Lesson Thirteen
Key point,useful terms
and definitions of business plan
Difficult points,the tips of
every sections
Lesson Thirteen
Requirement
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 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 is
Lesson Thirteen
Creating an Effective Business Plan (I)
· Abstract,This article (including the
following two texts) tells how to prepare a
business plan,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; marketing;
management; financial
Lesson Thirteen
New Words
distill v,烝溜；滴下
verbatim a,逐字的；照字面的；逐字地
cull v,采；摘；捡
concise a,简洁的；简明的
incomprehensibl
e
a,不能理解的；费解的
pertinent a,相关的；切题的；中肯的
conjecture n.; v,推测；猜想
perceive v,感觉；意识到；理解到
pamper v,放纵；使过量
rationale n,基本原理
warranty n,正当理由；授权；担保；保
证implement n.; v,工具；手段
profitability n,收益性；收益率
Lesson Thirteen
Skill Training
The Aim and Structure of a Business Plan
一般来说，商业计划书的格式都是类似的，但
是具体到每一份计划需要强调和突出的重点有所不
同。怎样设计一份商业计划依赖于预想的投资类型
和计划所应该包含的内容。例如，一个为公司创建
所作的商业计划就有别于一个为了占领新市场的计
划；而一份用于在国内融资的商业计划书也应该有
别于一份以吸引外资为目的的商业计划书。
Lesson Thirteen
尽管有这些差异, 商业计划也具有一些共同的
特征 。 总的来说, 它们都应该提供一个清晰的容易
为人理解的画面, 显示着商业投资的机会和风险 。
一份完整的商业计划书应包括以下各主要部分：
第一部分,概述
概述部分要明确说明公司的现状与历史沿革,
业务和发展目标, 产品与服务是什么, 公司的产品
和服务有那些竞争优势, 企业管理团队的素质和发
展变化情况 。
Lesson Thirteen
第二部分,产品和服务
精确描述公司要推出的产品或服务，重点描述
产品或服务的用途和好处，有关产品的专利、著作
权、政府批文等
第三部分,市场
详细说明现在和将来的市场状况, 提供充分的
市场调查的数据和相关假设, 描述市场的变化趋势
和增长潜力, 说明每个细分目标市场及其客户 。
Lesson Thirteen
第四部分,竞争
分析现有和将来的竞争者，他们的强项和弱处，
以及本公司的优势和战胜竞争对手的方法。如果是
进入一个已有竞争的市场，要分析竞争对手会对本
公司的进入做出什么反应，如果是进入一个新市场，
要预测其他对手将如何跟随进入这个市场。
第五部分：营销
对每个细分目标市场作出特定的营销计划，如
何接触客户、争取客户使用公司的产品并保持市场
占有率。
Lesson Thirteen
第六部分：管理团队
详细描述管理团队组成人员的背景材料，包括
其经验、能力和专长。尤其对总经理、技术主管、
营销主管、财务主管的人选情况进行说明。
第七部分：投资说明
对投资形式明确且具体地阐述意见。如所需资
金的额度及用途，以后融资的设想，风险投资参与
投资后的股权分配情况及参与公司管理的方式的计
划。
Lesson Thirteen
第八部分：财务预测
现有的公司财务报表、投资后五年的财务预测
报表（头两年的营业收入和费用现金流量表用月报
的方式作出预测），投资需求及如何使用这些资金，
每年的预算。做财务预测要有一定的预测基础，避
免完全的想象。
第九部分：风险因素
对于公司以后发展中可能面临的风险因素进行
正面描述，并提出应对办法。如：管理团队经验不
足、市场发展的不确定性、技术开发不成功的可能、
实验室阶段转化批量化生产的不确定性、关键人离
去对企业的影响等。
Lesson Thirteen
第十部分：资本退出
说明希望风险投资的变现方式，如股票上市、
股权转让给行业内大公司（若确有这种设想请列出
有可能的公司名称），股权回购（按预先商定的方
式买回我方在贵公司的权益）。
第十一部分：附件
提供本公司综合介绍的有关文献、所处行业的
相关资料、统计数据以及其他有助于了解本公司的
材料。
Lesson Thirteen
在以上各项中, 投资者最为关注的
一个是创意, 另一个是团队情况 。 后者
是实施前者的保证, 所以在一定意义上
说来比前者更为重要 。 一个具有成功的
经历和企业家的人格魅力的管理团队更
容易获得投资者的青睐 。
Lesson Thirteen
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 prospective
[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.
Lesson Thirteen
4,The basic components of this plan are:...
5,[I/we] need investment from private indivi-
duals 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].
Lesson Thirteen
9.Sales growth from zero to $1,000,000 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 bachelor’s degree in
Education.
12.Richard Roe,CPA,Chief Financial
Officer - Responsible for financial operations,
accounts payable,accounts receivable,
interaction with auditors,investor relations.
Salary - $40,000
Lesson Thirteen
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
[proprietorship,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.]
Lesson Thirteen
16,This venture was very successful in
generating and increasing 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,marketing
rights] for this [product/service].
Lesson Thirteen
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.
Lesson Thirteen
Reading Materials
What Is Your Business Personality?
Abstract,In business,image and first
impressions are the first elements on which
people are judged,This article introduces some
personalities and the traits,which should be
developed and honed if you plan on succeeding
in business.
