MIT商业计划书范例

TheBasicsofBusinessPlans

ForScientistsandEngineersJoeHadzima(MITS.B.,S.M.inManagement;HarvardLaw,J.D.)SeniorLecturer,MITSloanSchoolofManagementManagingDirector,MainStreetPartnersLLCBUSINESSPLANBASICSWhyWriteABusinessPlan?WhatShouldBeInABusinessPlan?TheBusinessPlanAsAFinancingDocumentWhatWeWillDiscussToday:BecauseIhaveto...NeededforfinancingStrategicpartneringToexplainbusinesstocustomers/suppliersToattractkeypeopleWhyWriteaBusinessPlan?BecauseINeedtoUnderstandMyBusinessTheBusinessPlanisaresultofaPLANNINGPROCESSWhoareyourcustomers?Whywilltheybuyyourserviceorproduct?Whatwilltheypay?Howwillyoumakeanddelivertheservice/productWhatresources(people,money,technology)willyouneed?Canyoumakemoney/createvalue?WhyWriteaBusinessPlan?

TheBusinessPlan-ASUPPORTEDVISIONTechnologyIntellectualPropertyMarketAnalysisCompetitiveAnalysisSalesandDistributionTeamFinancialProjectionsDetailedSupport/FoundationMissionStatement1paragraphElevatorSpeech30secondsExecutiveSummary2-5pagesPowerPointPresentation10-15minutesFullBusinessPlan20-30pagesWhatShouldBeInABusinessPlan?Size/PackagingOfThePlanAvoidthe3"thickbinderSeparatebindingofExecutiveSummary?Howtobind?staplespiralVelabindAccubinderAppearanceshouldbeprofessionalbutnotoverlyslickWhatShouldBeInABusinessPlan?

ThePlanisaSELLINGDOCUMENTDon'tlosesightofthevisionTheexcitementmustcomethroughThePlanshouldprojectyourimageBUT:ThePlanMustBeDefensibleElementsofaPlanExecutiveSummaryTheOpportunityandtheCompanyanditsServices/ProductsMarketResearch/AnalysisEconomicsoftheBusinessMarketingPlanDesignandDevelopmentPlanManufacturingandOperationsPlanManagementTeamScheduleCriticalRisks,ProblemsandAssumptionsTheFinancialPlanAppendicesNoticeThat“Technology〞IsNOTASectionWhatShouldBeInABusinessPlan?

CoverPageNameofCompanyAddressTelephone/fax/emailConfidentialitylegendSecuritieslawlegendControlnumberingofcopiesWhatShouldBeInABusinessPlan?

SESSION1:BUSINESSPLANBASICSCONFIDENTIALThisBusinessPlanhasbeenpreparedbyVirtualInk,aDelawareCorporation.Itisbeingdelivered,subjecttopriorexecutionofaConfidentialDisclosureAgreement,toalimitednumberofpartieswhomaybeinterestedininvestinginVirtualInkCorporation.ThesolepurposeofthisBusinessPlanistoassisttherecipientindecidingwhethertoproceedwithafurtherinvestigationofVirtualInk,Corporation.WhileVirtualInkCorporationbelievesthatthefinancialandotherinformationcontainedhereinisaccurate,VirtualInkCorporationexpresslydisclaimsanyandallliabilityforexpressorimpliedrepresentationsorwarrantiescontainedin,orforomissionfrom,thisBusinessPlan,oranyotherwrittenororalrepresentationsandwarrantieswhichmaybemadetotheinvestorinaStockPurchaseAgreementwhen,asandifoneisexecuted,andsubjecttosuchlimitationsandrestrictionsasmaybespecifiedinsuchStockPurchaseAgreement,shallhaveanylegaleffect.ThisBusinessPlanshallnotbephotocopied,reproducedordistributedtoothersatanytimewithoutpriorconsentofVirtualInkCorporation.Ithasbeenpreparedforinformationalpurposedrelatedtothisinvestmentopportunityonlyandupontheexpressunderstandingthatitwillbeusedonlyforthepurposessetforthabove.Uponrequest,thisrecipientwillpromptlyreturnallmaterialreceivedfromVirtualInkCorporation(includingthisBusinessPlan)withoutretaininganycopiesthereof.InfurnishingthisBusinessPlan,VirtualInkCorporationundertakesnoobligationtoprovidetherecipientwithaccesstoanyadditionalinformation.cThisconfidentialBusinessPlanisthepropertyofVirtualInkCorporationandcontainsproprietaryinformationbelongingtoVirtualInk.Itissubmittedforthesoleandconfidentialuseofthepersonnamedbelow.Noparthereofmaybereproduced,distributedorusedforanyotherpurpose.ThiscopymustbereturnedtoVirtualInkuponrequest.ThisconfidentialBusinessPlandoesnotconstituteanofferofsecuritiesforanypurpose.CopyNo.___________For:___________________TableofContentsPutoneinIncludepagenumbersWhatShouldBeInABusinessPlan?

