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Business Plan 營運計劃格式
Purpose of a business plan  營運計劃目的 <ul><li>Provide clarity of thought and purpose 是供清晰的想法及目的 </li></ul><ul><li>Introduce b...
Key elements of a plan  計劃的主要成份 <ul><li>Explain business model in simple terms  用簡單的詞彙解釋商業模式 </li></ul><ul><li>Fit the pla...
Business plan contents  營運計劃內容 <ul><li>Executive summary  執行摘要 </li></ul><ul><li>Company description  公司簡介 </li></ul><ul><...
Executive Summary  執行摘要 <ul><li>The most important section of the plan, often the only read section  是計劃書最重要的部分,通常是投資者唯一會看...
Executive Summary(2)  執行摘要 <ul><li>Summary should answer questions:  摘要需回答下面之問題: </li></ul><ul><li>What sort of company is...
The company description  公司描述 <ul><li>A brief history of the company  公司簡史 </li></ul><ul><li>How you started? What was the...
Product/ Service  產品 / 服務 <ul><li>What is your value proposition?  提案中什麼是具有價值的? </li></ul><ul><li>How are you going to sol...
Market Analysis  市場分析 <ul><li>Who is your target market?  目標市場為何人? </li></ul><ul><li>Profile of the people? What is their ...
Marketing Plan  行銷計劃 <ul><li>Detailed note on how you will convert large market into revenue  詳細說明如何將廣大的市場轉為收益 </li></ul><...
Operations Plan  營運計劃 <ul><li>The nuts and bolts – how will you make it?  How will it be available to your customers? 具體細節...
Management Team  管理團隊 <ul><li>Provide the key members  提供主要人員 </li></ul><ul><li>Relevance of past experience  過去的相關經驗 </li...
Financial Plan  財務計劃 <ul><li>Detailed numbers not the key  詳細的數字不是重點 </li></ul><ul><li>Assumptions very critical  假設條件非常重要...
Exit Strategy  退場策略 <ul><li>Exit strategy for the investor; not necessarily the entrepreneur  對於投資者的退場策略;未必是創業者 </li></ul>...
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Business Plan 營運計劃大綱

