英文商業(yè)計(jì)劃書模板

第一講：概述第十講：附件第一講：概述(executivesummary)在。一般將概述放在最后書寫，頁數(shù)應(yīng)控制在2頁以內(nèi)。概述應(yīng)包括的基本內(nèi)容有：企業(yè)的宗旨，例如：In2007,ABCCorporationwascreatedto...Now,ABCCorporationisatapoint背景介紹，例如：Formanyyearspeoplehave…Theconditionoftheindustrytodayissuchthat…產(chǎn)品或服務(wù)及市場競爭情況，例如：WehavejustcompletedthedevelopmentofS30–anovelandproprietaryconstructiontoolComparedtocompetitiveproducts,ours30can…企業(yè)目標(biāo)，例如：Ourobjective,atthistime,istopropelthecompanyintoaprominentmarketposition.Wefeelthatwithin5yearsABCCorporationwillbeinasuitableconditionforfurtherexpansion,aninitialpublicofferingorprofitableacquisition.Toaccomplishthisgoalwe…管理團(tuán)隊(duì)和管理組織，例如Ourmanagementteamconsistsof5menandwomenWhosebackgroundsconsistof10yearsofmarketingwith…市場策略，例如：Thefundamentalthrustofourmarketingstrategyconsistsof…財(cái)務(wù)狀況和計(jì)劃，例如：In5yearswewillhave…andourinvestorswillbeableto…結(jié)論，例如：ABCCorporationenjoysanestablishedtrack-recordofexcellentsupportforourcustomers.Theirexpressionssatisfactionandencouragementarenumerous,andweintendtocontinueouradvancesinthe…第二講：現(xiàn)狀分析(presentsituation)市場環(huán)境，例如：Themarketplacehasbeenstagnantfor2years.Wearepoisednowto…產(chǎn)品或服務(wù)，例如：ThepresentstageofS30isinthedesignstage.產(chǎn)品生命周期，例如：Ourcurrentproductlineis…價(jià)格和利潤，例如：Currentpricesare…andprofitsare…客戶，例如：Currentcustomersareusingour…for…銷售渠道，例如：Wehaveservicecenters,retailers,manufacturer’srepresentatives…管理團(tuán)隊(duì)情況，例如：Mostofourmanagementisinplace,however,werequireproductionmanagertocompleteourteam.財(cái)務(wù)狀況，例如：Currentcashavailableis….第三講：目標(biāo)確定(objectives)企業(yè)目標(biāo)是企業(yè)使命和指導(dǎo)方針的具體化和數(shù)量化，它反應(yīng)企業(yè)在一定時(shí)期內(nèi)經(jīng)營活動的標(biāo)具有總體性、與外部環(huán)境聯(lián)系密切、有很大的激勵作用、切實(shí)可行等特點(diǎn)。企業(yè)的基本目標(biāo)，例如：TheprimaryobjectivesofourorganizationareABC投資收益率(ROI)，例如：BasedonaXXX%marketshareforourXXXproductby20XX,weestimateourreturnoninvestmenttobe財(cái)務(wù)目標(biāo)，例如：LastYear ThisYear NextYearSales$VolumeUnitVolume%Increase/DecreaseShareofMarketGrossProfitManufacturingFullyMarketingExpensesAdvertisingSalesPromotionTradeAllowancesOther欲計(jì)將來增長、改進(jìn)的目標(biāo)，例如：OtherobjectiveswehavesetforourselvesincludeXXX.Weexpecttoreplace(competitive/existingproductsservices)byXXX%by20XX.WeplantoaddXXX(retailers,distributors,servicepermonth/yearandwewillhaveatotalofXXX(retailers,distributors)by20XX.第四講：組織結(jié)構(gòu)(management)主要管理人員和專業(yè)人員的發(fā)展路徑是怎樣的？他們具有哪些技能？公司未來的組織機(jī)構(gòu)是怎樣的？誰將成為部門領(lǐng)導(dǎo)者？在哪些領(lǐng)域的管理應(yīng)該加強(qiáng)？報(bào)酬機(jī)制如何？團(tuán)隊(duì)結(jié)構(gòu)介紹，例如：OftheXXXpeoplewhomakeupthedevelopmentstaff,thereareXXXfounderswhoholdthefollowingpositions:XXX,PresidentXXX,VicePresidentofFinanceXXX,VicePresidentofMarketingXXX,VicePresidentofSalesXXX,VicePresidentofEngineeringXXX,VicePresidentofResearchXXX,VicePresidentofOperationsXXX,DirectorofMarketingXXX,ManagerXXXDevelopmentXXX,CorporateAttorney管理人員描述，例如：XXX,PresidentXXXDegree,UniversityofXXXXXX’sprofessionalexperienceincludesmanydifferentareasintheXXXindustry.人力資源需求，例如：(Company)developmentteamrecognizesthatadditionalstaffisrequiredtoproperlysupportmarketing,sales,research,andsupportfunctions.