Lesson Fourteen
Key point,useful terms and
definitions of business plan
Difficult points,the tips of
a business plan
Lesson Fourteen
Requirement
By the end of this lesson,you should be
able to have a good command of
□ the tips of a business plan
□ commonly-used sentences in writing busi-
ness plan
By the end of this lesson,you should be
able to
□ know the part of market in a business plan
□ know the part of development and
production in a business plan
□ know the part of sales and marketing in a
business plan
Lesson Fourteen
Creating an Effective Business Plan (II)
New Words
convince v,说服；使相信
cater v,提供饮食及服务；迎合
identifiable a,可辨认的
procure v,获得；取得；导致
stumble n.; v,绊倒；失足；蹒跚而行
slang n.;v,俚语；辱骂；用俚语说
jargon n,专门术语；行话
credential n,国书；凭据；证明
assessment n,评估；评定的款额
Lesson Fourteen
gourmet n,美食家
mock-up n,(实验或教学用的 )实物模型
grab n,抓握；抢夺；强占
ketchup n,蕃茄酱
widget n,小器具；未定名的新产品
gale n,狂风；大风；定期租金
encyclopedia n,百科全书
subcontract n.; v,转包合同；转包
roadblock n,障碍；障碍物
scrutinize v,仔细检查；核对；细看
tactics n,战术；兵法
incur v,招致；蒙受；遭遇
Lesson Fourteen
Skill Training
The Outline of a Business Plan
商业计划书写作纲要
在写出一份计划书之前，首先要决定出
计划书的纲要。不同的项目，其计划书的纲
要也不尽相同。一般来说，纲要包括如以下
表格中所示的几个部分，每个部分的写作目
的以及参考长度。
Lesson Fourteen
部 分 目 的 长度 (页数 )
1.0 业务要点 整个业务计划的简要总结 1-2
2.0公司描述
2.1背景 /历史
2.2资本结构 /股东名单
2.3 期权协议 （ 如果适用 ）
公司的背景资料, 包括资本
结构 。
1-2
3.0 产品 / 服务
3.1描述
3.2技术
3.3消费者可得到的好处
公司将向消费者提供什么? 与
消费者目前所使用 /所拥有的
产品 /服务相比, 消费者将从
公司的产品 /服务中如何受益?
1-3
4.0 市场分析
4.1 规模
4.2 区域聚焦
4.3 发展
4.4 消费者概况
4.5 市场开拓战略
公司有多少潜在用户? 其增长
率是多少? 公司计划占有该市
场的多大份额? 公司如何发
现潜在市场, 如何打进潜在
市场?
1-2
Lesson Fourteen
5.0 竞争分析
5.1 现有竞争
5.2 替换产品 / 服务
5.3SWOT(强势 /弱势 /机会威胁分析 )
5.4 竞争优势
5.5 进入壁垒
公司的竞争对手是谁? 公司比
竞争对手强 /弱的地方是什么?
是否具有能阻止其他人进入
的壁垒 (例如技术 /法规 )?
1-2
6.0 业务计划的实施
6.1 战略
6.2 联盟
6.3 实施时间表和预算
业务计划将如何实施? 公司的
实施战略是什么?
1-3
7.0 管理团队
7.1 创始人和主要成员的简
要介绍
公司的主要员工是谁? 他们拥
有何种经验, 业绩记录和技
能?
1-2
(半页 /人 )
8.0 资金需求
8.1 需求量
8.2 估值和理由
8.3 资金用途
公司需要多少资金来实施该
业务计划? 公司如何向外部投
资者估值自己? 预计, 资金
消耗率, (或每月支出 ) 是多
少?
1-2
9.0财务分析
9.1预计收益和损失
9.2现金流动
公司财务规划 1-3
Lesson Fourteen
Commonly-used Sentences in Writing
Business Plan (II)
1,To secure a stable future for all those
connected with [My Company] we have set the
following long term goals:
2,We want to be considered by our peers
to be the market leader in sales as evidenced by
trade industry awards.
