Lesson Fifteen
Key point,useful terms
and definitions of business plan
Difficult points,the tips of
a business plan
Lesson Fifteen
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
Lesson Fifteen
Creating an Effective Business Plan (III)
New Words
thrive 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
Lesson Fifteen
Skill Training
Samples 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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
Sample 3:
BUSINESS PLAN FOR A RETAIL BUSINESS
American Management Technology
1.0Executive Summary
1.1Objectives
1.2Mission
1.3Keys to Success
2.0Company Summary
2.1Company Ownership
2.2Company History
2.4Company Locations and Facilities
Lesson Fifteen
3.0Products and Services
3.1Product and Service Description
3.2Competitive Comparison
3.3Sales Literature
3.4Sourcing
3.5Technology
3.6Future Products and Services
Lesson Fifteen
4.0Market Analysis Summary
4.1Market Segmentation
4.2Industry Analysis
4.2.1Industry Participants
4.2.2Distribution Patterns
4.2.3Competition and Buying Patterns
4.2.4Main Competitors
4.3Market Analysis
Lesson Fifteen
5.0Strategy and Implementation Summary
5.1Marketing Strategy
5.1.2Pricing Strategy
5.1.3Promotion Strategy
5.2Sales Strategy
5.2.1Sales Forecast
5.2.2Startup Summary
6.0Personnel Plan
7.0Financial Plan
7.1Key Financial Indicators
8.0Management Team
Lesson Fifteen
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.
Lesson Fifteen
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:
Lesson Fifteen
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
beDEF Manufacturing of Fort Lee,NJ.
Lesson Fifteen
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.
Lesson Fifteen
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.
Lesson Fifteen
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:
Lesson Fifteen
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.
Lesson Fifteen
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
Key point,useful terms
and definitions of business plan
Difficult points,the tips of
a business plan
Lesson Fifteen
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
Lesson Fifteen
Creating an Effective Business Plan (III)
New Words
thrive 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
Lesson Fifteen
Skill Training
Samples 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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
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
Lesson Fifteen
Sample 3:
BUSINESS PLAN FOR A RETAIL BUSINESS
American Management Technology
1.0Executive Summary
1.1Objectives
1.2Mission
1.3Keys to Success
2.0Company Summary
2.1Company Ownership
2.2Company History
2.4Company Locations and Facilities
Lesson Fifteen
3.0Products and Services
3.1Product and Service Description
3.2Competitive Comparison
3.3Sales Literature
3.4Sourcing
3.5Technology
3.6Future Products and Services
Lesson Fifteen
4.0Market Analysis Summary
4.1Market Segmentation
4.2Industry Analysis
4.2.1Industry Participants
4.2.2Distribution Patterns
4.2.3Competition and Buying Patterns
4.2.4Main Competitors
4.3Market Analysis
Lesson Fifteen
5.0Strategy and Implementation Summary
5.1Marketing Strategy
5.1.2Pricing Strategy
5.1.3Promotion Strategy
5.2Sales Strategy
5.2.1Sales Forecast
5.2.2Startup Summary
6.0Personnel Plan
7.0Financial Plan
7.1Key Financial Indicators
8.0Management Team
Lesson Fifteen
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.
Lesson Fifteen
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:
Lesson Fifteen
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
beDEF Manufacturing of Fort Lee,NJ.
Lesson Fifteen
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.
Lesson Fifteen
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.
Lesson Fifteen
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:
Lesson Fifteen
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.
Lesson Fifteen
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