第五講：產(chǎn)品分析(theproduct/service)產(chǎn)品介紹應(yīng)包括以下內(nèi)容：產(chǎn)品名稱性能及特性產(chǎn)品所處的生命周期產(chǎn)品的市場競爭力產(chǎn)品的研究和開發(fā)過程發(fā)展新產(chǎn)品的計(jì)劃和成本分析產(chǎn)品的市場前景預(yù)測產(chǎn)品的品牌和專利此外，還要從顧客和投資者角度出發(fā)回答下面的問題：顧客希望企業(yè)的產(chǎn)品能解決什么問題，顧客能從企業(yè)的產(chǎn)品中獲得什么好處？企業(yè)的產(chǎn)品與競爭對手的產(chǎn)品相比有哪些優(yōu)缺點(diǎn)，顧客為什么會選擇本企業(yè)的產(chǎn)品？為什么用戶會大批量地購買企業(yè)的產(chǎn)品？本公司能提供哪些購買便利？家達(dá)成了哪些協(xié)議？為什么企業(yè)的產(chǎn)品定價(jià)使企業(yè)產(chǎn)生足夠的利潤？介紹產(chǎn)品，例如：ThiscapabilityforXXXisauniquefeatureenjoyedby(Company)andourcustomers.專利保護(hù)，例如：Ourproduct(s)isprotectedunderthefollowing:產(chǎn)品價(jià)格優(yōu)勢，例如：Regardingcostsavings(product/service)willsaveourcustomersmoneyintermsofXXX.產(chǎn)品測試，例如：CompletedtestshaveshownthatXXX(results).產(chǎn)品特性描述，例如：XXXisanotherpowerfulfeature.ThisincludesXXX.XXXsavesatremendousamountoftimewhen第六講：市場分析(marketanalysis)這部分內(nèi)容包括行業(yè)分析、市場分析和競爭分析。行業(yè)分析包括企業(yè)所在行業(yè)概述、對行此外還要對自己產(chǎn)品所具有的優(yōu)勢作分析，對未來市場變化趨勢作預(yù)測。介紹目標(biāo)顧客購買的原因，例如：ItiseasytounderstandwhytheprincipalbuyingareXXXbecauseXXX.介紹項(xiàng)目標(biāo)顧客的特點(diǎn)，例如：YoungMarriedCouplesAge: 35-55Income: MediumtohighSex: MaleorFemaleFamily: MarriedornochildrenGeographic: SuburbanOccupation: WhitecollarAttitude: Earlyadapters描述產(chǎn)品的競爭優(yōu)勢，例如：TheabilitytoXXX(whatitcando)isuniquetothisproduct/service,andourresearchindicatesthatitsperformanceissuperiortoanythingelseonthetoday.對競爭產(chǎn)品做對比，例如：Companieswithcompetitiveproducts/servicesinthismarketareXXX.XXX(competitor)productsonlyinaXXX(limited,etc.)way.第七講：市場策略(marketingstrategy)因此這部分應(yīng)該包括以下內(nèi)容：營銷機(jī)構(gòu)和營銷隊(duì)伍；營銷渠道的選擇和營銷網(wǎng)絡(luò)的構(gòu)建；廣告策略和促銷策略；價(jià)格策略；市場滲透與開拓計(jì)劃；市場營銷中意外情況的應(yīng)急對策等。價(jià)格制定策略，例如：Thepricesforourproducts/servicesaredeterminedandforemostbyXXX(competition,costs,suppliers,manufacturers,packagedeals).關(guān)于折扣，例如：WecantakeadvantageofvolumepurchasesbyXXX.關(guān)于直銷，例如：Themajorityofsaleswillbethroughdirectsalesbythe(Company)salesstaff.(Company)anticipateshiringXXXadditionalsalesrepresentativesto(coveradditionalterritories,retailers,distributors,markets,sellspecificproducts/services).銷售渠道，例如：Byoperatingwithinthesedistributionchannelsinmannerwefeelthatwecanmaintaincontrolofourmarket.Inaddition,wecangenerategrowthatareasonablepaceandobtainexcellentsalesresults.關(guān)于顧客服務(wù)，例如：Anotherservicetoaddvalueistoprovidewarehousingofcustomerinventory.Thisallowsustobooklargerordersandprovidefasterorderresponse.第八講：生產(chǎn)分析(manufacturing)這部分主要包括以下內(nèi)容：新產(chǎn)品的生產(chǎn)經(jīng)營計(jì)劃；公司現(xiàn)有的生產(chǎn)技術(shù)能力；品質(zhì)控制和質(zhì)量改進(jìn)能力；現(xiàn)有生產(chǎn)設(shè)備或?qū)⒁徶玫纳a(chǎn)設(shè)備；改進(jìn)或購置生產(chǎn)設(shè)備的成本；現(xiàn)有的生產(chǎn)工藝流程研發(fā)階段，例如：Muchofthetimeandeffortat(Company)duringtheXXXyearperiodhasbeenspentonresearchandXXXproduct/processdevelopment.生產(chǎn)制造，例如：Theprocessusedtoproduce(product)beginswithXXX(fulldescription).產(chǎn)品性能，例如：Theacquisitioncostforlandandimprovementsis$XXXwhichwillbeallocatedinXXXincrements.關(guān)于設(shè)備，例如：Thisequipmentisusedintheprocessesasdescribedandconfiguredabovetoensureyield,lead-time,andcostsaresufficienttoprovideprojectedgrossmargin.第九講：財(cái)務(wù)分析(fina