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1、Lesson Fifteen Key point:useful terms and definitions of business plan Difficult points:the tips of a business planLesson Fifteen Requirement By By the the end end of of this this lesson,lesson,you you should should be be able to have a good command of able to have a good command of thetipsofabusine
2、ssplanthetipsofabusinessplan thethecommonly-usedcommonly-usedsentencessentencesininwritingwriting business plan business plan By By the the end end of of this this lesson,lesson,you you should should be be able toable to knowthepartofmanagementinabusinessplanknowthepartofmanagementinabusinessplan kn
3、owthepartoffinancialsinabusinessplanknowthepartoffinancialsinabusinessplan knowhowtowriteabusinessplanknowhowtowriteabusinessplan prescribeprescribe thethe successfulsuccessful wayway ofof CharlieCharlie Bell,Bell,thetheMcDonaldsCEOMcDonaldsCEOLesson Fifteen Creating an Effective Business Plan(III)N
4、ew WordsNew Wordsthrivethrivev.v.繁荣；兴旺；茁壮成长繁荣；兴旺；茁壮成长繁荣；兴旺；茁壮成长繁荣；兴旺；茁壮成长chronologicalchronologicala.a.年代学的；按年代顺序的年代学的；按年代顺序的年代学的；按年代顺序的年代学的；按年代顺序的flounderflounderv.v.挣扎；折腾挣扎；折腾挣扎；折腾挣扎；折腾subcontractorsubcontractorn.n.转包工作的承包人；转包人；分包者转包工作的承包人；转包人；分包者转包工作的承包人；转包人；分包者转包工作的承包人；转包人；分包者flipsideflipsiden.n
5、.（美口语）唱片的反面（美口语）唱片的反面（美口语）唱片的反面（美口语）唱片的反面underestimateunderestimaten.;v.n.;v.低估；看轻低估；看轻低估；看轻低估；看轻reputablereputablea.a.受好评的；受尊敬的；规范的受好评的；受尊敬的；规范的受好评的；受尊敬的；规范的受好评的；受尊敬的；规范的capitalizationcapitalizationn.n.资本化；本金化；资本总额资本化；本金化；资本总额资本化；本金化；资本总额资本化；本金化；资本总额lumplumpn.n.块；瘤；很多块；瘤；很多块；瘤；很多块；瘤；很多revenuerevenu
6、en.n.收入；岁收；税务局收入；岁收；税务局收入；岁收；税务局收入；岁收；税务局tolerabletolerablea.a.可容忍的；可以的可容忍的；可以的可容忍的；可以的可容忍的；可以的appropriateappropriatea.a.适当的适当的适当的适当的gaugegaugen.;v.n.;v.标准度量；计量器；精确计量标准度量；计量器；精确计量标准度量；计量器；精确计量标准度量；计量器；精确计量Lesson Fifteen Skill TrainingSamples of the Outline of a Business PlanSample 1:Sample 1:An Outl
7、ine of a Complete Business PlanAn Outline of a Complete Business Plan SummarySummary BusinessConceptBusinessConceptCurrentsituationCurrentsituationKeysuccessfactorsKeysuccessfactorsFinancialsituation/needsFinancialsituation/needs Vision Vision VisionstatementVisionstatement MilestonesMilestonesLesso
8、n Fifteen Market Analysis Market Analysis The overall market The overall market Changes in the market Changes in the market Market segments Market segments Target market and customers Target market and customers Customer characteristics Customer characteristics Customer needs Customer needs Customer
9、 buying decisions Customer buying decisions Competitive AnalysisCompetitive Analysis Industry overview Industry overview Nature of competition Nature of competition Changes in the industry Changes in the industry Primary competitors Primary competitors Competitive products/services Competitive produ
10、cts/services Opportunities Opportunities Threats and risks Threats and risks Lesson Fifteen Strategy Strategy Key competitive capabilities Key competitive capabilities Key competitive weaknesses Key competitive weaknesses Strategy Strategy Implementing strategy Implementing strategy Products/Service
11、s Products/Services Product/service description Product/service description Positioning of products/services Positioning of products/services Competitive evaluation of products/services Competitive evaluation of products/services Future products/services Future products/services Lesson Fifteen Marke
12、ting and salesMarketing and sales Marketing strategy Marketing strategy Sales tactics Sales tactics Advertising Advertising Promotions/incentives Promotions/incentives Publicity Publicity Trade shows Trade shows OperationsOperations Key personnel Key personnel Organizational structure Organizational
13、 structure Human resources plan Human resources plan Product/service delivery Product/service delivery Customer service/support Customer service/support Facilities Facilities Lesson Fifteen Creating the financials of the business planCreating the financials of the business plan Assumptions and Comme
14、nts Assumptions and Comments Starting Balance Sheet Starting Balance Sheet Profit and Loss Projection Profit and Loss Projection Cash Flow Projection Cash Flow Projection Balance Sheet Projection Balance Sheet Projection Ratios and Analysis Ratios and AnalysisLesson Fifteen Sample 2:Sample 2:BUSINES