SESSION1:BUSINESSPLANBASICSExecutiveSummaryWhyThis,WhyNowandWhyYouAnExecutiveSummaryisNOTanabstractoftheplanNOTanintroductionNOTaprefaceNOTarandomcollectionofhighlightsAnExecutiveSummaryIStheBusinessPlaninminiatureWhatShouldBeInABusinessPlan?

WhatShouldBeInABusinessPlan?

-ExecutiveSummary(continued)SizeTwopages(preferable)tofivepages(max)TheExecutiveSummarymustbeLogicalClearInteresting/ExcitingTheExecutiveSummaryislikeaRESUMEIfitgetsthereader’sattention,therestgetsreadTheElevatorSpeechistotheExecSummaryastheExecSummaryistotheFullPlanTheExecutiveSummarytellsWhoyouareWhatyourstrategy/visionisWhatyouaredoingand/orproposetodoWhatisthemarketHowmany$$$$doyouneedandwhatwillyoudowiththemWhatyourSUSTAINABLECOMPETITIVEADVANTAGEisWhenthereaderisfinishedsheshouldbeabletoexplainwhatyouaredoingtosomeonewhohasNOTreadtheplan.WhatShouldBeInABusinessPlan?

-ExecutiveSummary(continued)TheExecutiveSummaryShouldContain:DescriptionoftheBusinessConceptandtheBusinessTheOpportunityandStrategyTheTargetMarketandProjectionsTheCompetitiveAdvantagesTheEconomics,ProfitabilityandHarvestPotentialTheTeamWhatShouldBeInABusinessPlan?

-ExecutiveSummary(continued)Answers“WhyThis”Answers“WhyNow”TheVirtualInkExecutiveSummaryTheBodyofthePlan-TheOpportunityWhatistheMarket/Opportunity?Howbigisitnow?Whatarethetrends-howfastisitorwillitgrow?WhyIsThisTimeTheRightTimeForYourProduct/Service?ConvergenceofOpportunityandSolutionWhatShouldBeInABusinessPlan?

MarketAnalysisExistingandplannedproductsinmarketplaceMarketsegmentsMarketplayers/competitionCompetitiveAdvantagesEstimatedMarketSharesCurrentPlayersYouWhatShouldBeInABusinessPlan?TheBodyofthePlan-

EconomicsofBusinessWhatAreYour:ExpectedGrossandOperatingMarginsProfitpotentialanderosionFixed,variableandsemivariablecostsMonthstobreakevenMonthstoCashFlowPositiveWhatShouldBeInABusinessPlan?TheBodyofthePlan-

MarketingPlanWhatisyourMarketingStrategy?PricingandDistributionPricingandmarginerosionDistributionmustmatchstrategy/pricingSalesTacticsWhowillbethefirstcustomer,secondcustomeretc.?Howwillyoureachthecustomer?AdvertisingandPromotionWhatShouldBeInABusinessPlan?TheBodyofthePlan-

DevelopmentPlanWhereisdevelopmenttoday-productstatusWhatdevelopmentisneeded?TimeandresourcesneededfordevelopmentDoyouhavetoproduceacompleteproducttogetgoing?Avoid“NuclearFusion〞DifficultyandRisksProductPipelinePlansWhatShouldBeInABusinessPlan?TheBodyofthePlan-

