1、HOW TO WRITEA BUSINESSPLAN2Table of ContentsPreface .41. THE ROUTE FROM CONCEPT TO COMPANY . 41.1 Success factors.41.2 Stages of development .52. THE BUSINESS IDEA . 82.1 Development of a business idea .82.2 Elements of a promising business idea .92.3 Protecting your business idea .132.4 Presenting
2、to investors .143. THE BUSINESS PLAN . 163.1 Advantages of a business plan .163.2 Characteristics of a successful business plan.163.3 The investors point of view .183.4 Tips on preparing a professional business plan .214. STRUCTURE AND KEY ELEMENTS OF A BUSINESS PLAN . 234.1 Executive summary.234.2
3、Product or service.244.3 Management team .264.4 Market and competition.284.5 Marketing and sales.324.6 Business system and organization .374.7 Implementation schedule.414.8 Opportunities and risks.424.9 Financial planning and financing.425. CASE STUDY: “CITYSCAPE“ . 485.1 “CityScape“: Idea and busin
4、ess concept .485.2 “CityScape“: Business plan .495.2.1.- EXECUTIVE SUMMARY .505.2.2. - SERVICE IDEA .525.2.3. - MANAGEMENT TEAM .535.2.4. - MARKET AND COMPETITION.545.2.5. - COMPETITOR ANALYSIS .555.2.6. CITY SCOPES COMPETITIVE ADVANTAGES .565.2.6. - MARKETING AND SALES.575.2.7. - BUSINESS SYSTEM AN
5、D ORGANIZATION .585.2.8. - IMPLEMENTATION SCHEDULE.605.2.9. - OPPORTUNITIES AND RISKS.615.2.10. - FINANCIAL PLANNING AND FINANCING .625.3.- Critique of elements of “CityScape“ business plan.683PrefaceThis Guide to writing a business plan is designed to help you in developing yourbusiness idea, “from
6、 concept to company“. It details the contents, scope, andstructure of a business plan and the expectations venture capitalists have whenreading one, and provides valuable pointers on starting up a company.The Guide is not intended as a business studies resource nor is it a theoreticaltreatise on the
7、 nature of business plans per se. Rather, it offers practical tips to helpyou get started setting up your company. Naturally, there is no guarantee that allaspects of this Guide will be relevant to your particular company or that all topicsrelevant to your company will be covered. The “Key questions
8、“ about the mainelements of a business plan make no claim to completeness; those questions notrelevant to your specific business plan need not be answered.If you are reading this Guide because you have a business idea you want totransform into a successful company, we offer you a word of encourageme
9、nt: Makethe most of this opportunity!McKinsey you will need only a loose definition ofwho they will be. Describe why your business idea will offer a special value to thisgroup in particular, and why this group is financially the most interesting to you.You will always face competition - both direct,
10、 from companies that offer a similarproduct and indirect, from substitute products that can also fulfill the customersneed. A noodle manufacturer competes not only with other noodle manufacturers,but also with rice and potato producers and bakeries in particular and, moregenerally, with all other foodstuffs as well. Your business idea will need to
