渠道使產(chǎn)品或服務(wù)由廠商直接提供給顧客.Inaonestagedistributionchannelitgoesfrommanufacturertoretailertoconsumer.Thetraditionaldistributionchannelisfrommanufacturertowholesalertoretailertoconsumer.Outlineallthedifferentcompanies,peopleand/ortechnologiesthatwillbeinvolvedintheprocessofgettingyourproductorservicetoyourcustomer.單級(jí)分銷渠道是由廠商到零售商再到顧客.傳統(tǒng)的分銷渠道是由廠商到批發(fā)商到零售商再到顧客.簡(jiǎn)述從你的產(chǎn)品或服務(wù)到顧客過程中的所有不同公司,人和/或技術(shù).Whatarethecostsassociatedwithdistribution?與分銷相聯(lián)系的成本是什么?Whatarethedeliveryterms?交貨期限如何?Howwillthedistributionmethodsaffectproductiontimeframesordelivery?(Howlongwillittaketogetyourproductorservicetoyourcustomer?)分銷方式將如何影響生產(chǎn)期限或交貨?(你的產(chǎn)品或服務(wù)多長(zhǎng)時(shí)間能交到顧客手中?)Ifyourbusinessinvolvessellingaproduct,youshouldalsoincludeinformationaboutinventorylevelsandpackaginginthispartofyourmarketingplan.Forinstance:如果你的公司需要銷售產(chǎn)品,你應(yīng)該也要了解你市場(chǎng)計(jì)劃中這部分的存貨量和包裝的信息.例如:Howareyourproductstobepackagedforshippingandfordisplay?你的產(chǎn)品如何在裝運(yùn)和陳列時(shí)包裝?Doesthepackagingmeetallregulatoryrequirements(suchaslabelling)?包裝是否符合所有政府部門的要求(如標(biāo)簽)?Isthepackagingappropriatelycoded,priced,andcomplementarytotheproduct?包裝是否很好的編碼,定價(jià),與產(chǎn)品互補(bǔ)?Whatminimuminventorylevelsmustbemaintainedtoensurethatthereisnolossofsalesduetoproblemssuchaslateshipmentsandbackorders?必須維持多少最小庫(kù)存量以確保銷售沒有因?yàn)榍芭b船貨物和延期交貨等問題而遭受損失Outlinethetransactionprocessbetweenyourbusinessandyourcustomers.2)概述你公司與顧客間的交易過程Whatsystemwillbeusedforprocessingorders,shipping,andbilling?使用何種定貨,裝運(yùn)和記帳系統(tǒng)?Whatmethodsofpaymentwillcustomersbeabletouse?顧客會(huì)使用何種付款方式?Whatcredittermswillcustomersbeoffered?Ifyouwillofferdiscountsforearlypaymentorimposepenaltiesforlatepayment,theyshouldbementionedinthispartofyourmarketingplan.顧客會(huì)被提供何種信貸條件?如果你會(huì)對(duì)早日付款提供折扣,對(duì)延期付款施以罰款,應(yīng)該在你的這部分的市場(chǎng)計(jì)劃中提及.Whatisyourreturnpolicy?你的退貨政策是什么?Whatwarrantieswillthecustomerbeoffered?Describetheseoranyotherserviceguarantees.顧客會(huì)得到何種擔(dān)保條款?描述此或其他服務(wù)承諾.Whatafter-salesupportwillyouoffercustomersandwhatwillyoucharge(ifanything)forthissupport?你會(huì)否提供給顧客售后服務(wù)和你會(huì)如何對(duì)該售后服務(wù)收費(fèi)(如有的話)?Isthereasystemforcustomerfeedbacksocustomersatisfaction(orthelackofit)canbetrackedandaddressed?是否有顧客意見反饋系統(tǒng)以使顧客滿意度(或不滿意)能得到追蹤和反映?Ifit'sapplicabletoyourbusiness,outlineyoursalesstrategy.3)如果適用于你公司,概述你的銷售策略.Whattypesofsalespeoplewillbeinvolved(commissionedsalespeople,productdemonstrators,telephonesolicitors,etc.)