電子商務(wù)英語13

1、 Key point: useful terms and definitions of business plan Difficult points: the tips of every sectionsRequirement By the end of this lesson, you should be able to have a good command of the tips of every sections commonly-used sentences in writing business plan By the end of this lesson, you should

2、be able to write executive summary know introductory elements of a business plan know business description of a business plan know what the business personality isCreating an Effective Business Plan (I) Abstract: This article (including the following two texts) tells how to prepare a business plan.

3、Usually a business plan consists of the following structures: Introductory Elements, Business Description,The Market, Development & Production, Sales & Marketing, Management, Financials. Key words: business plan; introduction elements; business description; market; development; production; sales; ma

4、rketing; management; financialNew Wordsdistillv.烝溜；滴下verbatima.逐字的；照字面的；逐字地cullv.采；摘；撿concisea.簡潔的；簡明的incomprehensiblea.不能理解的；費(fèi)解的pertinenta.相關(guān)的；切題的；中肯的conjecturen.; v.推測；猜想perceivev.感覺；意識到；理解到pamperv.放縱；使過量rationalen.基本原理warrantyn.正當(dāng)理由；授權(quán)；擔(dān)保；保證implementn.; v.工具；手段profitabilityn.收益性；收益率Skill Training

5、The Aim and Structure of a Business Plan 一般來說，商業(yè)計劃書的格式都是類似的，但是具體到每一份計劃需要強(qiáng)調(diào)和突出的重點(diǎn)有所不同。怎樣設(shè)計一份商業(yè)計劃依賴于預(yù)想的投資類型和計劃所應(yīng)該包含的內(nèi)容。例如，一個為公司創(chuàng)建所作的商業(yè)計劃就有別于一個為了占領(lǐng)新市場的計劃；而一份用于在國內(nèi)融資的商業(yè)計劃書也應(yīng)該有別于一份以吸引外資為目的的商業(yè)計劃書。 盡管有這些差異，商業(yè)計劃也具有一些共同的特征?？偟膩碚f，它們都應(yīng)該提供一個清晰的容易為人理解的畫面，顯示著商業(yè)投資的機(jī)會和風(fēng)險。一份完整的商業(yè)計劃書應(yīng)包括以下各主要部分： 第一部分： 概述 概述部分要明確說明公司的現(xiàn)狀

6、與歷史沿革、業(yè)務(wù)和發(fā)展目標(biāo)，產(chǎn)品與服務(wù)是什么，公司的產(chǎn)品和服務(wù)有那些競爭優(yōu)勢，企業(yè)管理團(tuán)隊的素質(zhì)和發(fā)展變化情況。 第二部分： 產(chǎn)品和服務(wù) 精確描述公司要推出的產(chǎn)品或服務(wù)，重點(diǎn)描述產(chǎn)品或服務(wù)的用途和好處，有關(guān)產(chǎn)品的專利、著作權(quán)、政府批文等 第三部分： 市場 詳細(xì)說明現(xiàn)在和將來的市場狀況，提供充分的市場調(diào)查的數(shù)據(jù)和相關(guān)假設(shè)，描述市場的變化趨勢和增長潛力，說明每個細(xì)分目標(biāo)市場及其客戶。 第四部分： 競爭 分析現(xiàn)有和將來的競爭者，他們的強(qiáng)項(xiàng)和弱處，以及本公司的優(yōu)勢和戰(zhàn)勝競爭對手的方法。如果是進(jìn)入一個已有競爭的市場，要分析競爭對手會對本公司的進(jìn)入做出什么反應(yīng)，如果是進(jìn)入一個新市場，要預(yù)測其他對手將如何跟