3,The distinctive competitive advantages
which [My Company] brings to this market
are:…
Lesson Fourteen
4.The philosophy of [My Company] is to
price not just according to our costs,but also
according to what the market will pay.
5,Our targeted minimum gross profit mar-
gin for a category must be XX%.
6.By pricing to the market,[I/we] will
achieve higher sales and therefore increase my
buying power.
7.As the amounts of my purchases increase,
my per unit costs of shipping decrease and [I/we]
will achieve higher discount levels from my
suppliers.
Lesson Fourteen
8,Through these economies of scale,many
items currently on the market can be sold with
lower prices,yet a higher net profit.
9,Product pricing will include a range of
quantity discounts as well as an early payment
discount.
10,We have also included financial
standards as compiled by Dun & Bradstreet and
Robert Morris Associates.
11,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.
Lesson Fourteen
12,Though [my,our] leadership,[I,we]
will be able to reduce overhead as a percentage
of sales thereby increasing the amount of profit
to be retained in the business.
13,What [My Company] propose to use
are just good solid business sense,economies of
scale,and the use of efficient financial
techniques.
14,Before [I/we] set the price for my
complex widgets,[I/we] determined on a unit
basiswhat my costs were going to be.
Lesson Fourteen
15,However,since our complex widgets
offer additional features,we felt that we could
price it approximately 50% above simple
widgets.
16,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.
17,Over the past few years,we have noticed
an increase in demand for full lawn care
services - not just grass cutting and snow
removal.
Lesson Fourteen
18,We intend to attack this market very
aggressively through the use of:…
19,As we are offering a unique service,
informing the public of our capabilities is of
utmost importance.
20,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.
Lesson Fourteen
Reading Materials
Top Ten Internet Manners
Questions
Abstract,This article introduces the
top ten Internet manners questions and
gives readers its advice to show good
manners.
Key words,Internet; manner; ten
questions 返 回
Key point,useful terms and
definitions of business plan
Difficult points,the tips of
a business plan
Lesson Fourteen
Requirement
By the end of this lesson,you should be
able to have a good command of
□ the tips of a business plan
□ commonly-used sentences in writing busi-
ness plan
By the end of this lesson,you should be
able to
□ know the part of market in a business plan
□ know the part of development and
production in a business plan
□ know the part of sales and marketing in a
business plan
Lesson Fourteen
Creating an Effective Business Plan (II)
New Words
convince v,说服；使相信
cater v,提供饮食及服务；迎合
identifiable a,可辨认的
procure v,获得；取得；导致
stumble n.; v,绊倒；失足；蹒跚而行
slang n.;v,俚语；辱骂；用俚语说
jargon n,专门术语；行话
credential n,国书；凭据；证明
assessment n,评估；评定的款额
Lesson Fourteen
gourmet n,美食家
mock-up n,(实验或教学用的 )实物模型
grab n,抓握；抢夺；强占
ketchup n,蕃茄酱
widget n,小器具；未定名的新产品
gale n,狂风；大风；定期租金
encyclopedia n,百科全书
subcontract n.; v,转包合同；转包
roadblock n,障碍；障碍物
scrutinize v,仔细检查；核对；细看
tactics n,战术；兵法
incur v,招致；蒙受；遭遇
Lesson Fourteen
Skill Training
The Outline of a Business Plan
商业计划书写作纲要
在写出一份计划书之前，首先要决定出
计划书的纲要。不同的项目，其计划书的纲
要也不尽相同。一般来说，纲要包括如以下
表格中所示的几个部分，每个部分的写作目
的以及参考长度。
Lesson Fourteen
部 分 目 的 长度 (页数 )
1.0 业务要点 整个业务计划的简要总结 1-2
2.0公司描述
2.1背景 /历史
2.2资本结构 /股东名单
2.3 期权协议 （ 如果适用 ）
公司的背景资料, 包括资本
结构 。
1-2
3.0 产品 / 服务
3.1描述
3.2技术
3.3消费者可得到的好处
公司将向消费者提供什么? 与
消费者目前所使用 /所拥有的
产品 /服务相比, 消费者将从
公司的产品 /服务中如何受益?
