What is (1)
What is the company (or project) you founded, what is the core competitiveness and what is the value?
(2) Why
Why the company you started (or the selected project) will bring profits, what is the market situation of this industry, and what is the reason for your success.
(3) How to do it
How did you start a business? How to carry out the project? How much money and resources are needed and why.
These are the three points that a business plan must clearly state, but they are only the construction of the basic skeleton. After clearly expressing their ideas, the business plan should also quote a lot of data and information, such as the company's operating conditions in previous years, product cost estimation, product market share, how to avoid risks and so on. Stimulate your partner's enthusiasm and enhance each other's confidence. Business plan is a double-edged sword, which can win an opportunity for you or make you lose an opportunity. In order to win more opportunities for yourself, you should try to write a convincing business plan. To write a convincing business plan, you must also have the following points:
1, detailed product analysis
Marketing thinks that marketing is the embodiment of value, and the business plan is nothing more than making a marketing for yourself, and what you have to do is to embody value. This value is the core competitiveness of your product or service. Usually, the product introduction should include the following contents: the concept, performance and characteristics of the product; Introduction of main products; Market competitiveness of products; Product development process; Plan and cost analysis of developing new products; Market prospect forecast of products; Brand and patent of products. At the same time, product introduction must answer the following questions: ① What problems do customers want the products of the enterprise to solve, and what benefits can customers get from the products of the enterprise? ② What are the advantages and disadvantages of an enterprise's products compared with its competitors? Why do customers choose their own products? (3) What protection measures have the enterprise taken for its products, what patents and licenses the enterprise has, or what agreements have been reached with the manufacturers applying for patents? (4) Why can the pricing of enterprise products make enterprises generate enough profits, and why do users buy enterprise products in large quantities? ⑤ What methods do enterprises adopt to improve the quality and performance of products, and what plans do enterprises have for developing new products, etc. Only by explaining these real and key hard data clearly can partners firmly believe that the products really have investment value and can they embark on the road of entrepreneurship with you without hesitation.
2. Adequate market research
The purpose of doing a business or project is not to cheat venture capitalists, but to really start your own business, so you must do sufficient market research before starting the project. Market research is the key reference to demonstrate the feasibility of the project. Doing this well is not only responsible for partners, but also for yourself. Market research can be carried out through relevant consulting companies or through the Internet. Of course, the most direct thing is to organize employees to conduct field research. Then sort out and classify the survey data, and draw scientific conclusions from the survey. Finally, express these in words and clearly provide your partners with in-depth analysis and understanding of the target market. Market research should at least include the following information: Is there a demand for this product in the market? Can the degree of demand bring the expected benefits to the enterprise? How big is the new market? What is the future trend of demand development and its state? What are the factors that affect demand? Who are the main competitors in the market? Is there a market gap that is beneficial to the products of this enterprise? What is the expected market share of this enterprise? How will our competitors react when we enter the market and what impact will these reactions have on the enterprise? In the business plan, the market forecast should include the following contents: a summary of the current market situation; Overview of competitors; Target customers and target markets; The market position of the products of this enterprise; Market area and characteristics, etc.
Finally, through the analysis of these data, it is concluded that the market demand for this product is great, and the price of our own product is recognized, which clearly tells our partners that this project is feasible.
3. Demonstration of reasonable business model
Anyone who has worked in the market knows that there is no technical difference between most products. What really affects the business situation is the business model. The most typical examples of success by relying on business models are Dell and Amazon. They have experienced mature commodities such as computers and books respectively, but the two companies have created business models of direct sales and long tail sales respectively, and have achieved great success. The formulation of business model is a scientific process, and the main factors affecting business model are: ① the characteristics of consumers; ② Characteristics of products; ③ the situation of the enterprise itself; ④ Market environment factors. Through the comprehensive analysis of these factors, a business model suitable for our own enterprises is formulated, and the description of the business model should include the following contents: ① the choice of market institutions and marketing channels; ② Marketing team and management; ③ Promotion plan and advertising strategy; (4) Price decision. All these will enhance the confidence of partners in success.
4. Accurate sales plan.
For enterprises, sales is a real encounter, positional warfare, and the fight is strength. Therefore, how to form a sales team and achieve the sales target is the key to the success of an enterprise. In the business plan, how many employees are needed to achieve the established sales target? What kind of employees? How many stages are there in the sales plan? When is the completion time of each stage? What remedial measures are there if the goal is not achieved? In short, write down all the plans you have considered about market operation and make reasonable adjustments. This will let your partner know that you are clear-minded and practical.