7、隨進(jìn)入這個市場。 第五部分：營銷 對每個細(xì)分目標(biāo)市場作出特定的營銷計劃，如何接觸客戶、爭取客戶使用公司的產(chǎn)品并保持市場占有率。 第六部分：管理團(tuán)隊 詳細(xì)描述管理團(tuán)隊組成人員的背景材料，包括其經(jīng)驗(yàn)、能力和專長。尤其對總經(jīng)理、技術(shù)主管、營銷主管、財務(wù)主管的人選情況進(jìn)行說明。 第七部分：投資說明 對投資形式明確且具體地闡述意見。如所需資金的額度及用途，以后融資的設(shè)想，風(fēng)險投資參與投資后的股權(quán)分配情況及參與公司管理的方式的計劃。 第八部分：財務(wù)預(yù)測 現(xiàn)有的公司財務(wù)報表、投資后五年的財務(wù)預(yù)測報表（頭兩年的營業(yè)收入和費(fèi)用現(xiàn)金流量表用月報的方式作出預(yù)測），投資需求及如何使用這些資金，每年的預(yù)算。做財務(wù)預(yù)測要

8、有一定的預(yù)測基礎(chǔ)，避免完全的想象。 第九部分：風(fēng)險因素 對于公司以后發(fā)展中可能面臨的風(fēng)險因素進(jìn)行正面描述，并提出應(yīng)對辦法。如：管理團(tuán)隊經(jīng)驗(yàn)不足、市場發(fā)展的不確定性、技術(shù)開發(fā)不成功的可能、實(shí)驗(yàn)室階段轉(zhuǎn)化批量化生產(chǎn)的不確定性、關(guān)鍵人離去對企業(yè)的影響等。 第十部分：資本退出 說明希望風(fēng)險投資的變現(xiàn)方式，如股票上市、股權(quán)轉(zhuǎn)讓給行業(yè)內(nèi)大公司（若確有這種設(shè)想請列出有可能的公司名稱），股權(quán)回購（按預(yù)先商定的方式買回我方在貴公司的權(quán)益）。 第十一部分：附件 提供本公司綜合介紹的有關(guān)文獻(xiàn)、所處行業(yè)的相關(guān)資料、統(tǒng)計數(shù)據(jù)以及其他有助于了解本公司的材料。 在以上各項(xiàng)中，投資者最為關(guān)注的一個是創(chuàng)意，另一個是團(tuán)隊情況。后

9、者是實(shí)施前者的保證，所以在一定意義上說來比前者更為重要。一個具有成功的經(jīng)歷和企業(yè)家的人格魅力的管理團(tuán)隊更容易獲得投資者的青睞。The Commonly-used Sentences in Writing Business Plan (I) 1. My Company was formed as a proprie-torship, partnership, corporation in Month, Year in City, State, by John Doe in response to the following market conditions: 2.Several other p

10、rospective customers/clients have expressed serious interest in doing business within six months. 3.I/We have several customers who are willing to place large orders, contracts within the next three months. 4. The basic components of this plan are:. 5. I/we need investment from private indivi-duals

11、and/or companies. 6. A total of $XXX is being raised which will be used to finance working capital, plant and equipment. 7. The company will be incorporated and common stock issued to investors. 8. The company will be run as a proprie-torship, partnership, corporation. 9.Sales growth from zero to $1

12、,000,000 in five years. 10.Mr. Doe was the founder and Chief Executive Officer of the original operating company known as Random Excess, Inc. 11.Ms. Seaugh graduated from the University of Denver in 1974 with a bachelors degree in Education. 12.Richard Roe, CPA, Chief Financial Officer - Responsible

13、 for financial operations, accounts payable, accounts receivable, interaction with auditors, investor relations. Salary - $40,000 13. In Month, Year I/we formed a Pro-duct/Service company that manufactured com-plex widgets. This company was located in City, State. I/we formed this company as a propr

14、ietorship, partnership, corporation. 14. The main goal of this company was to explain. 15. Financing was arranged through home equity loans, savings, venture capital, friends and family, etc. Explain terms, rates and ability to repay. 16. This venture was very successful in generating and increasing

15、 sales, as well as effective in achieving profitability. This was due to the following reasons: 17.My Company was recently conceived and is still in the beginning stages. To this point the following has been accomplished: 18. We have a copyright, service mark, trademark, or exclusive agency, marketi

16、ng rights for this product/service. 19.This agency will last until XXX at which time it may be extended for XX years or terminated. 20.Even though at this time our expertise is unique in the market-place, we expect advances to be made and competitors to arise and offer similar services.Reading MaterialsWhat Is Your Business Personality? Abstract: In business, image and first