商业计划书模板-英文版


    BUSINESS PLAN TEMPLATE



    BUSINESS PLAN






    [My Company]
    123 Main Street
    Anytown USA 10000
    1234567















    [Your Name]
    [DATE]



    TABLE OF CONTENTS
    Executive Summary 1
    Management 2
    [Company] History 6
    [ProductService] Description 8
    Objectives 10
    Competitors 11
    Competitive Advantages 12
    Innovation 14
    Pricing 15
    Specific Markets 16
    Growth Strategy 17
    Market Size and Share 18
    Targeting New Markets 19
    Location 20
    Manufacturing Plan 21
    Research & Development 22
    Historical Financial Data 23
    Proforma Financial Data 24
    Proforma Balance Sheet 27
    Cost Control 28
    Effects of Loan or Investment 29
    Attachments 30

    Executive Summary
    [My Company] was formed as a [proprietorship partnership corporation] in [Month Year] in [City State] by [John Doe] in response to the following market conditions
    [Startup growth] opportunities exist in [ProductService]
    The need for use of efficient distribution and financial methods in these overlooked markets
    [IWe] have several customers who are willing to place large [orderscontracts] within the next three months
    Several other prospective [customersclients] have expressed serious interest in doing business within six months
    [IWe] previously owned a company that was active in the widget markets Over the past few years I spent much time studying ways to improve overall performance and increase profits This plan is a result of that study
    The basic components of this plan are

    1 Competitive pricing
    2 Expand the markets
    3 Increased advertising
    4 Lower our unit costs
    5 Thereby achieving higher profits


    1 Sign contracts
    2 Increased advertising
    3 Increase office staff

    To this end [Iwe] need investment from private individuals andor companies A total of XXX is being raised which will be used to finance working capital plant and equipment The company will be incorporated and common stock issued to investors The company will be run as a [proprietorship partnership corporation]
    Financial Goals

    Year 1
    Year 2
    Year 3
    Sales
    1000000
    1400000
    1600000
    Net Income
    25000
    250000
    375000
    Earnings per share
    01
    12
    14

    Management
    [Name]
    [Title] [Experience] Sales growth from zero to 1000000 in five years Led market in market share 30
    Formulated advertising budgets & campaigns
    Pioneered new distribution channels
    Established national sales force
    Established national repair & service centers
    Brought new and innovative products to the market
    Designed pointofpurchase materials
    [Education}
    University of Boston
    Boston MA
    BA Computer Sciences


















    Short Biographies
    President
    John Q Doe Chief Executive Officer and Director since February 1988 and President since January 1990 Mr Doe was the founder and Chief Executive Officer of the original operating company known as Random Excess Inc He has had experience in the widget field with his own firm John Doe Co of Oshkosh (Wisconsin) from 1980 to 1987 This firm was sold to FatCat Widgets Inc in 1987 Mr Doe has held a sales position with U S West Inc since then Mr Doe graduated from the University of Colorado in 1981 with a bachelor’s degree in philosophy Mr Doe is employed by the Company on a fulltime basis
    Chief Financial Officer
    Richard Roe CPA Chief Financial Officer Treasurer and Director Mr Roe joined Random Excess Inc in December 1988 as a corporate controller and was named Chief Financial Officer in July 1989 Mr Roe was appointed Treasurer and a Director in July 1990 He served as corporate controller of XYZ Lumber Company from August 1981 to December 1988 Mr Roe graduated from Metropolitan State College in Denver Colorado in 1976 with a bachelor’s degree in accounting Since 1979 he has been licensed as a Certified Public Accountant in the State of Colorado and is a member of the American Institute of Certified Public Accountants Mr Roe is employed by the Company on a fulltime basis
    Vice President
    Joe Dokes Secretary Executive Vice President and Director Mr Dokes supervises the company’s sales and implementations to its largest corporate customers including US West Great West Life Insurance etc Mr Dokes has served as Secretary and a Director since February 1988 Vice President of Operations from February 1988 to December 1988 President of the Company from December 1988 to January 1990 and Vice President of Contract Sales since January 1990 He has been involved since 1986 with the private company originally formed as Random Excess Inc where his duties included managing the purchasing and sales department From November 1984 to May 1986 he managed the sales department at Integrated Management Systems Inc From June 1983 to October 1984 he was a buyer for Adams County Colorado School District 50 Mr Dokes attended Oklahoma State University in 1980 and 1981 and Trinidad State College in Trinidad Colorado in 1981 and 1982 He did not receive a degree from either university Mr Dokes is employed by the Company on a fulltime basis
    Vice President
    Sally Seaugh Vice President of Marketing Ms Seaugh has been the Company’s Vice President of Marketing since November 1988 From September 1986 to October 1988 she was involved in business development and marketing for United Bank of Aurora (Colorado) From February 1980 to August 1986 she was selfemployed as an independent oil and gas landman Ms Seaugh graduated from the University of Denver in 1974 with a bachelor’s degree in Education She is employed by the Company on a fulltime basis
    Responsibilities
    John Q Doe Chief Executive Officer Responsible for entire operation Oversees management function and all other executives
    Salary 60000
    Richard Roe CPA Chief Financial Officer Responsible for financial operations accounts payable accounts receivable interaction with auditors investor relations Salary 40000
    Joe Dokes Executive Vice President Responsible primarily for sales and sales support
    Salary 35000
    Sally Seaugh Vice President of Marketing Responsible for marketing human resources and training
    Salary 30000
    Total Executive Compensation 165000
    [This Page is for an Organization Chart if applicable]






































