麦肯锡公司：手把手教你写商业计划书(英文，推荐)

马龙白兰度

麦肯锡公司：手把手教你写商业计划书(英文，推荐)，PDF文档




目录

Table of Contents
Preface......................................................................................................................4
1_THE ROUTE FROM CONCEPT TO COMPANY...................................................4
1.1 Success factors.................................................................................................................................................4
1.2 Stages of development....................................................................................................................................5
2_THE BUSINESS IDEA...........................................................................................8
2.1 Development of a business idea.....................................................................................................................8
2.2 Elements of a promising business idea..........................................................................................................9
2.3 Protecting your business idea......................................................................................................................13
2.4 Presenting to investors.................................................................................................................................14
3_THE BUSINESS PLAN........................................................................................16
3.1 Advantages of a business plan.....................................................................................................................16
3.2 Characteristics of a successful business plan..............................................................................................16
3.3 The investor's point of view.........................................................................................................................18
3.4 Tips on preparing a professional business plan.........................................................................................21
4_STRUCTURE AND KEY ELEMENTS OF A BUSINESS PLAN..........................23
4.1 Executive summary.......................................................................................................................................23
4.2 Product or service.........................................................................................................................................24
4.3 Management team........................................................................................................................................26
4.4 Market and competition...............................................................................................................................28
4.5 Marketing and sales......................................................................................................................................32
4.6 Business system and organization...............................................................................................................37
4.7 Implementation schedule..............................................................................................................................41
4.8 Opportunities and risks................................................................................................................................42
4.9 Financial planning and financing................................................................................................................42
5_CASE STUDY:"CITYSCAPE"............................................................................48
5.1"CityScape":Idea and business concept...................................................................................................48
5.2"CityScape":Business plan.........................................................................................................................49
5.2.1.-EXECUTIVE SUMMARY.................................................................................................................50
5.2.2.-SERVICE IDEA.................................................................................................................................52
5.2.3.-MANAGEMENT TEAM...................................................................................................................53
5.2.4.-MARKET AND COMPETITION......................................................................................................54
5.2.5.-COMPETITOR ANALYSIS..............................................................................................................55
5.2.6.–CITY SCOPE'S COMPETITIVE ADVANTAGES..........................................................................56
5.2.6.-MARKETING AND SALES..............................................................................................................57
5.2.7.-BUSINESS SYSTEM AND ORGANIZATION................................................................................58
5.2.8.-IMPLEMENTATION SCHEDULE...................................................................................................60
5.2.9.-OPPORTUNITIES AND RISKS........................................................................................................61
5.2.10.-FINANCIAL PLANNING AND FINANCING...............................................................................62
5.3.-Critique of elements of"CityScape"business plan.................................................................................68