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營運計劃大綱

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Business Plan 營運計劃大綱

  1. 1. Business Plan 營運計劃格式
  2. 2. Purpose of a business plan 營運計劃目的 <ul><li>Provide clarity of thought and purpose 是供清晰的想法及目的 </li></ul><ul><li>Introduce business model 介紹商業模式 </li></ul><ul><li>Introduce the company and the team 介紹公司及隊 </li></ul><ul><li>Attempts to persuade investors 嘗試去說服投資者 </li></ul><ul><li>Highlights risks and challenges 點出風險及挑戰 </li></ul><ul><li>Serves as an entry points for further discussion 作為更進一步討論的切入點 </li></ul>
  3. 3. Key elements of a plan 計劃的主要成份 <ul><li>Explain business model in simple terms 用簡單的詞彙解釋商業模式 </li></ul><ul><li>Fit the plan to the company 公司與計劃契合 </li></ul><ul><li>Be credible and informative 可信 & 有傳達力 </li></ul><ul><li>Do your homework; know your market and competitors 作功課,了解市場和競爭者 </li></ul><ul><li>Highlight risks and steps to overcome the risks 點出風險,及解決此風險的步驟 </li></ul><ul><li>Execution risk as critical as market or technology risk 執行性風險和市場及技術風險同樣重要 </li></ul>
  4. 4. Business plan contents 營運計劃內容 <ul><li>Executive summary 執行摘要 </li></ul><ul><li>Company description 公司簡介 </li></ul><ul><li>Product/services 產品 / 服務 </li></ul><ul><li>Market analysis 市場分析 </li></ul><ul><li>Marketing plan 市場行銷計劃 </li></ul><ul><li>Operations plan 營運計劃 </li></ul><ul><li>Financial plan 財務計劃 </li></ul><ul><li>Management team 管理團隊 </li></ul><ul><li>Exit strategy 退場策略 </li></ul><ul><li>Risks 風險 </li></ul>
  5. 5. Executive Summary 執行摘要 <ul><li>The most important section of the plan, often the only read section 是計劃書最重要的部分,通常是投資者唯一會看的部分 </li></ul><ul><li>Compact version of the big plan 此計劃的濃縮版本 </li></ul><ul><li>Stick to hard facts; no room for exaggerated optimism 著重於事實,無誇大及過度樂觀的空間 </li></ul><ul><li>Limit to a concise summary; no more than a couple of pages 摘要要簡明,數頁即可 </li></ul><ul><li>Summary is the prelude to further meetings 摘要是進一步討論的引路石 </li></ul>
  6. 6. Executive Summary(2) 執行摘要 <ul><li>Summary should answer questions: 摘要需回答下面之問題: </li></ul><ul><li>What sort of company is it? 這是那一類型的公司 ? </li></ul><ul><li>What’s the product/service and what’s special? 產品 / 服務是什麼?有什麼特別? </li></ul><ul><li>Who are the managers? 經理人是誰? </li></ul><ul><li>How much money do you need? In what stages? What will it be used for? 需要多少資金?用於那一階段?用來做什麼? </li></ul>
  7. 7. The company description 公司描述 <ul><li>A brief history of the company 公司簡史 </li></ul><ul><li>How you started? What was the original idea? 要如何開始?原始的創意是什麼? </li></ul><ul><li>Share your mistakes and what you learned; adds credibility 分享錯讓及自錯誤中所學習到的,增加可信度。 </li></ul><ul><li>Share financials; actual vs. planned; if applicable 如果可能,分享實際及計劃的財務目標 </li></ul><ul><li>Should lead up to the discussion as to where you intend to go from here 引導討論關於要將公司帶領到何地 </li></ul>
  8. 8. Product/ Service 產品 / 服務 <ul><li>What is your value proposition? 提案中什麼是具有價值的? </li></ul><ul><li>How are you going to solve their problem better than your competitor? Than what they are doing now? 如何比競爭者更優勢的解決問題?競爭者現在做的方法是? </li></ul><ul><li>Any patent protection possible? 是否有專利的保護? </li></ul><ul><li>Technology details; defensible? Unique? sustainable competitiveness? 技術之細節;具防禦性?獨特性?持續性競爭力? </li></ul><ul><li>Time to market? Ability to execute? 進入市場時間?執行之能力 </li></ul><ul><li>What prevents someone else from doing it more cheaply? 什麼優勢使得其他競爭者無法以更便宜的價格執行? </li></ul>
  9. 9. Market Analysis 市場分析 <ul><li>Who is your target market? 目標市場為何人? </li></ul><ul><li>Profile of the people? What is their behavior pattern? 這些客群之側寫?及其行為模式為何? </li></ul><ul><li>Any complementary products or services? 是否有互補的產品或服務? </li></ul><ul><li>How large is your market? Growth rates? 市場規模有多大?成長率? </li></ul><ul><li>What are the trends in the market? 市場趨勢為何? </li></ul><ul><li>How do you see the market evolving? 市場將如何發展? </li></ul>
  10. 10. Marketing Plan 行銷計劃 <ul><li>Detailed note on how you will convert large market into revenue 詳細說明如何將廣大的市場轉為收益 </li></ul><ul><li>Provide different marketing tactics – cheapest to most expensive 提出不同的行銷策略 – 由最便宜至最昂貴的 </li></ul><ul><li>Costs and strategy of acquiring customers 抓住客人的成本及策略 </li></ul><ul><li>Sales and marketing strategies 銷售及行銷策略 </li></ul><ul><li>Respect your competitors 考慮競爭者 </li></ul><ul><li>Risks and unknowns 風險及未知數 </li></ul><ul><li>Strategies for reducing risks 減低風險的策略 </li></ul>
  11. 11. Operations Plan 營運計劃 <ul><li>The nuts and bolts – how will you make it? How will it be available to your customers? 具體細節 – 如何達成?為何對客戶有效? </li></ul><ul><li>What’s involved in running the company 公司營運涉入之要素? </li></ul><ul><li>Location, equipment needs 地點,需要的設備 </li></ul><ul><li>Labor requirements 勞動力需求 </li></ul><ul><li>Risks at different levels and how best to mitigate risks 不同程度的風險,何為最好的方法去減輕風險 ? </li></ul>
  12. 12. Management Team 管理團隊 <ul><li>Provide the key members 提供主要人員 </li></ul><ul><li>Relevance of past experience 過去的相關經驗 </li></ul><ul><li>Start-up experience 起始經驗 </li></ul><ul><li>Market creation experience 市場創造經驗 </li></ul><ul><li>Team dynamics – very critical when more than one founder 團隊發展 – 當超過一個創始人時,這一點非常重要 </li></ul><ul><li>Clarity of roles 角色需清楚 </li></ul><ul><li>Great team + mediocre plan > mediocre team + great idea 好的團隊 + 二流計劃 > 二流團隊 + 一流計劃 </li></ul>
  13. 13. Financial Plan 財務計劃 <ul><li>Detailed numbers not the key 詳細的數字不是重點 </li></ul><ul><li>Assumptions very critical 假設條件非常重要 </li></ul><ul><li>Key drivers of revenue 利潤的主要來源 </li></ul><ul><li>Realistic projections 實際的預測 </li></ul><ul><li>Exercise prudence 執行需謹慎 </li></ul><ul><li>Benchmark your model 標竿化商業模式 </li></ul><ul><li>Revenue estimate: bottoms-up 獲利預估 </li></ul><ul><li>Expenses – past and/or industry average 費用 – 過去及一般業界水準 </li></ul>
  14. 14. Exit Strategy 退場策略 <ul><li>Exit strategy for the investor; not necessarily the entrepreneur 對於投資者的退場策略;未必是創業者 </li></ul><ul><li>Exit could be merger, acquisition, or IPO 退場可以是合併、併購或 IPO </li></ul><ul><li>Each strategy should be plausible and defensible 每個策略需是有道理的並且具防禦性 </li></ul>

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