    [Company] History

    In [Month Year] [Iwe] formed a [ProductService] company that manufactured startoftheart complex widgetry This company was located in [City State] [Iwe] formed this company as a [proprietorship partnership corporation] Others involved in this business were [names]
    The main goal of this company was to [explain]
    Financing was arranged through [home equity loans savings venture capital friends and family etc] [Explain terms rates and ability to repay]
    This venture was very successful in generating and increasing sales but was not effective in achieving profitability The main reason for this was the amount of actual overhead experienced This overhead was not initially anticipated by me at the beginning of that venture Items including credit checking warranty program management extensive travel maintaining warehouse stock and the management and expense of a national sales force were expenses not originally forecast or expected With this level of overhead it was mathematically impossible to achieve profitability
    or
    This venture was very successful in generating and increasing sales as well as effective in achieving profitability This was due to the following reasons
    [Reason 1}
    [Reason 2]
    [Reason 3]





















    OR
    [My Company] was recently conceived and is still in the beginning stages To this point the following has been accomplished
    § A team consisting of [list names and primary responsibility (ie John Doe Marketing) has been formed
    § A prospective [customerclient] list has been drawn up
    § Strategy meetings are being held every Monday Wednesday and Friday evenings
    § This business plan has been drawn up

    [Now link the past to the future why a former company will lead into this one or how your present company and history will lead into any future plans A short paragraph should suffice]
    We are now able to adequately address the markets we have targeted We have adjusted our staff redirected our advertising and sales force and have added the products necessary to meet the needs and expectations of our customers



























    [ProductService] Description
    [My Company] intends to offer [productservice] This [productservice] offers our customers the best possible solution as it

    § Offers the lowest price on the market
    § Is the most technically advanced
    § Offers more useful features
    § Saves them time and money
    § Offers our users better value per dollar spent
    § Provides an alternative way to achieve a similar task


    § Provides a service which is not presently available in this area
    § Is strengthened by a team with combined experience of XX years
    § Saves them time and money
    § Provides an alternative cost effective way for them to realize a similar goal

    We have a [copyright service mark trademark] or [exclusive agency marketing rights] for this [productservice] This agency will last until XXX at which time it may be extended for XX years or terminated This agency agreement is cancelable upon XX days written notice

    The [productservice] has a useful life of XX years To distribute this product so that it remains usable for our customers we must use the following methods of storage and transportation
    1 Overnight delivery
    2 Cold storage
    3 Incorporate preservatives
    4 Shipment within two weeks to distributors
    5 Specially padded boxcars
    Even though the technology used to create this product is new we expect that others will be able to substantially reproduce our patented results within XX years To remain on the leading edge of this product we will need to devote approximately XX of revenues toward research and development Also due to the fast changing nature of this industry we will need to retrofit these machines within XX years at customer expense Our manufacturing plan has considered this