15、S PLAN FOR A RESTAURANTBUSINESS PLAN FOR A RESTAURANTTable of ContentsTable of ContentsCompany Description Company Description Industry Analysis Industry Analysis Products&Related Services Products&Related Services The Target Market The Target Market The Competition The Competition Marketing Plan&Sa
16、les Strategy Marketing Plan&Sales Strategy Operations Operations Management&Organization Management&Organization Long-Term Development&Exit Plan Long-Term Development&Exit Plan Financial Data&Projections Financial Data&Projections Appendices Appendices Lesson Fifteen Sample 3:Sample 3:BUSINESS PLAN
17、FOR A RETAIL BUSINESSBUSINESS PLAN FOR A RETAIL BUSINESS AmericanManagementTechnology1.0ExecutiveSummary1.1Objectives1.2Mission1.3KeystoSuccess2.0CompanySummary2.1CompanyOwnership2.2CompanyHistory2.4CompanyLocationsandFacilities Lesson Fifteen 3.0ProductsandServices3.1ProductandServiceDescription3.2
18、CompetitiveComparison3.3SalesLiterature3.4Sourcing3.5Technology3.6FutureProductsandServicesLesson Fifteen 4.0MarketAnalysisSummary4.1MarketSegmentation4.2IndustryAnalysis4.2.1IndustryParticipants4.2.2DistributionPatterns4.2.3CompetitionandBuyingPatterns4.2.4MainCompetitors4.3MarketAnalysisLesson Fif
19、teen 5.0StrategyandImplementationSummary5.1MarketingStrategy5.1.2PricingStrategy5.1.3PromotionStrategy5.2SalesStrategy5.2.1SalesForecast5.2.2StartupSummary6.0PersonnelPlan7.0FinancialPlan7.1KeyFinancialIndicators8.0ManagementTeamLesson Fifteen The Commonly-used Sentences in Writing Business Plan(III
20、)1.After having successfully introduced thecomplexwidgetintotheAmericanmarket,ourexpansion will be in two separate areas:increasingsalesintheUSAandenteringvariousforeignmarkets.2.We expect that a small percentage willdesire to remain independent and these willhavetobereplacedwithourownsalesforce.Les
21、son Fifteen 3.Wewillincreasenationaladvertisingandbegin targeting smaller accounts and specialtyoutlets.4.TheAmericanmarketforproduct/serviceisestimatedat$8BillionannualsalesbasedondatafurnishedbyXYZSurvey.5.We estimate that we can achieve XX%marketsharewithinXXyears.Tocontinueourgrowth,wewillbeusin
22、gthefollowingmethodstoexpandourmarketsandtoincreaseournewareasofdoingbusiness:Lesson Fifteen 6.Thislocationisdesirablebecause:thebuildingisstructurallycompatibleforouruse;the rent is below market;the buildinghas the necessary facilities to operate thisbusiness;thelocationisconvenientforourfreight co
23、mpanies,suppliers,clients andemployees;possibilityofexpansioninthearea.7.OurmainsupplierofcomponentpartswillbeDEFManufacturingofFortLee,NJ.Lesson Fifteen 8.Withroboticsourlaborcostsandthereforeourproductioncostswillbethelowestintheindustry.9.To maintain our advantage we haveestablishedlinesofcommuni
24、cationwithallofourpotentialmachinerysuppliers.10.Most importantly we have an ongoingrelationship with several universities and areactively participating in various studies andexperimentsrelatingtoproductionmethods.Lesson Fifteen 11.We have contracted with an environ-mental engineering company to adv
25、ise us onany possible problems as well as solutionsincludinglegaldisposalofallhazardouswastes.12.Our present program of joint researchwith the local university has proven verybeneficial.13.We project that we will be able togenerate sufficient capital from operations tomeet our initial needs after th
26、e infusion of$200,000.Lesson Fifteen 14.Should sales not be up to projections,adjustmentswillbemadeinorderingandlongtermcommitmentsdecreasedorpostponed.15.MyCompanyseeksatafuturepointtouse a computerized accounting package tomonitorourfinancialperformance.16.Thisinformationwillbecompiledattheendofea
27、chmonthforpreparationoffinancialstatements.17.The money invested in My Companywillbeusedforthefollowingpurposes:Lesson Fifteen 18.Ifwefindthatwearecontinuallyoverbudget,ourfirststepwillbetoreevaluateourmarkup on products and then to recheck ourcoststomakecertainthatweareobtainingthebestpossibleprice
28、s.19.Alsoduetothefastchangingnatureofthis industry,we will need to retrofit thesemachineswithinXXyearsatcustomerexpense.20.At this time there are approximately1,500companiesworldwidemakingcomparablesimplewidgets.Lesson Fifteen Reading Materials From Burger Flipper to McDonalds CEO Abstract:This article tells of a story ofCharlieBell,anAustralianwhohasgonefromflipping burgers and cleaning toilets in asuburban restaurant to running the worldwideMcDonaldsfastfoodempire.Key words:Charlie Bell;burger;flipper;McDonald;CEO返返 回回