第一个经营计划(1)

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,June Fletcher,1,The First Business Plan,MBA-Entrepreneurial Management,Purpose of Business Planning,Assisting in,raising money,Finding out,the unknown,Practising analysis,and presentation,Building a team,Clarify ideas,Calculating how much,money is needed,Setting&monitoring,objectives&targets,Assessing,feasibility&viability,Appraising quality,of management,Evaluating security,versus risk,MANAGERS,LENDERS/,INVESTORS,OWNERS,On-going review,Major decisions,Business purchase,Start-up,WHEN?,WHO?,WHY?,PrincipalMotivationForDevelopingA Business Plan,(CriticalResearchLtd,February,1996),TheInitialBusinessPlan,Informs outsidersofyour intentions.,Guidesyourearlymonthsoftrading.,Must showinvestors theexpectedrate of returnandthatthereisa goodchance of being paidback.,Must demonstrate yourmanagerialcompetence.,Must assessthestrengths of yourteam.,Must demonstrate agoodmarketfor yourproductorservice.,Focuses uponcriticalsuccessfactors.,Should,“,“grabthe attention”ofthe reader.,TheWrittenPlan,Executivesummary,Descriptionofbusiness,Personnel,Marketing,Operations,Humanresources,Capital resources,Financialstatements,DefiningtheMarket,ConsumerMarket,intermsofage,sex,family size,income,maritalstatus.,importance of socialclass.,importance of local area.,likelyusagerates.,importance of lifestyle.,importance of prestige andimage.,customers,preferredpointofsale.,balance of price versusfeaturesgivingvaluefor money.,Industrial Market,type of industry.,size of potentialcustomers,requiredfrequencyofdelivery.,pricesensitivity.,after-salesservice and/ormaintenance.,special characteristicsofmarketand existing suppliers,ifany.,WhyWillCustomersBuy?,What arethecustomers needs andwants?,TheOfferPackage:-,appearance;,colour,packaging,style,materials.,deliverytime;,maintenance;,performance;,speed,reliability,noise,vibration.,quality;,“valuefor money”,Sources of differentiation,Remember:-customersrarelyact rationally;emotionand perceptionmatter significantly.,What Quantity WillCustomers Buy?,Marketsize:,segmentation,share,volumeand value.,Marketstructure,distributionchannels,howdoes theproduct/servicereachthe customer?,Marketcompetition,(see nextslide),Markettrends,historical developments,predicted futurechanges,responsetouncertainty.,Marketinvestment,time andmoneytoachieve viablesaleslevels.,MarketCompetition,Whoare ourpotentialcompetitors?,Howmuchdothey sell?,Howhavethey performedrecently?,Howare theyorganised?,Howdotheysell?,Whoare their maincustomers?,What is their pricingpolicy?,Docustomerswantsomethingwhichtheydon,tprovide?,MarketResearch,Marketbreak-down,size of marketoverall,size of segment,ourlikelyshare,Marketbuild-up,customerspurchases xnumber of customers,desk research,directories,literature,surveys,Internet,primary research,interviews,questionnaires,testandtrials,Remember:-Be Systematicand Logical,Evaluating Business Plans,Criteriasometimesusedbycommercial banks:,C.A.M.P.A.R.I.,Character,Ability,Management,Purpose,Amount,Repayment,Insurance,P.A.R.S.R.,Person,Amount,Repayment,Security,Reward,Presenting theBusinessPlan,Identifywith audience,Keep it short,Catchattention,Confidentbut notpresumptive,Bepassionate,Maintaineyecontact,Clearvisualaids,All,keypersonnel present,Give demonstration,Anticipate questions,Practice,practice,practice,SmallFirmOwner-managerAttitudesTowardsExternalSourcesofFinance,Sources:AlexLawrie&BCC,WheelofFinance,Institutional,funds,Grants,Public,funds,Private,funds,Personal,contributions,Business,contributions,Bank,lending,Technology,funding,Awards,REG,Localauthorities,&developmentagencies,Innovation,grant,Sponsored,awards,SMART/,SPUR,R&D,collaborative,projects,Seed&,development,capital,Venture,capital,Standard,products,ECloans,Special,schemes,Business,angels,Corporate,venturing,Partnerships,RSA,SFLGS,NatWestBank,UseOfExternalSourcesOfFunding,SmallBusinessResearch Centre,Cambridge 1992,(BarclaysBankPLC,1996),Duration Of Loans,SmallFirmProblemsWithBanks,Credit Rationing-,refusal tofundhighquality project,Oversupplyof Credit-,funding poor qualityproject,Adverse Selection-,rising interestrates mean lowriskborrowersgoelsewhere leavingonlyhighriskborrowers,MoralHazard-,banksability to monitorprogress of a project,Bankcharges-,levelandunpredictability,Collateral-,amounts neededand form takenleadto erosionof futureborrowing potential and limitedliability,Advice-,advisers dontknowthe business,dontknowthe industry and cant give helpful advice,Interest Rates-,too high and uncertain,.,RejectionOf ApplicationsForVenture CapitalFunding,Boocock,et al,1993,Bridge,Bridge,Mezzanine,Second stage,Start-up capital,Firststage,Seedcorn,Stages inFinancinga NewVenture,Volume,Time,Introduction,Growth,Maturity,Decline,Negative Cash-flows,Negative Becoming Positive Cash-flows,Positive Cash-flows,Positive Becoming Negative Cash-flows,Pre-start,Start up,Consolidate,Early,growth,Sustained,growth,Own savings&grant aid,Bank loans,A