    [If general service to be offered is not obvious such as carpet cleaning sales rep lawn care consulting etc explain what service is Then give a detailed description of your particular service and its uniqueness]
    Short Examples
    1 Our carpet cleaning machinery is stateoftheart
    2 Our consulting practice will address these specialized areas [list]
    3 We will only rep these specific product lines [list]

    Even though at this time our expertise is unique in the marketplace we expect advances to be made and competitors to arise and offer similar services We will meet this challenge by
    1 Hiring staff specialized in these new areas
    2 Increase our continuing education and training expense
    3 Adding complementary lines
    4 Make regular investments in new equipment























    Objectives
    Long Term
    [My Company] believes very strongly in technical financial business and moral excellence To secure a stable future for all those connected with [My Company] we have set the following long term goals
    Present market is estimated at XXX Our goal for market share is XX
    We want to be considered by our peers to be the market leader in sales as evidenced by
    Trade industry awards
    High end of scale in financial ratios
    Major market share
    Technical excellence (awards honors etc)
    Community involvement (Rotary United Way etc)

    Short Term
    Market share goals
    1 First Year XX
    2 Second Year XX
    3 Third Year XX
    4 Fourth Year XX

    [Decrease Maintain] costs through acquisition of new plant and equipment Increase productivity by investing in employee training and education
    1 Budget for complete computer training for appropriate applications
    2 Set up Maintain] employee benefit program for continuing college education
    3 Budget for necessary seminars andor continuing jobspecific education
    4 Maintain stateoftheart accounting system for careful tracking
    5 Monthly reports on financial status visavis the industry
    6 Aggressive recruitment of the best technical staff in the industry
    7 Support company involvement in various local and national charity events
    Competitors
    Name
    Address
    City State
    Strengths
    § Location next door to supplier factory on major artery close to terminal etc
    § Pricing Low cost producer known for aggressive pricing policy
    § Delivery ships overnight to anywhere in the world
    § Management Everyone has an MBA from Harvard

    Weaknesses
    § Service takes more than 3 months to receive spare parts
    § Dedication If it’s sunny they’re on the golf course or ski slope
    § Machinery Slowly approaching obsolescence unless replaced within six months
    § Overhead Spend lavishly on corporate dining room limousines and champagne


















    Competitive Advantages

    The distinctive competitive advantages which [My Company] brings to this market are
    Experience in this market [Iwe] have XXX years of handson experience in this industry
    Sophistication in finance and distribution This results in my being the low cost supplier in these price sensitive markets
    The philosophy of [My Company] is to price not just according to our costs but also according to what the market will pay
    Our targeted minimum gross profit margin for a category must be XX
    By pricing to the market [Iwe] will achieve higher sales and therefore increase my buying power As the amounts of my purchases increase my per unit costs of shipping decrease and [Iwe] will achieve higher discount levels from my suppliers Through these economies of scale many items currently on the market can be sold with lower prices yet a higher net profit
    Product pricing will include a range of quantity discounts as well as an early payment discount
    Rather than being strictly regional [Iwe] will expand into the national market
    To control foreign exchange risks [Iwe] will monitor the markets and hedge accordingly [Iwe] will also use overseas bank accounts
    With those companies with which [Iwe] have established a relationship or are known to be financially secure [Iwe] will work on a prepay basis This allows me greater discounts
    A level and policy of Capitalization that will allow me to fully address the respective markets with comprehensive marketing and customer service plans
    By keeping my overhead low [Iwe] will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities
    A quarterly direct mail campaign directed at both current customers and prospective new customers consisting of an informative newsletter
    A tollfree national 800 number will be used for customer orders and inquiries
    [Iwe] will print complete fourcolor catalogs on a yearly basis Price lists will be updated as needed [Iwe] intend to be aggressive in trade magazine advertising
    Consideration will also be given to attending trade shows around the country
    With this level of capitalization should an unexpected downturn occur [Iwe] will be able to continue operations on a positive scale
    Innovation [Iwe] have a history of innovative ideas
    [List your most meaningful ideas and any new ideas you have for the future]