?需要包括何種類型的銷售員（傭金制銷售員，產(chǎn)品操作示范員，電話游說者等）？Describeyourexpectationsofthesesalespeopleandhowsaleseffectivenesswillbemeasured.描述你對(duì)這些銷售員的期望值和如何衡量銷售業(yè)績(jī)。Willasalestrainingprogrambeoffered?Ifso,describeitinthissectionofthemarketingplan.是否提供銷售培訓(xùn)計(jì)劃？如果是，在這部分的市場(chǎng)計(jì)劃中進(jìn)行描述。Describetheincentivessalespeoplewillbeofferedtoencouragetheirachievements(suchasgettingnewaccounts,themostorders,etc.).描述銷售員的獎(jiǎng)勵(lì)制度及如何激勵(lì)銷售員的業(yè)績(jī)（如:獲得新的客戶，爭(zhēng)取到最多的定單等）AdvertisingAndPromotionPlan廣告和促銷計(jì)劃EssentiallytheAdvertisingandPromotionsectionofthemarketingplandescribeshowyou'regoingtodeliveryourUniqueSellingPropositiontoyourprospectivecustomers.Whilethereareliterallythousandsofdifferentpromotionavenuesavailabletoyou,whatdistinguishesasuccessfulAdvertisingandPromotionPlanfromanunsuccessfuloneisfocus-andthat'swhatyourUniqueSellingPropositionprovides市場(chǎng)計(jì)劃的廣告和促銷部分基本上是描述你如何傳達(dá)獨(dú)特的銷售見解給未來的顧客。你可以用成千上萬不同的促銷方式，而如何區(qū)別成功的和不成功的廣告和促銷計(jì)劃是在于你如何的集中力量-這就是你獨(dú)特的銷售見解所需要提供的。Sothinkfirstofthemessagethatyouwanttosendtoyourtargetedaudience.Thenlookatthesepromotionpossibilitiesanddecidewhichtoemphasizeinyourmarketingplan:你首先想一下你想要傳達(dá)給你的目標(biāo)觀眾的信息。然后考慮這些促銷可能性并決定你的市場(chǎng)計(jì)劃著重在哪里。Advertising-Thebestapproachtoadvertisingistothinkofitintermsofmediaandwhichmediawillbemosteffectiveinreachingyourtargetmarket.Thenyoucanmakedecisionsabouthowmuchofyourannualadvertisingbudgetyou'regoingtospendoneachmedium.廣告–最佳廣告方式以媒體來思考何種媒體對(duì)接近你的目標(biāo)市場(chǎng)最有效。然后你可以決定你用在每家媒體上的年度廣告預(yù)算。Whatpercentageofyourannualadvertisingbudgetwillyouinvestineachofthefollowing:你投入到以下媒介的年度廣告預(yù)算的百分比是多少：theInternet因特網(wǎng)television電視r(shí)adio廣播newspapers報(bào)紙magazines雜志telephonebooks/directories電視書籍/目錄billboards廣告牌bench/bus/subwayads椅子/公共汽車/地鐵廣告directmail傳單cooperativeadvertisingwithwholesalers,retailersorotherbusinesses?與批發(fā)商，零售商和其他公司的共同付費(fèi)廣告？Includenotonlythecostoftheadvertisingbutyourprojectionsabouthowmuchbusinesstheadvertisingwillbringin.不僅包括廣告成本，還有你對(duì)廣告能帶來多少生意及效益的預(yù)計(jì)。SalesPromotion-Ifit'sappropriatetoyourbusiness,youmaywanttoincorporatesalespromotionactivitiesintoyouradvertisingandpromotionplan,suchas:促銷：-如果合適,在你的廣告和促銷計(jì)劃中加入以下促銷手段:offeringfreesamples提供免費(fèi)樣品coupons優(yōu)待券pointofpurchasedisplays銷售點(diǎn)陳列productdemonstrations產(chǎn)品示范MarketingMaterials-Everybusinesswillincludesomeoftheseintheirpromotionplans.Themostcommonmarketingmaterialisthebusinesscard,butbrochures,pamphletsandservicesheetsarealsocommon.