1-3
4.0 市场分析
4.1 规模
4.2 区域聚焦
4.3 发展
4.4 消费者概况
4.5 市场开拓战略
公司有多少潜在用户? 其增长
率是多少? 公司计划占有该市
场的多大份额? 公司如何发
现潜在市场, 如何打进潜在
市场?
1-2
Lesson Fourteen
5.0 竞争分析
5.1 现有竞争
5.2 替换产品 / 服务
5.3SWOT(强势 /弱势 /机会威胁分析 )
5.4 竞争优势
5.5 进入壁垒
公司的竞争对手是谁? 公司比
竞争对手强 /弱的地方是什么?
是否具有能阻止其他人进入
的壁垒 (例如技术 /法规 )?
1-2
6.0 业务计划的实施
6.1 战略
6.2 联盟
6.3 实施时间表和预算
业务计划将如何实施? 公司的
实施战略是什么?
1-3
7.0 管理团队
7.1 创始人和主要成员的简
要介绍
公司的主要员工是谁? 他们拥
有何种经验, 业绩记录和技
能?
1-2
(半页 /人 )
8.0 资金需求
8.1 需求量
8.2 估值和理由
8.3 资金用途
公司需要多少资金来实施该
业务计划? 公司如何向外部投
资者估值自己? 预计, 资金
消耗率, (或每月支出 ) 是多
少?
1-2
9.0财务分析
9.1预计收益和损失
9.2现金流动
公司财务规划 1-3
Lesson Fourteen
Commonly-used Sentences in Writing
Business Plan (II)
1,To secure a stable future for all those
connected with [My Company] we have set the
following long term goals:
2,We want to be considered by our peers
to be the market leader in sales as evidenced by
trade industry awards.
3,The distinctive competitive advantages
which [My Company] brings to this market
are:…
Lesson Fourteen
4.The philosophy of [My Company] is to
price not just according to our costs,but also
according to what the market will pay.
5,Our targeted minimum gross profit mar-
gin for a category must be XX%.
6.By pricing to the market,[I/we] will
achieve higher sales and therefore increase my
buying power.
7.As the amounts of my purchases increase,
my per unit costs of shipping decrease and [I/we]
will achieve higher discount levels from my
suppliers.
Lesson Fourteen
8,Through these economies of scale,many
items currently on the market can be sold with
lower prices,yet a higher net profit.
9,Product pricing will include a range of
quantity discounts as well as an early payment
discount.
10,We have also included financial
standards as compiled by Dun & Bradstreet and
Robert Morris Associates.
11,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.
Lesson Fourteen
12,Though [my,our] leadership,[I,we]
will be able to reduce overhead as a percentage
of sales thereby increasing the amount of profit
to be retained in the business.
13,What [My Company] propose to use
are just good solid business sense,economies of
scale,and the use of efficient financial
techniques.
14,Before [I/we] set the price for my
complex widgets,[I/we] determined on a unit
basiswhat my costs were going to be.
Lesson Fourteen
15,However,since our complex widgets
offer additional features,we felt that we could
price it approximately 50% above simple
widgets.
16,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.
17,Over the past few years,we have noticed
an increase in demand for full lawn care
services - not just grass cutting and snow
removal.
Lesson Fourteen
18,We intend to attack this market very
aggressively through the use of:…
19,As we are offering a unique service,
informing the public of our capabilities is of
utmost importance.
20,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.
Lesson Fourteen
Reading Materials
Top Ten Internet Manners
Questions
Abstract,This article introduces the
top ten Internet manners questions and
gives readers its advice to show good
manners.
Key words,Internet; manner; ten
questions 返 回
