电子商务英语15
- 1. Key point: useful terms and definitions of business plan Difficult points: the tips of a business plan
- 2. Requirement By the end of this lesson, you should be able to have a good command of □ the tips of a business plan □ the commonly-used sentences in writing business plan By the end of this lesson, you should be able to □ know the part of management in a business plan □ know the part of financials in a business plan □ know how to write a business plan □ prescribe the successful way of Charlie Bell, the McDonald’s CEO
- 3. Creating an Effective Business Plan (III)New Wordsthrive v. 繁荣；兴旺；茁壮成长 chronological a. 年代学的；按年代顺序的 flounder v. 挣扎；折腾 subcontractor n. 转包工作的承包人；转包人；分包者 flipside n. （美口语）唱片的反面 underestimate n.; v. 低估；看轻 reputable a. 受好评的；受尊敬的；规范的 capitalization n. 资本化；本金化；资本总额 lump n. 块；瘤；很多 revenue n. 收入；岁收；税务局 tolerable a. 可容忍的；可以的 appropriate a. 适当的 gauge n.; v. 标准度量；计量器；精确计量
- 4. Skill TrainingSamples of the Outline of a Business Plan Sample 1: An Outline of a Complete Business Plan Summary Business Concept Current situation Key success factors Financial situation/needs Vision Vision statement Milestones
- 5. Market Analysis The overall market Changes in the market Market segments Target market and customers Customer characteristics Customer needs Customer buying decisions Competitive Analysis Industry overview Nature of competition Changes in the industry Primary competitors Competitive products/services Opportunities Threats and risks
- 6. Strategy Key competitive capabilities Key competitive weaknesses Strategy Implementing strategy Products/Services Product/service description Positioning of products/services Competitive evaluation of products/services Future products/services
- 7. Marketing and sales Marketing strategy Sales tactics Advertising Promotions/incentives Publicity Trade shows Operations Key personnel Organizational structure Human resources plan Product/service delivery Customer service/support Facilities
- 8. Creating the financials of the business plan Assumptions and Comments Starting Balance Sheet Profit and Loss Projection Cash Flow Projection Balance Sheet Projection Ratio's and Analysis
- 9. Sample 2:BUSINESS PLAN FOR A RESTAURANT Table of Contents Company Description Industry Analysis Products & Related Services The Target Market The Competition Marketing Plan & Sales Strategy Operations Management & Organization Long-Term Development & Exit Plan Financial Data & Projections Appendices
- 10. Sample 3:BUSINESS PLAN FOR A RETAIL BUSINESS American Management Technology 1.0 Executive Summary 1.1 Objectives 1.2 Mission 1.3 Keys to Success 2.0 Company Summary 2.1 Company Ownership 2.2 Company History 2.4 Company Locations and Facilities
- 11. 3.0 Products and Services 3.1 Product and Service Description 3.2 Competitive Comparison 3.3 Sales Literature 3.4 Sourcing 3.5 Technology 3.6 Future Products and Services
- 12. 4.0 Market Analysis Summary 4.1 Market Segmentation 4.2 Industry Analysis 4.2.1 Industry Participants 4.2.2 Distribution Patterns 4.2.3 Competition and Buying Patterns 4.2.4 Main Competitors 4.3 Market Analysis
- 13. 5.0 Strategy and Implementation Summary 5.1 Marketing Strategy 5.1.2 Pricing Strategy 5.1.3 Promotion Strategy 5.2 Sales Strategy 5.2.1 Sales Forecast 5.2.2 Startup Summary 6.0 Personnel Plan 7.0 Financial Plan 7.1 Key Financial Indicators 8.0 Management Team
- 14. The Commonly-used Sentences in Writing Business Plan (III) 1.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. 2. We expect that a small percentage will desire to remain independent and these will have to be replaced with our own sales force.
- 15. 3. We will increase national advertising and begin targeting smaller accounts and specialty outlets. 4.The American market for [product/service] is estimated at $8 Billion annual sales based on data furnished by XYZ Survey. 5.We estimate that we can achieve XX% market share within XX years. To continue our growth, we will be using the following methods to expand our markets and to increase our new areas of doing business:
- 16. 6. This location is desirable because: ⑴ the building is structurally compatible for our use; ⑵ the rent is below market; ⑶ the building has the necessary facilities to operate this business; ⑷ the location is convenient for our freight companies, suppliers, clients and employees; ⑸ possibility of expansion in the area. 7. Our main supplier of component parts will be DEF Manufacturing of Fort Lee, NJ.
- 17. 8. With robotics our labor costs and therefore our production costs will be the lowest in the industry. 9. To maintain our advantage we have established lines of communication with all of our potential machinery suppliers. 10. Most importantly we have an ongoing relationship with several universities and are actively participating in various studies and experiments relating to production methods.
- 18. 11. We have contracted with an environ-mental engineering company to advise us on any possible problems as well as solutions including legal disposal of all hazardous wastes. 12. Our present program of joint research with the local university has proven very beneficial. 13. We project that we will be able to generate sufficient capital from operations to meet our initial needs after the infusion of $200,000.
- 19. 14.Should sales not be up to projections, adjustments will be made in ordering and long term commitments decreased or postponed. 15. [My Company] seeks at a future point to use a computerized accounting package to monitor our financial performance. 16. This information will be compiled at the end of each month for preparation of financial statements. 17. The money invested in [My Company] will be used for the following purposes:
- 20. 18. 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. 19. Also due to the fast changing nature of this industry, we will need to retrofit these machines within XX years at customer expense. 20. At this time there are approximately 1,500 companies worldwide making comparable simple widgets.
- 21. Reading Materials From Burger Flipper to McDonald’s CEO Abstract: This article tells of a story of Charlie Bell, an Australian who has gone from flipping burgers and cleaning toilets in a suburban restaurant to running the worldwide McDonald's fast food empire. Key words: Charlie Bell; burger; flipper; McDonald; CEO 返 回
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