銷售工具–每家公司要在促銷計(jì)劃中包含這中間的一些。最普通的銷售工具就是名片，而公司介紹手冊(cè),產(chǎn)品宣傳小冊(cè)子，服務(wù)卡也很普通。Publicity-Anotheravenueofpromotionthateverybusinessshoulduse.Describehowyouplantogeneratepublicity.Whilepressreleasesspringtomind,that'sonlyonewaytogetpeoplespreadingthewordaboutyourbusiness.Consider:宣傳–另一種企業(yè)需要使用的促銷方式。描述你準(zhǔn)備如何展開宣傳，突然想起新聞稿時(shí)，它是唯一讓人們對(duì)你的公司口耳相傳的辦法。請(qǐng)考慮：productlaunches產(chǎn)品發(fā)布specialevents,includingcommunityinvolvement特別活動(dòng)，包括社區(qū)的參與writingarticles書面文章gettingandusingtestimonials獲得和使用證書YourBusiness'WebSite-IfyourbusinesshasorwillhaveaWebsite,describehowyourWebsitefitsintoyouradvertisingandpromotionplan.你的公司網(wǎng)站–如果你公司已經(jīng)有或即將有一個(gè)網(wǎng)站，描述你的網(wǎng)站如何符合你的廣告和促銷計(jì)劃相。(d)TheHumanResourcesNeedsOfTheBusinessPlan(d)業(yè)務(wù)計(jì)劃的人力資源需求Beginwiththebottomlineandendinmind,describeyourhumanresourcesneedsspecifically.開始于底線，結(jié)束于內(nèi)心，描述你指定的人力資源需求。Outlinetheinternalmanagementteamwithclearrolesandresponsibilitiesandprofileyourmanagementteam’sskills.Explainhoweachkeymanagementteammemberswillcontributetothesuccessofthebusiness.Youmaywishtopresentthisasanorganizationchart.以明確的角色和職責(zé)來概述內(nèi)部管理團(tuán)隊(duì)并剖析你的管理團(tuán)隊(duì)的技巧。說明管理團(tuán)隊(duì)每個(gè)關(guān)鍵成員將如何為公司的成功做出貢獻(xiàn)。你可能想以組織圖的形式來演示。Outlineyouremployeerequirementsinthissectionofyourbusinessplan,includingadescriptionofthespecificskillsandcompetencyforeachoftheemployeesworkingatdifferentprocesses.概述在你業(yè)務(wù)計(jì)劃的這部分中對(duì)員工的要求，包括對(duì)不同工序中工作的每個(gè)員工指定技巧和能力。Calculateyourlabourcosts.Determinehowmuchsalaryeachemployeewillreceive,andtotalthecostofsalaryforallyouremployees.Addtothisthecostofanyotheremployeebenefits,suchascompanysponsoredmedicalanddentalplanstocalculateyourtotallabourcost.Makesureyourtotallabourcostdonotexceedthebenchmarkindicators.(e.g.labourcost/kg)計(jì)算勞動(dòng)成本。決定每個(gè)員工將得到多少工資和對(duì)所有員工的工資總成本。將這部分成本加到員工福利中，如把公司提供的醫(yī)療和牙科計(jì)劃算入總勞動(dòng)成本。確保你的總勞動(dòng)成本沒有超過基準(zhǔn)指標(biāo)（如勞動(dòng)成本/公斤）Youalsoneedtodescribehowyou'regoingtofindthestaffyouneed.Yourdescriptionofstaffrecruitmentshouldalsoexplainwhetherornotsufficientlocallabourisavailable,andhowyou'regoingtorecruitstaffifyouneedtoemployforeignworkers.