IntellectualPropertyDoyouhavepatents?Howbroadisyourintellectualpropertyprotection?Howdoyoucomparetoyourcompetitors?Othertechnologies?ProprietaryRightsDoprioremployershaverights?WhatShouldBeInABusinessPlan?TheBodyofthePlan-

ManufacturingandOperationsPlanOperatingCycleGeographicalLocationFacilitiesneededStrategyandPlansoutsourcingvs.in-houseRegulatoryandLegalissuesFDAEnvironmentalWhatShouldBeInABusinessPlan?TheBodyofthePlan-

TheTeamTheInternalTeamBackgroundofprincipalsHowlonghasthecompanybeeninoperation?TheExternalTeamBoardofDirectorsAdvisoryBoardProfessionalAdvisorsDon’t“namedrop〞iftheexternalpersonhasnotagreedtobementionedWhatShouldBeInABusinessPlan?TheBodyofthePlan-

ActionPlanWhatWillYouDoandWhen?Identificationof“CredibilityTesters〞SequencingtobuildVALUEEliminateorReduceDependenciesCoordinationofSchedule,ValueRecognitionEventsandFinancingRequirementsWhatShouldBeInABusinessPlan?TheBodyofthePlan-

RiskFactorsandCriticalAssumptionsBesuretoaddressNegativesaswellasPositivesTherearealwaysnegatives/problemsSetthestageforthereaderShowthatyouhaveaplanforgettingaroundorminimizingthenegativesReduceDependenciesIfPossibleWhatShouldBeInABusinessPlan?TheBodyofthePlan-

TheFinancialPlanActualIncomeStatementsandBalanceSheetsProFormaIncomeStatementsBalanceSheetsCashFlowStatementsBreakevenChartAssumptionsshouldbestatedGettheserightordefensibleWhatShouldBeInABusinessPlan?TheBodyofthePlan-

TheFinancialPlan(continued)

SpreadsheetitisDonumbersbalance?DothenumberstietothePLANCASHISKING–CIMITYMUsetraditionalfinancialstatementpresentation–NowisNOTthetimetoinventnewmethodsofpresentationGethelpifyouaren'texpertTietoroundsoffinancing/expansionWhatShouldBeInABusinessPlan?TheBodyofthePlan-

AppendicesSeparatelyBoundVolumeResumesofPrincipalsProductLiteratureTradePress/BusinessPressPatents(frontpage)TestimonialsLettersTechnicalInformationConfidentialityTechnicalpersontotechnicalpersondiscussionWhatShouldBeInABusinessPlan?

FineTuning/TargetingthePlanHaveanIndependentReaderReviewthePlanOneormoreindependentreadersforfeedback:Retiredindustrypro?Customer(?)Consultant?Professor?Accountant-yesdefinitelyLawyer-yesdefinitelyTheBusinessPlanAsAFinancingDocument

(ExcerptsFromMaterialsPreparedByLitaNelsen,DirectorofMITTechnologyLicensingOffice)A.FirstReading:LikeaResumeMakeTheCut,SoThatYouGetAnOpportunityToTellYourStoryB.SecondReading:JustifyTheInvestmentC.ThirdReading:CommitToAPlan

ThatYouAndTheInvestorsCanLiveWith.REMEMBER:Ifyoudon’tmaketheFIRSTCUT,BandCneverhappen.MAKINGTHEFIRSTCUTAnIdeaTooGoodToIgnoreAFinancialPromiseTooGoodToTurnDownATeamGoodEnoughToBelieveInAnActionPlanThat’sCredibleFocusedDetailsThatGiveAssuranceofInsight,CommitmentandFollowThroughFormatandStyleThatShowPassionSanityTheBusinessPlanAsAFinancingDocumentWHYPLANSFAILTHEFIRSTCUTInsufficientMarketNon-CredibleTechnologyTooWildTooBlue-Sky(Unproven)NotProtectibleTooMundaneInvestmentTooLargeForThePromiseFailuretoUnderstandTheMarketTheBusinessPlanAsAFinancingDocument.WHYPLANSFAILTHEFIRSTCUT(cont.)ActionPlanNotCredibleTooOptimisticNaïveAboutTheHurdlesRunsOffInAllDirectionsNotAmbitiousEnoughRegulatoryBarriersInsuf