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英语商业计划书(
Business Plan
)
第一讲:概述
第二讲:现状分析
第三讲:目标确定
第四讲:组织结构
第五讲:产品分析
第六讲:市场分析
第七讲:市场策略
第八讲:生产分析
第九讲:财务分析
第十讲:附件
第一讲:概述
(executive summary)
概述是整个商业计划的第一部分,相当于整个商业计 划的浓缩,使整个商业计划的精华所
在。一般将概述放在最后书写,页数应控制在
2
页 以内。
概述应包括的基本内容有:
企业的宗旨,例如:
In 2007, ABC Corporation was created to...
Now, ABC Corporation is at a point where
…
背景介绍,例如:
For many years people have
…
The condition of the industry today is such that
…
产品或服务及市场竞争情况,例如:
We have just completed the development of S30
–
a novel
and proprietary construction tool
Compared to competitive products, our s30 can
…
企业目标,例如:
Our objective, at this time, is to propel the company into a
prominent market position. We feel that within 5 years ABC
Corporation will be in a suitable condition for further
expansion, an initial public offering or profitable acquisition.
T
o accomplish this goal we
…
管理团队和管理组织,例如
Our management team consists of 5 men and women
Whose backgrounds consist of 10 years of marketing with
…
市场策略,例如:
The fundamental thrust of our marketing strategy
consists of
…
财务状况和计划,例如:
In 5 years we will have
…
and our investors will be
able to
…
结论,例如:
ABC Corporation enjoys an established track- record of
excellent support for our customers. Their expressions of
satisfaction and encouragement are numerous, and we
intend to continue our advances in the
…
第二讲:现状分析
(present situation)
这部分尽可能简明扼要而又全面地介绍公司的情况,以及公司所在行业的信息。
市场环境,例如:
The marketplace has been stagnant for 2 years. We are
poised now to
…
产品或服务,例如:
The present stage of S30 is in the design stage.
产品生命周期,例如:
Our current product line is
…
价格和利润,例如:
Current prices are
…
and profits are
…
客户,例如:
Current customers are using our
…
for
…
销售渠道,例如:
We have service centers, retailers, manufacturer
’
s
representatives
…
管理团队情况,例如:
Most of our management is in place, however, we require a
production manager to complete our team.
财务状况,例如:
Current cash available is
…
.
第三讲:目标确定
(objectives)
企业目 标是企业使命和指导方针的具体化和数量化,它反应企业在一定时期内经营活动的
方向和所要达到的水平 。
企业目标的实现时间较长,
一般为三到五年或者更长时间。好的企业目
标具有总体性 、与外部环境联系密切、有很大的激励作用、切实可行等特点。
企业的基本目标,例如:
The primary objectives of our organization are to:
A
B
C
投资收益率
(ROI)
,例如:
Based on a XXX% market share for our XXX product by
20XX
, we estimate our return on investment to be XXX%.
财务目标,例如:
Last Year
This Year
Next Year
Sales
$$ Volume
Unit Volume
% Increase/Decrease
Share of Market
Gross Profit
Manufacturing
Fully Burdened
Marketing Expenses
Advertising
Sales Promotion
Trade Allowances
Other
欲计将来增长、改进的目标,例如:
Other objectives we have set for ourselves include XXX
.
We expect to replace (competitive/existing products or
services) by XXX% by 20XX.
We plan to add XXX (retailers, distributors, service centers)
per month/year and we will have a total of XXX (retailers,
distributors) by 20XX.
第四讲:组织结构
(management)
投资者 考察企业时,管理是最为重要的因素。
没有一支优秀的管理团队和有效的组织模式,
科技成果不 可能和资本很好结合创造现实的生产力。
一般需要介绍的管理人员有:
总裁、
常务副< br>总裁、人事部总监、营销副总裁、财务副总裁、生产部总监。对每一位关键人员用文章一个段落
的 篇幅进行描述就可以。介绍组织结构时要注意以下问题:
1
.
主要管理人员和专业人员的发展路径是怎样的?他们具有哪些技能?
2
.
公司未来的组织机构是怎样的?
3
.
谁将成为部门领导者?
4
.
在哪些领域的管理应该加强?
5
.
报酬机制如何?
团队结构介绍,例如:
Of the XXX
people who make up the development staff,
there are XXX
founders who hold the following positions:
XXX, President
XXX, Vice President of Finance
XXX, Vice President of Marketing
XXX, Vice President of Sales
XXX, Vice President of Engineering
XXX, Vice President of Research
XXX, Vice President of Operations
XXX, Director of Marketing
XXX, Manager XXX Development
XXX, Corporate Attorney
管理人员描述,例如:
XXX
, President
XXX
Degree, University of XXX
XXX
’
s professional experience includes many different
areas in the XXX industry.
人力资源需求,例如:
(Company) development team recognizes that additional
staff is required to properly support marketing, sales,
research, and support functions.
第五讲:产品分析
(the product/service)
产品介绍应包括以下内容:
1
.
产品名称
2
.
性能及特性
3
.
产品所处的生命周期
4
.
产品的市场竞争力
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