businessplanforastartupbusiness(doc31)-经营管理(编辑修改稿)

businessplanforastartupbusiness(doc31)-经营管理(编辑修改稿)内容摘要：

ypes of businesses.) How will your products or services pare with the petition? Use the Competitive Analysis table below to pare your pany with your two most important petitors. In the first column are key petitive factors. Since these vary from one industry to another, you may want to customize the list of factors. Page 11 of 31 In the column labeled Me, state how you honestly think you will stack up in customers39。 minds. Then check whether you think this factor will be a strength or a weakness for you. Sometimes it is hard to analyze our own weaknesses. Try to be very honest here. Better yet, get some disinterested strangers to assess you. This can be a real eyeopener. And remember that you cannot be all things to all people. In fact, trying to be causes many business failures because efforts bee scattered and diluted. You want an honest assessment of your firm39。 s strong and weak points. Now analyze each major petitor. In a few words, state how you think they pare. In the final column, estimate the importance of each petitive factor to the customer. 1 = critical。 5 = not very important. Table 1: Competitive Analysis Factor Me Strength Weakness Competitor A Competitor B Importance to Customer Products Price Quality Selection Service Reliability Stability Expertise Company Reputation Location Appearance Page 12 of 31 Factor Me Strength Weakness Competitor A Competitor B Importance to Customer Sales Method Credit Policies Advertising Image Now, write a short paragraph stating your petitive advantages and disadvantages. Niche Now that you have systematically analyzed your industry, your product, your customers, and the petition, you should have a clear picture of where your pany fits into the world. In one short paragraph, define your niche, your unique corner of the market. Strategy Now outline a marketing strategy that is consistent with your niche. Promotion How will you get the word out to customers? Advertising: What media, why, and how often? Why this mix and not some other? Have you identified lowcost methods to get the most out of your promotional budget? Will you use methods other than paid advertising, such as trade shows, catalogs, dealer incentives, word of mouth (how will you stimulate it?), and work of friends or professionals? What image do you want to project? How do you want customers to see you? Page 13 of 31 In addition to advertising, what plans do you have for graphic image support? This includes things like logo design, cards and letterhead, brochures, signage, and interior design (if customers e to your place of business). Should you have a system to identify repeat customers and then systematically contact them? Promotional Budget How much will you spend on the items listed above? Before startup? (These numbers will go into your startup budget.) Ongoing? (These numbers will go into your operating plan budget.) Pricing Explain your method or methods of setting prices. For most small businesses, having the lowest price is not a good policy. It robs you of needed profit margin。 customers may not care as much about price as you think。 and large petitors can under price you anyway. Usually you will do better to have average prices and pete on quality and service. Does your pricing strategy fit with what was revealed in your petitive analysis? Compare your prices with those of the petition. Are they higher, lower, the same? Why? How important is price as a petitive factor? Do your intended customers really make their purchase decisions mostly on price? What will be your customer service and credit policies? Proposed Location Probably you do not have a precise location picked out yet. This is the time to think about what you want and need in a location. Many startups run successfully from home for a while. You will describe your physical needs later, in the Operational Plan section. Here, analyze your location criteria as they will affect your customers. Page 14 of 31 Is your location important to your customers? If yes, how? If customers e to your place of business: Is it convenient? Parking? Interior spaces? Not out of the way? Is it consistent with your image? Is it what customers want and expect? Where is the petition located? Is it better for you to be near them (like car dealers or fast food restaurants) or distant (like convenience food stores)? Distribution Channels How do you sell your products or services? Retail Direct (mail order, Web, catalog) Wholesale Your own sales force Agents Independent representatives Bid on contracts Sales Forecast Now that you have described your products, services, customers, markets, and marketing plans in detail, it’s time to attach some numbers to your plan. Use a sales forecast spreadsheet to prepare a monthbymonth projection. The forecast should be based on your historical sales, the marketing strategies that you have just described, your market research, and industry data, if available. You may want to do two forecasts: 1) a best guess, which is what you really expect, and 2) a worst case low estimate that you are confident you can reach no matter what happens. Page 15 of 31 Remember to keep notes on your research and your assumptions as you build this sales forecast and all subsequent spreadsheets in the plan. This is critical if you are going to present it to funding sources. Page 16 of 31 VI. Operational Plan Explain the daily operation of the business, its location, equipment, people, processes, and surrounding environment. Production How and where are your products or services produced? Explain your methods of:  Production techniques and costs  Quality control  Customer service  Inv。