Key words,personality; negotiator; leader;
team player 返 回
Key point,useful terms
and definitions of business plan
Difficult points,the tips of
every sections
Lesson Thirteen
Requirement
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 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 is
Lesson Thirteen
Creating an Effective Business Plan (I)
· Abstract,This article (including the
following two texts) tells how to prepare a
business plan,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; marketing;
management; financial
Lesson Thirteen
New Words
distill v,烝溜；滴下
verbatim a,逐字的；照字面的；逐字地
cull v,采；摘；捡
concise a,简洁的；简明的
incomprehensibl
e
a,不能理解的；费解的
pertinent a,相关的；切题的；中肯的
conjecture n.; v,推测；猜想
perceive v,感觉；意识到；理解到
pamper v,放纵；使过量
rationale n,基本原理
warranty n,正当理由；授权；担保；保
证implement n.; v,工具；手段
profitability n,收益性；收益率
Lesson Thirteen
Skill Training
The Aim and Structure of a Business Plan
一般来说，商业计划书的格式都是类似的，但
是具体到每一份计划需要强调和突出的重点有所不
同。怎样设计一份商业计划依赖于预想的投资类型
和计划所应该包含的内容。例如，一个为公司创建
所作的商业计划就有别于一个为了占领新市场的计
划；而一份用于在国内融资的商业计划书也应该有
别于一份以吸引外资为目的的商业计划书。
Lesson Thirteen
尽管有这些差异, 商业计划也具有一些共同的
特征 。 总的来说, 它们都应该提供一个清晰的容易
为人理解的画面, 显示着商业投资的机会和风险 。
一份完整的商业计划书应包括以下各主要部分：
第一部分,概述
概述部分要明确说明公司的现状与历史沿革,
业务和发展目标, 产品与服务是什么, 公司的产品
和服务有那些竞争优势, 企业管理团队的素质和发
展变化情况 。
Lesson Thirteen
第二部分,产品和服务
精确描述公司要推出的产品或服务，重点描述
产品或服务的用途和好处，有关产品的专利、著作
权、政府批文等
第三部分,市场
详细说明现在和将来的市场状况, 提供充分的
市场调查的数据和相关假设, 描述市场的变化趋势
和增长潜力, 说明每个细分目标市场及其客户 。
Lesson Thirteen
第四部分,竞争
分析现有和将来的竞争者，他们的强项和弱处，
以及本公司的优势和战胜竞争对手的方法。如果是
进入一个已有竞争的市场，要分析竞争对手会对本
公司的进入做出什么反应，如果是进入一个新市场，
要预测其他对手将如何跟随进入这个市场。
第五部分：营销
对每个细分目标市场作出特定的营销计划，如
何接触客户、争取客户使用公司的产品并保持市场
占有率。
Lesson Thirteen
第六部分：管理团队
详细描述管理团队组成人员的背景材料，包括
其经验、能力和专长。尤其对总经理、技术主管、
营销主管、财务主管的人选情况进行说明。
第七部分：投资说明
对投资形式明确且具体地阐述意见。如所需资
金的额度及用途，以后融资的设想，风险投资参与
投资后的股权分配情况及参与公司管理的方式的计
划。
Lesson Thirteen
第八部分：财务预测
现有的公司财务报表、投资后五年的财务预测
报表（头两年的营业收入和费用现金流量表用月报
的方式作出预测），投资需求及如何使用这些资金，
每年的预算。做财务预测要有一定的预测基础，避
免完全的想象。
第九部分：风险因素
对于公司以后发展中可能面临的风险因素进行
正面描述，并提出应对办法。如：管理团队经验不
足、市场发展的不确定性、技术开发不成功的可能、
实验室阶段转化批量化生产的不确定性、关键人离
去对企业的影响等。
Lesson Thirteen
第十部分：资本退出
说明希望风险投资的变现方式，如股票上市、
股权转让给行业内大公司（若确有这种设想请列出
有可能的公司名称），股权回购（按预先商定的方
式买回我方在贵公司的权益）。
第十一部分：附件
提供本公司综合介绍的有关文献、所处行业的
相关资料、统计数据以及其他有助于了解本公司的
材料。
Lesson Thirteen
在以上各项中, 投资者最为关注的
一个是创意, 另一个是团队情况 。 后者
是实施前者的保证, 所以在一定意义上
说来比前者更为重要 。 一个具有成功的
经历和企业家的人格魅力的管理团队更
容易获得投资者的青睐 。
Lesson Thirteen
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 prospective
[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.
Lesson Thirteen
4,The basic components of this plan are:...
5,[I/we] need investment from private indivi-
duals 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].
Lesson Thirteen
9.Sales growth from zero to $1,000,000 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 bachelor’s degree in
Education.
12.Richard Roe,CPA,Chief Financial
Officer - Responsible for financial operations,
accounts payable,accounts receivable,
interaction with auditors,investor relations.
Salary - $40,000
Lesson Thirteen
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
[proprietorship,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.]
Lesson Thirteen
16,This venture was very successful in
generating and increasing 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,marketing
rights] for this [product/service].
Lesson Thirteen
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.
Lesson Thirteen
Reading Materials
What Is Your Business Personality?
Abstract,In business,image and first
impressions are the first elements on which
people are judged,This article introduces some
personalities and the traits,which should be
developed and honed if you plan on succeeding
in business.
Key words,personality; negotiator; leader;
team player 返 回