    The distinctive competitive advantages which [My Company] brings to this market are
    Experience in this market [Iwe] have XX years of hands on experience in this industry
    Sophistication in management and finance We are able to run an efficient and lean structure yet still provide quality service to our clients and customers
    Because of the nature of this industry we will be able to rent office space in more moderately priced buildings
    As a unique service company we will be able to keep our margins high allowing us to provide internal financing for growth possibilities
    A level and policy of Capitalization that will allow [meus] to fully address the respective markets with comprehensive marketing and customer service plans
    By keeping my overhead low [Iwe] will be able to funnel my profits back into operations thus avoiding high debt ratios or lost sales opportunities
    Our initial marketing campaign will allow us to book a sufficient amount of business so that we can implement our telephone customer service support program
    Innovation
    [Iwe] have a history of innovative ideas
    [List your most meaningful ideas and any new ideas you have for the future]Summary
    Through [myour] leadership [Iwe] will be able to reduce overhead as a percentage of sales thereby increasing the amount of profit to be retained in the business Because of our pricing policy more people will purchase our merchandise thus increasing the size of the market and we will be increasing our market share What [My Company] proposes to use are just good solid business sense economies of scale and the use of efficient financial techniques This will allow us the following options
    § increase service
    § increase advertising
    § reduce prices
    § increase profits
    § increase selection


    Through [myour] leadership [Iwe] will be able to reduce overhead as a percentage of sales thereby ncreasing the amount of profit to be retained in the business What [My Company] proposes to use are just good solid business sense economies of scale and the use of efficient financial techniques This will allow us the following options
    § increase customer service
    § increase advertising expenditures
    § increase profits
    § increase selection of services offered
    This plan will give us tremendous flexibility to use any of these options or a mix of them to effectively attack our target markets and meet our long term goals This combination of experience sophistication capitalization and innovation will assist [My Company] as it strives to reach its sales profit and return objectives
    Pricing


    Before [Iwe] set the price for my complex widgets [Iwe] determined on a unit basis what my costs were going to be [Iwe] then determined what the market price was for the normal widget At this price it was determined that for all but the lowest sales projections this product would turn a profit at this price However since our complex widgets offer additional features we felt that we could price it approximately 50 above simple widgets
    To test this price we called a database of 50 large users of simple widgets We first questioned them about the desirability of our extra features and then asked them directly if this price would be acceptable if such a product were available We found that 75 of those polled would be interested in this product Of this 75 we received 10 firm orders representing approximately 30 of this group
    OR
    We have determined that the market price is XX per unit This will equal a margin of XX
    OR
    Our unit cost has been figured at XX We need a margin of XX to pay our overhead and earn a sufficient profit Therefore our selling price will be XX


    Before [Iwe] set the price for our [service] [Iwe] forecast what our fixed monthly costs were going to be [Iwe] then determined what the market rate for comparable services were At this rate it was determined that for all but the lowest billing projections this [Service] would turn a profit at this rate
    [Optional if applicable]
    However since our service is unique and demands a higher level of expertise we felt that we should bill above other comparable rates








    Specific Markets
    Market #1
    General History

    The first widget was introduced into the market in 1036 Widgets remained much as the original production until well into the 20th century when computer modeling showed that there could be some enhancements made to the basic widget The market for widgets has been generally steady with market growth closely following the typical population growth At this time there are approximately 1500 companies worldwide making comparable simple widgets


    Lawn care companies have enjoyed a period of steady growth over the past twenty years This demand is due to many factors not the least of which is the advance of lawn care technology In our proposed marketing area there are 25 lawn care services
    Entry Strategy

    Our widget has been designed by the latest in computer aided design We are able to manufacture our complex widgets on computer driven assembly lines using the latest in robotics manufacturing This gives us a tremendous price advantage
    We intend to market our complex widget through all the normal channels available to simple widgets These include retail wholesale and OEM To penetrate this market efficiently and swiftly we intend to initially use commission sales representatives strategically located throughout the USA We also will start a national advertising campaign targeting the end user in various national publications and on national TV commercials
    Our sales representatives will be chosen based on their own experience in the marketplace It is our intention to hire the best and the brightest among those currently available Our marketing tests included many of the reps we initially would like to hire

    Over the past few years we have noticed an increase in demand for full lawn care services not just grass cutting and snow removal Our computerized office allows us to track our clients needs and schedule house calls on one hours notice
    We intend to attack this market very aggressively through the use of
    1 A pool of 10 telemarketers
    2 Housetohouse visits to neighbors of present clients
    3 Advertisements in upscale magazines
    4 Radio advertisements on weekends
    5 Sales calls on real estate management companies