你也需要描述如何了解員工的需要。在員工招募時(shí)也要說明是否有足夠的本地勞動(dòng)力，需要招募外籍員工時(shí)如何來招聘。Finally,whenyou'rewritingaboutstafftraininginyourbusinessplan,you'llwanttoincludeasmanyspecificsaspossible.Whatspecifictrainingwillyourstaffundergo?Whatongoingtrainingopportunitieswillyouprovideforyouremployees?最后，在你的業(yè)務(wù)計(jì)劃中寫出盡可能多的員工培訓(xùn)的細(xì)節(jié)。你的員工能得到何種指定培訓(xùn)？你會(huì)提供給員工多少培訓(xùn)機(jī)會(huì)？(e)MISPlan(e)信息管理計(jì)劃YouarerequiredtogiveabriefdescriptionofcurrentMISsystem,proposedupgrade(ifnecessary)–hardware,softwareandestimatecostofupgrading.描述現(xiàn)有的信息管理系統(tǒng),建議升級(jí)的硬件及軟件(如需要)及相關(guān)的費(fèi)用(f)KeyQPPImprovementActivitiesandPlan(f)主要的QPP項(xiàng)目及計(jì)劃TheGMalsoneedstoprovideanoutlineofyourkeyQPPimprovementareasandthepotentialsavingfromtheQATteamsforFY2006.總經(jīng)理需提供2006年度主要的QPP項(xiàng)目及相關(guān)的節(jié)約.Yourimproveareasmayincludethefollowingkeytopics:-你需改進(jìn)的地方主要為以下幾點(diǎn):Revenuegrowth銷售額的增長(zhǎng)Quality&Productivitygrowth品質(zhì)及生產(chǎn)效益的增長(zhǎng)Workingenvironment,safetyandhealth工作環(huán)境,安全及職工健康Keyworkersskillsandcompetencies主要的技能及能力YourpresentationshouldalsoincludeaQPPMilestoneChartandthesystematicmethodologyonhowtoimprovementandevaluationthekeyprocessesinordertoimproveyourproductandservicesqualityandtosustainyourbusinessgrowth.你的演示需包含:QPP主要里程碑圖表,對(duì)產(chǎn)品及服務(wù)的質(zhì)量不斷改進(jìn)及衡量以達(dá)到持續(xù)業(yè)務(wù)增長(zhǎng)的系統(tǒng)辦法的介紹.(g)TheFinancialPlanSectionOfTheBusinessPlan(g)年度計(jì)劃的財(cái)務(wù)計(jì)劃部分Basically,thefinancialplansectionofthebusinessplanconsistsofthreefinancialstatements,theincomestatement,thecashflowprojectionandthebalancesheetandabriefexplanation/analysisofthesestatements.基本上，年度財(cái)務(wù)計(jì)劃包括三個(gè)財(cái)務(wù)報(bào)表，利潤(rùn)表，現(xiàn)金流量表和資產(chǎn)負(fù)債表，以及對(duì)這三個(gè)報(bào)表的簡(jiǎn)單解釋/分析。(1)TheIncomeStatement(1)利潤(rùn)表TheIncomeStatementisoneofthethreefinancialstatementsthatyouneedtoincludeintheFinancialPlansectionofthebusinessplan.利潤(rùn)表是你年度計(jì)劃的財(cái)務(wù)部分中所要包括的三個(gè)報(bào)表之一。TheIncomeStatementshowsyourRevenues,Expenses,andProfitforaparticularperiod.It'sasnapshotofyourbusinessthatshowswhetherornotyourbusinessisprofitableatthatpointintime;Revenue-Expenses=Profit/Loss.利潤(rùn)表將顯示你在特定時(shí)間內(nèi)的收入，費(fèi)用和利潤(rùn)。它能迅速顯示您的業(yè)務(wù)在那個(gè)時(shí)間點(diǎn)是否盈利。收入-費(fèi)用=利潤(rùn)/虧損TheBalanceSheet(2)資產(chǎn)負(fù)債表NOTE:IFYEAR-TO-DATESEPTEMBER2005BALANCESHEETISNOTAVAILABLE,PLEASEPRESENTINFORMATIONBASEDONYEAR-TO-DATEAUGUST2005.