专业课项目作业本质特点和电子商务运营模式个典型案课件

专业课项目作业（本质特点和电子商务运营模式专业课项目作业（本质特点和电子商务运营模式+1-2个典个典型案例介绍）型案例介绍）时间确定时间确定1.网上百货零售的本质特点和电子商务运营模式研究网上百货零售的本质特点和电子商务运营模式研究+The Future of Shopping，Harvard Business Review 2011 Dec.(若能说清楚一个品类若能说清楚一个品类（比如：服装）的供应链问题则更佳（比如：服装）的供应链问题则更佳)；2.社会化电子商务本质特点和运营模式研究社会化电子商务本质特点和运营模式研究+Harvard 2012 CaseGrameen Danone Foods Ltd.,a Social Business+iS-Turning Community into Commerce3.O2O电子商务的本质特点和运营模式研究电子商务的本质特点和运营模式研究+(Christoph Zott,Raphael Amit,and Lorenzo Massa，The Business Model:Recent Developments and Future Research，Journal of Management,July 2011;vol.37,4:pp.1019-1042)4.business model最新书籍解读（共三章）最新书籍解读（共三章）Mark W.Johnson,Seizing the White Space:Business Model Innovation for Growth and Renewal,Harvard Business Press;1 edition(February 22,2010)Chapter 2:The Four-Box Business Model Framework-Radical Change as a Manageable ProcessChapter 3:Designing a New Business Model-Finding an Ordered Structure to Unlock CreativityChapter 4:Implementing the Model-Taking a New Business Model into Action1Creating a Winning E-Business Second Edition,Chapter 3Creating a Winning E-BusinessSecond EditionCreating an E-Business PlanChapter 3Learning ObjectivesOrganize a business planPrepare an executive summaryWrite a mission statementPrepare a marketplace analysisCreate operational,financial,and management plans3Creating a Winning E-Business Second Edition,Chapter 3Learning Objectives(continued)Understand legal forms of businessesDescribe e-business partnerships4Creating a Winning E-Business Second Edition,Chapter 35Creating a Winning E-Business Second Edition,Chapter 3From Bridesmaid to E-Business Read the opening caseWe should keep in mind Jenny Lefcourt and Jessica DiLullo and their efforts to create an effective business plan.6Creating a Winning E-Business Second Edition,Chapter 3E-Business Plan OrganizationA e-business plan is used to seek funding for an new or existing e-business.It serves as a“Blueprint”for operations after the business is founded.Developing a plan takes time effort and thought.Many sources of help for the e-entrepreneur.7Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Business plan componentsCover sheet and title pageTable of contentsExecutive summaryBusiness descriptionVision/mission statement8Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Business plan components(continued)Information on products/servicesIndustry,customer,competitor analysesOperational,financial,and managerial plansIdentification of critical risksExit strategy9Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Cover sheetTitle of document and preparers namePlan copy number“Confidential”notationTitle pageCover sheet information andContact numbersKey team members namesName of person receiving the plan10Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)11Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)12Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Table of contentsLists all the major sections and subsections of the planPrepared after rest of plan is completeCarefully checked for omissions and page number errors13Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)14Creating a Winning E-Business Second Edition,Chapter 3Read the“An Evolving E-business Plan”case.Discuss the following questions:What was the original e-business idea that became the Round Table Group?Why did the Round Table Group modify their original business plan?What business model or models does the Round Table Group follow?15Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Executive summaryA condensed version of the complete planUsed by interested parties to quickly assess the business idea and weed out plansKeep it short(one to three pages)Use clear and concise language and action wordsCreate last after plan details are developed16Creating a Winning E-Business Second Edition,Chapter 3Executive SummaryAn overall view of the entire planShould highlight key points including the idea,the competitive situation,the financials and the“players”.May be used to screen plans by bankers and investors.Should allow investors to quickly understand and get excited about the unique e-business opportunities being offeredUse clear,concise,and convincing languageTwo pages long for five minutes of reading 17Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)18Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Vision statementA formal statement of a businesss hopes and desiresWritten to guide and inspire employeesMission statementA formal statement that explains a businesss reason for existing19Creating a Winning E-Business Second Edition,Chapter 3Vision and Mission StatementsAn overall statement of the businesss goals and philosophy.Define your purposeKnow your intended audience20Creating a Winning E-Business Second Edition,Chapter 3how to draft an effective mission statementSelect the targeted audience or audiences.Think carefully about the few meaningful words that clearly express your message.Brainstorm with family members,friends,mentors,and others.visit the D Web site 21Creating a Winning E-Business Second Edition,Chapter 3eBWe help people trade practically anything on earth.eBay was founded with the belief that people are basically good.We believe that each of our customers whether a buyer or a seller,is an individual who deserves to be treated with respect.We will continue to enhance the online trading experiences of all-collectors,hobbyists,dealers,small business,unique item seekers,bargain hunters,opportunistic sellers,and browsers.The growth of the eBay community comes from meeting and exceeding the expectations these special people.22Creating a Winning E-Business Second Edition,Chapter 3A Vision Statement of Cisco Ciscos vision is that the Internet will transform the way people work,live,play,and