    As we are offering a unique service informing the public of our capabilities is of utmost importance




    Growth Strategy

    After having successfully introduced the complex widget into the American market our expansion will be in two separate areas increasing sales in the USA and entering various foreign markets
    After we have reached our first year sales goals we intend to offer our sales reps the opportunity to sell our products exclusively by joining our company We expect that a small percentage will desire to remain independent and these will have to be replaced with our own sales force We intend to develop further sales reps from within by hiring and training them in our own sales methods We will increase national advertising and begin targeting smaller accounts and specialty outlets Additionally we will conduct in house seminars for various OEM’s demonstrating how the inclusion of complex widgetry into their own products will increase the value of their products


    After having successfully completed this entry phase into this market in the geographical are we have chosen we will then expand our market by doing the following
    1 Expand telemarketing pool to 20
    2 Increase number of direct sales reps
    3 Expand into neighboring cities


    Market Size and Share
    The American market for [productservice] is estimated at 8 Billion annual sales based on data furnished by XYZ Survey We estimate that we can achieve XX market share within XX years
    Marketing data for other markets is in the process of collection
    Other Markets

    Use the same format for additional markets
    Targeting New Markets
    To continue our growth we will be using the following methods to expand our markets and to increase our new areas of doing business
    § Customer contact find out their needs
    § Look for complementary products
    § Trade shows
    § World Trade Center Network
    § US Government trade leads
    § State Government trade leads
    § Online computer prospecting and qualification (DIALOG D&B etc)
    § Market surveys
    § Research & development
    Location
    RETAIL EXAMPLE
    This business will be operated at 123 Any Street This location is desirable because
    1 The traffic flow has been rated at high
    2 The rent is below market
    3 The building has the necessary facilities to operate this business
    4 The location is convenient for our customers
    We are renting this building on a XX year lease We will have renovations costing XXX based upon three estimates The building is zoned R3 commercial use
    OTHER SAMPLE
    This business will be operated at 123 Any Street This location is desirable because
    1 The building is structurally compatible for our use
    2 The rent is below market
    3 The building has the necessary facilities to operate this business
    4 The location is convenient for our freight companies suppliers clients and employees
    5 Possibility of expansion in the area

    We are renting this building on a XX year lease We will have renovations costing XXX based upon three estimates The building is zoned R3 commercial use















    Manufacturing Plan
    SAMPLE
    We will be using a conventional assembly line method of construction of our complex widgets Our main supplier of component parts will be DEF Manufacturing of Fort Lee NJ In the event that they are not able to ship according to our specifications our secondary supplier will be MNO Amalgamated located in Charlotte NC These parts will be shipped to us by motor freight
    The actual machinery used in the production line will be manufactured by A&M Machine Tools of Arlington Texas They also will be doing maintenance under a service contract This design of machine and assembly will allows us to produce 24 hours a day as the entire assembly process is fully automated with stateof theart robotics of American manufacture
    With robotics our labor costs and therefore our production costs will be the lowest in the industry To maintain our advantage we have established lines of communication with all of our potential machinery suppliers Most importantly we have an ongoing relationship with several universities and are actively participating in various studies and experiments relating to production methods
    These machines also incorporate quality checking by lasers All products must come within XX of specifications Also at regular intervals we will be using human inspection of products and machines
    We do not anticipate generating any toxic materials at this time for these products However we will be closely monitoring all production to determine if any hazardous materials are being generated We have contracted with an environmental engineering company to advise us on any possible problems as well as solutions including legal disposal of all hazardous wastes
    We anticipate the following outlays for this capital equipment
    A&M Machines XXX
    Service Contract XXX



















    Research & Development
    SAMPLE
    We have already spent a considerable amount of time in researching and developing our complex widgets We have a very simple laboratory equipped with the basic research equipment we need We have thus far been able to discover lighter materials and several cost cutting manufacturing methods The largest achievement to date is the discovery of a water based lubricant that does not disintegrate in rainstorms We have called this lubricant H2OcusPocus
    Presently our research is being supervised by our Technical Director John Q Public He will continue in this capacity Having been the researcher involved with all our activities to this point he is well qualified to continue our research efforts
    Our next research project will center around using this new lubricant in our manufacturing processes and testing of a new material that has come to our attention
    To this point our research has paid for itself as we have been keying on bringing this new product to market However now that we are becoming more experimental in our research efforts such a continued success ratio can not be maintained
    We have been investigating several potential government (both state and federal) funding sources Our present program of joint research with the local university has bproven very beneficial
