注:如截止到2005年9月的資產(chǎn)負(fù)債表還未能拿到,請(qǐng)用截止到2005年8月的數(shù)據(jù).TheBalanceSheetpresentsapictureofyourbusiness'networthataparticularpointintime.Itsummarizesallthefinancialdataaboutyourbusiness,breakingthatdatainto3categories;assets,liabilities,andequity.資產(chǎn)負(fù)債表顯示你的業(yè)務(wù)在某個(gè)時(shí)間點(diǎn)上的資本凈值。它從三個(gè)范圍總結(jié)了關(guān)于你業(yè)務(wù)所有的財(cái)務(wù)數(shù)據(jù)，即資產(chǎn)，負(fù)債和權(quán)益。(3)TheCashFlowProjection現(xiàn)金流量表NOTE:IFYEAR-TO-DATESEPTEMBER2005BALANCESHEETISNOTAVAILABLE,PLEASEPRESENTINFORMATIONBASEDONYEAR-TO-DATEAUGUST2005.注:如截止到2005年9月的現(xiàn)金流量表還未能拿到,請(qǐng)用截止到2005年8月的數(shù)據(jù).TheCashFlowProjectionshowshowcashisexpectedtoflowinandoutofyourbusiness.It'sanimportanttoolforcashflowmanagement,lettingyouknowwhenyourexpendituresaretoohighorwhenyoumightwanttoarrangeshortterminvestmentstodealwithacashflowsurplus.現(xiàn)金流量表將顯示資金是應(yīng)該如何流入及流出你的公司。它是現(xiàn)金管理的重要工具，讓你知道什么時(shí)候你的費(fèi)用太高了，或者什么時(shí)候你有資金流量剩余，可以安排短期投資。Aspartofyourbusinessplan,aCashFlowProjectionwillgiveyouamuchbetterideaofhowmuchcapitalinvestmentyourbusinessideaneeds.YouwillwanttoshowCashFlowProjectionsforeachmonthoveraoneyearperiodaspartoftheFinancialPlanportionofyourbusinessplan.作為您業(yè)務(wù)計(jì)劃的一部分，現(xiàn)金流的預(yù)測(cè)可以給您提供更好的方案，讓您知道您的業(yè)務(wù)規(guī)劃需要多少的資金投資。您需要在一年以上的基礎(chǔ)上按照月份顯示您的現(xiàn)金流計(jì)劃，它是您業(yè)務(wù)規(guī)劃之財(cái)務(wù)計(jì)劃方面的一部分。TherearethreepartstotheCashFlowProjection.ThefirstpartdetailsyourCashRevenues.Enteryourestimatedsalesfiguresforeachmonth.RememberthattheseareCashRevenues;youwillonlyenterthesalesthatarecollectibleincashduringthespecificmonthyouaredealingwith.現(xiàn)金流轉(zhuǎn)計(jì)劃分三部分。第一部分詳細(xì)列出你的現(xiàn)金收入。輸入你預(yù)計(jì)的每月銷售數(shù)據(jù)。記住，這些是現(xiàn)金收入，你僅需輸入處理的指定月份的銷售數(shù)據(jù)，它們是現(xiàn)金可收賬款。ThesecondpartisyourCashDisbursements.Takethevariousexpensecategoriesfromyourledgerandlistthecashexpendituresyouactuallyexpecttopaythatmonthforeachmonth.現(xiàn)金流轉(zhuǎn)計(jì)劃的第二部分是你的現(xiàn)金支出。從你的分類賬中取出不同的費(fèi)用種類，然后將您實(shí)際預(yù)計(jì)每月的當(dāng)月現(xiàn)金支出一一列出。ThethirdpartoftheCashFlowProjectionistheReconciliationofCashRevenuestoCashDisbursements.Astheword"reconciliation"suggests,thissectionstartswithanopeningbalancewhichisthecarryoverfromthepreviousmonth'soperations.Thecurrentmonth'sRevenuesareaddedtothisbalance;thecurrentmonth'sDisbursementsaresubtracted,andtheadjustedcashflowbalance