learn.Today changes is happening faster than ever before,and Cisco helps companies turn that change into a competitive advantage,by helping them become agile.How?With expertise,a strong network of partners,and superior technology including intelligent network services and scalable architectures.Cisco is the world wide leader in networking for the Internet.23Creating a Winning E-Business Second Edition,Chapter 3Business DescriptionProvides the reader with an outline of the e-business background and business conceptLegal form of the businessWhen and where it was formedIts history and its current statusIts future goals24Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)25Creating a Winning E-Business Second Edition,Chapter 3FF is intended to be the Internet source for food people want most the“food you never forget”but which they cannot find in their local market The ultimate goal of the company is to be a superlative specialty/regional food retailer on the Internet26Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Products or services sectionDescription of products or services offeredAnticipated sales for each product or serviceDescribes benefits of product or service to customers27Creating a Winning E-Business Second Edition,Chapter 3Products and ServicesA description of each product or service you plan on offering.Highlight each products customer benefits and address special needsLevel of detail is important.Enough for the reader to understand and not to be confused.Put supporting details in appendix28Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)29Creating a Winning E-Business Second Edition,Chapter 3FThe company provides foods in three categoriesLegendary favorites:nationally or internationally well knownRegional favorites:exceedingly popular in their localsNew classics:deserve to be widely recognized in the future30Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Marketplace analysisInformation about the specific industry of which business is a partDescription of targeted customersDescription of major competitorsOverview of marketing and sales strategies31Creating a Winning E-Business Second Edition,Chapter 3Industry AnalysisAn industry consists businesses that make or sell similar,complementary,or supplementary products or servicesAn analysis of the business environment:size,characteristics,trends,issues,competitors,government regulations,Must based on verifiable data and market research.32Creating a Winning E-Business Second Edition,Chapter 3Marketing PlanHelps establish,direct,and coordinate marketing efforts for an e-businessTarget market descriptionDemographic,geographic,psychographic,and consumer characteristics of the marketSize of the marketCompetitive analysisMarketing objectives,tactics,and strategiesMarketing budget,action plan,and timeframe33Creating a Winning E-Business Second Edition,Chapter 3Marketing PlanMarketing Objectives should be clearly stated,measurable,and lead to sales.Marketing Strategies describe the features of the products,and services offered,and pricing strategies.Marketing Budget is an estimate of the costs for all the activities described in the marketing strategies portion of the plan34Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)35Creating a Winning E-Business Second Edition,Chapter 3http:/ a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Operational planDescribes a businesss physical location and equipmentNotes the manufacturing or service actions needed to get products/services to marketSummarizes Web site operationsAn e-business plan must incorporate these elements as necessary,but should also focus on Web site operations.37Creating a Winning E-Business Second Edition,Chapter 3For example,an e-business plan should includea technology sectiontechnology standards,hardware SoftwareISP or Web hosting issuesother technology factors 38Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)39Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Financial planExplains how your e-business idea,goals,and strategies translate into profitsProvides standard financial statements for income,expense,and cash flow dataPro forma balance sheetProjected income statementPlanned cash flow statementMay include“deal plan,”break-even analysis,ratio analysis40Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)41Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)42Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)43Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)44Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)45Creating a Winning E-Business Second Edition,Chapter 3Management PlanA strong management team is critical as many investors base their decision on this factor.The plan should list and describe the experience base and background of the key individuals who will be involved in the day-to-day operation of the firmThe plan should detail those areas that will be outsourced.46Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)Management planOrganizational structure of businessInformation onKey members of management teamOutside advisorsMentorsConsultants47Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)48Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)49Creating a Winning E-Business Second Edition,Chapter 3Issues analysis and Critical RisksIdentifies threats or opportunities faced from outside influences.These include economic outlook,innovations,environmental and governmental factors.50Creating a Winning E-Business Second Edition,Chapter 3Identification of critical risksAn issues analysis or risk assessment(or sometimes SWOT analysis)-contingency plans Economic changesImpending product innovations and/or technological advancementsEnvironmental changes and government