    Historical Financial Data
    See Attachments
    [This discussion should include all facts pertaining to your financial statements]

    SAMPLE
    Income Statement
    [Discuss both positive and negative aspects of your income statements This is no time for trying to hide the facts]


    Balance Sheet
    [Discuss both positive and negative aspects of your balance sheets This is no time for trying to hide the facts]


    Asset Worksheet
    [Discuss both positive and negative aspects of your assets This is no time for trying to hide the facts]


    Ratio Analysis
    Financial ratios are included for your convenience


    Financial Standards
    We have also included financial standards as compiled by Dun & Bradstreet and Robert Morris Associates








    Proforma Financial Data

    See Attachments

    Proforma Cash Flow Analysis
    SAMPLE
    Assumptions
    Cash Receipts Percentages as indicated
    Rent Building rental at 12square foot
    Utilities Water gas sewer trash electric
    Telephone Local long distance and cellular
    Salaries Executives
    Payroll Hourly non executive
    Withholding Figured at XX
    Inventory
    FreightIn
    Office Supplies
    Postage
    Advertising Trade magazine direct mail etc
    Professionals
    Commissions Figured at 10
    Insurance
    Travel & Entertainment
    Research [Explanation]
    Miscellaneous
    State Taxes XX
    Federal Taxes XX


    Terms to customers 210 n30 (only to qualified accounts)

    Terms from suppliers Suppliers offers 3 cash discount






    Sales Forecast
    SAMPLE
    Sales have been forecast at the following growth rates

    Year 2 Year 3


    Product 1 XX XX
    Product 2 XX XX







    Cash Flow Variables
    SAMPLE
    We project that we will be able to generate sufficient capital from operations to meet our initial needs after the infusion of 200000 However our projections are in industries that have never been fully addressed and are based upon present real buying conditions and our own experience Should sales not be up to projections adjustments will be made in ordering and long term commitments decreased or postponed


    Income Statement
    Assumptions
    Returns discounts We are offering a range of quantity
    discountsplus an early payment discount to
    those extended credit Average is estimated
    to be 5
    Cost of goods sold
    Expenses Totaled from Cash Flow Analysis spreadsheets

    Freight Paid by customers




    Risks & Variables

    SAMPLE
    We have considered seasonal trends and have forecasted accordingly [IWe] believe the forecasts are conservative
    Proforma Balance Sheet


    Cost Control
    SAMPLE
    Our books will initially be maintained manually [My Company] seeks at a future point to use a computerized accounting package to monitor our financial performance This information will be compiled at the end of each month for preparation of financial statements Each month these statements will be reviewed against our proformas and appropriate action taken to adjust costs or our budget If we find that we are continually over budget our first step will be to reevaluate our markup on products and then to recheck our costs to make certain that we are obtaining the best possible prices

    Ratio Analysis
    Financial ratios are included for your convenience

    Financial Standards

    We have also included financial standards as compiled by Dun
    & Bradstreet and Robert Morris Associates

    Breakeven Point

    Taken from BPMBREAKWK1 spreadsheet

    SAMPLE
    The following chart shows our breakeven point
    Profit Revenue Fixed Costs Variable Costs

    0 2000000 390000 1610000

    It is intended that [My Company] will be profitable in the XXX
    Quarter 199X







    Effects of Loan or Investment
    SAMPLE
    The money invested in [My Company] will be used for the following purposes
    § Purchase of DEF Machine Model # 333058 including installation (150000)
    § Working capital (50000)
    § Leasehold improvements (est 15000)
    § Laboratory equipment Beakers test tubes petrie dishes (1500)
    § Startup costs legal fees filing fees
    § Inventory raw materials (25000)
    § Delivery trucks (GMC Model 80 10995)
    § Computer equipment 15 Austin 48633 Winstations (40425)

    These outlays will enable us to operate at a level that will allow us to meet our conservative sales goals for the first year This will also allow us to outright purchase these items rather than finance or lease them























    Attachments



























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