5. Introduction of management team
The quality of enterprise management directly determines the size of enterprise management risk. High-quality managers and good organizational structure are important guarantees for managing enterprises well. Therefore, venture capitalists will pay special attention to the evaluation of management team. Managers of enterprises should complement each other and have team spirit. An enterprise must have professionals in charge of product design and development, marketing, production and operation management, corporate finance and so on. In the business plan, it is necessary to define the main managers, introduce their abilities, their duties and responsibilities in the enterprise, and their past detailed experiences and background. In addition, in this part of the business plan, the company structure should also be briefly introduced, including: the organization chart of the company; Functions and responsibilities of various departments; Heads of departments and main members; The company's salary system; List of shareholders of the company, including stock options, proportions and privileges; Board members of the company; Background information of directors.
6. Financial planning
Financial planning needs to spend more energy on specific analysis, including the preparation of cash flow statement, balance sheet and income statement. Liquidity is the lifeline of an enterprise, so when an enterprise starts or expands, it needs careful planning in advance and strict control in the process; The income statement reflects the profitability of the enterprise, which is the operating result of the enterprise after a period of operation; The balance sheet reflects the state of the enterprise at a certain moment, and investors can use the ratio index obtained from the data in the balance sheet to measure the operating status and possible return on investment of the enterprise.
Financial planning generally includes the following contents: (1) conditional assumptions of business plans; (2) Expected balance sheet; Estimated income statement; Analysis of cash receipts and payments; Source and use of funds.
It can be said that a business plan summarizes what venture entrepreneurs need to do in the process of financing, while financial planning is the support and explanation of the business plan. Therefore, a good financial planning is very important for evaluating the amount of funds needed by venture enterprises and improving the possibility of obtaining funds for venture enterprises. If the financial planning is not fully prepared, it will give investors the impression that enterprise managers are inexperienced, reduce the evaluation value of risky enterprises, and increase the operational risk of enterprises.
7. Excellent plan summary
The plan summary is listed in front of the business plan, which is the essence of the condensed business plan. The outline of the plan covers the main points of the plan, so that it can be seen at a glance, so that readers can review the plan and make judgments in the shortest time and leave a long impression on readers. The outline of the plan generally includes the following contents: company introduction; Main products and business scope; Market overview; Marketing strategy; Sales plan; Production management plan; Managers and their organizations; Financial plan; Capital demand, etc. In the plan summary, the enterprise must also answer the following questions: ① the industry in which the enterprise is located, the nature and scope of its operation; (two) the contents of the main products of the enterprise; (3) Where is the market of the enterprise, who are its customers and what are their needs; (4) Who are the partners and investors of the enterprise; ⑤ Who are the competitors of the enterprise and what influence the competitors have on the development of the enterprise.
Try to be concise and vivid. In particular, it is necessary to explain in detail the differences between their own enterprises and the market factors for their success. If an entrepreneur knows what he has done, just two pages of summary is enough. If the entrepreneur doesn't know what he is doing, the summary may be more than 20 pages. Therefore, some investors "pick out wheat from chaff" according to the length of the abstract.
After the business plan is written, venture entrepreneurs had better check the plan again to see if they can accurately answer investors' questions and win investors' confidence in the enterprise. In general, you can check the plan from the following aspects:
1. Does your business plan show that you have experience in managing a company? If you lack the ability to manage the company yourself, it clearly means that you have hired a business master to manage your company.
2. Does your business plan show that you have the ability to repay the loan? Ensure that a complete ratio analysis is provided to potential investors.
3. Does your business plan show that you have made a complete market analysis? Let investors firmly believe that the product requirements stated in your plan are true.
4. Is your business plan easy for investors to understand? The business plan should have an index and a table of contents, so that investors can refer to each chapter more easily. In addition, we should also ensure that the information flow in the catalogue is logical and realistic.
5. Do you have a plan summary in your business plan and put it at the front? The plan summary is equivalent to the cover of the company's business plan, and investors will read it first. In order to keep the interest of investors, the plan summary should be attractive.
6. Is your business plan grammatically correct? If you can't guarantee it, you'd better have someone check it for you. Misspellings and typographical errors in the plan will make entrepreneurs lose opportunities quickly.
7. Can your business plan dispel investors' doubts about products/services? A product model can be prepared if necessary. All aspects of the business plan will have an impact on the success of fund-raising. Therefore, if you lack confidence in the success of your business plan, you'd better consult the plan writing guide or consult a special consultant.