regulationsBarriers to market entryLegal factors and staffing concernsLevel of managerial expertise among the businesss principals51Creating a Winning E-Business Second Edition,Chapter 3Exit StrategiesHow will investors get their money back?Describe long term plans.Public Offering(IPO)Acquisition/mergerSale to others.Discussion of these issues adds credibility.52Creating a Winning E-Business Second Edition,Chapter 3Legal Forms of Organization There are three basic forms of legal organization for a firmSole ProprietorshipPartnershipCorporationComplex legal and tax issues are involved;form chosen is highly contingent on individual circumstances.Seek counsel from attorney and accountant.53Creating a Winning E-Business Second Edition,Chapter 3Legal Forms of OrganizationSole proprietorshipBusiness started by an individualOwner and business are one in the same for tax and legal liability issues54Creating a Winning E-Business Second Edition,Chapter 3Legal Forms of Organization(continued)PartnershipLegal business entity with two or more co-ownersFollows a partnership agreementGeneral partnership:Tax and legal liabilities flow through to individual partnersLimited partnershipGeneral partner manages and assumes unlimited liabilityLimited partners have liability for amount of their capital contribution and their accepted debt55Creating a Winning E-Business Second Edition,Chapter 3Legal Forms of Organization(continued)CorporationSeparate legal and taxable entity from its owners“C”corporation owners are it shareholdersLiability is limited to investment in businessProfits are taxed twice:once for the corporation and again when distributed to owners as stock dividends56Creating a Winning E-Business Second Edition,Chapter 3Legal Forms of Organization(continued)Corporation(continued)“S”corporation gives owners partnership status and corporate liability protectionLimited liability company(LLC)Tax status of sole proprietorship or partnershipLiability status of a corporation57Creating a Winning E-Business Second Edition,Chapter 3Business Plan Organization(continued)AppendicesResumesPictures of productsExplanation of servicesLegal documentsOther supporting documentation58Creating a Winning E-Business Second Edition,Chapter 3Web site schematicsWeb page descriptionsPictures of products or a product catalogResumes for key management team membersComplete marketing planCopies of relevant legal documents(contracts,letters of intent,incorporation agreements or partnership agreements,patents,and so forth)59Creating a Winning E-Business Second Edition,Chapter 3E-Business PartnershipsStrong positive relationships with strategic partners are criticalPartnerships that help build market awarenessPublic relations firmsMarketing consultantsPartnerships that assist in operationsSuppliersDistributorsWeb hosting companies60Creating a Winning E-Business Second Edition,Chapter 3E-Business PartnershipsMany e-businesses establish partnerships with firms in their value chain.Potential partnerships should be detailed in the business plan.61Creating a Winning E-Business Second Edition,Chapter 3From Bridesmaid to E-Business We should keep in mind Jenny Lefcourt and Jessica DiLullo and their efforts to create an effective business plan.whether or not Lefcourt and DiLullo made a good decision to pull their business plan out of the competition.Would students make the same choice?Why or why not?How important was the formal planning process in converting Lefcourt and DiLullos e-business idea into a real-world e-business?How important were strategic business partnerships in the early success of D?62Creating a Winning E-Business Second Edition,Chapter 35 Signs Your Business Plan Will Come Up Short with Investors http:/ Selling What?Too many business plan writers make the incorrect assumption that the reader is as familiar with their business as they are.Unfortunately,this assumption leads to a quick and final no from lenders and investors.I Sell To Everyone!Do you?More than likely,you sell to a very specific group with the need and desire to purchase your product or service.Understanding your target market can be the difference between success and failure.Your Competitors Know You ExistA business plan lacking a comprehensive competitive analysis is destined for the trash can of most investors.Even Batman Had RobinNo one ever said running a company was easy,and with the lack of hours in a day,a well rounded TEAM of people is often critical to the success of a company.An Exit Strategy-Without An Exit,Or A StrategyThe lack of a solid and realistic exit strategy demonstrating how investors will accomplish this goal can immediately turn off many sources of capital.63Creating a Winning E-Business Second Edition,Chapter 3好的商业计划书需回答好的商业计划书需回答“3W”创业者见创业者见VC，须准备一份，须准备一份BP，好，好BP要回答三个要回答三个W：一、一、WHAT？公司商业模式、产品？公司商业模式、产品/服务？如何销服务？如何销售、盈利模式？售、盈利模式？二、二、WHO？创始人啥背景、团队情况？创始人啥背景、团队情况/行业经历行业经历？三、三、WHY？为何你做比其他竞争对手要好？最后，？为何你做比其他竞争对手要好？最后，想融资多少？路演前十分钟结果基本定调。想融资多少？路演前十分钟结果基本定调。64Creating a Winning E-Business Second Edition,Chapter 3Chapter SummaryA business plan is used toCheck feasibility of businessSeek fundingGuide operationsA business plan includesCover sheet and title pageTable of contents and executive summaryMarketplace analysesOperational,financial,and marketing plans65Creating a Winning E-Business Second Edition,Chapter 3Chapter Summary(continued)Business plan appendices can includeResumesPictures of products and information on servicesLegal documentsOther supporting details for the overall plan66Creating a Winning E-Business Second Edition,Chapter 3Chapter Summary(continued)Business description should include legal form of businessBusiness plan should note key strategic partnerships67Creating a Winning E-Business Second Edition,Chapter 3