Business Plan

1
Business Plan
?????????? ??? ???????? (?????????????? ???)
2
SME Centric Model
Impacted Information
SME
Process
Product Services
Infrastructure
Internal SME Mgmt
Innovation
Market
Integration
3
SME Development Paradigm
Market Info.
Financial
Financial
C L U S T E R
C L U S T E R
Organization Development
Market Info.
Marketing
Technology
4
SME Facilitation
5
Creative Industries (UK framework)
Competitive Industries

• 5 Niches and Creative Industries

• Advertising
• Architecture
• Art and Antiques Markets
• Crafts
• Design
• Designer Fashion
• Film Video
• Software

• Music
• Performing Arts
• Publishing
• Television and Radio

6
????????????????

• ??????????????????????????????????????????????????
  ????????????????????????????????????????????
• ?????? ??????????????????????????????????
  ??????????????????
• ??????? ?????????????????? ??????????????
  ?????????? ??????? ???????????????????
  ??????????????????????????????????????

7
?????????????????????

• ???????????????????????? ?????????????????????????
  ??????????
• ?????????????????????????????????????????
  ????????????? ?????? ?????????????????????
• ????????????????????????? ???? ???????????????
  ????????????????? ??????? ???????

8
??????????????

• ???????????????? ????????????????????????????
• 1. ???????????????? ??????????????????????????
  ??
• 2. ?????????? ???????????
• 3. ?????????????????????????????????????????????
  ???
• ?????????????????
• 4. ????????????????????????????????????? ??????
• ?????????????????
• 5. ???????????????????????????????

9
??????????????

• 6. ?????????????????????????????????
• 7. ??????????? - ????????????????????????
• - ???????????????????????????????
• 8. ???????????????????????????????????????????
  ??????
• ??????????
• 9. ????????????????????
• 10. ?????????????????????????????????????? (Over
  Capacity)
• 11. ???????????????????????????????????????

10
??????????????

• 12. ??????????????????????????????????????????????
  ?
• ???????
• 13. ???????????????????????????????????
  ???????????????????????? ?????????????????????????
  ???????????
• 14. ??????????? ? ??????????? ?????? ????????????
  ??????? ????????????????????????????????
• 15. ?????????????? ????????????????????

11
?????????? 3 ?????????????????????????????????????
?
1. ???????????????????????????????????????????
(Strategic Direction) 2. ?????????????????????????
??????????????????????????????????????????????????
??????????????? 3. ???????????????????????????????
?? (Feasibility Study)
12
??????????????????????????
1. ???????????????? (Who are we?) 2.
???????????????? (Where do we will go?) 3.
???????????????????? (How do we will go there?)
13
??????????????????????????

• ? ????????????????
• ?????? ??????
• SWOT
• ??????????

• ? ????????????????
• ????????

• ? ???????????????????????
• ???????

14
??????????????????????????
1. ???????????????? (Who are we?) -
????????????????????? (Situation Analysis) -
?????????????????????? (Competitive Analysis)
15
????????????????

• ?????????????????????
• ?????????????????? / ?????? / ???????
• ????????????????/??????? ???????????????
• ?????????????????????
• S Strengths (???????)
• W Weeknesses (???????)
• O Opportunities (?????)
• T Threats (???????)
• ??????????

16
??????????????????????????
2. ???????????????? (Where do we will go?) -
?????????? (Vision) - ?????? (Mission) -
???????? (Target)
17
??????????????????????????
3. ????????????????????(How do we will go
there?) - ?????????????????? (Company
Strategy) - ?????????????????? (Business
Strategy) - ??????????????????? (Functional
Strategy)
18
????????????????????????????????????????

• 1. ????????????????????? (Executive Summary)
• 2. ?????????? (Vision)/??????? (Mission)/????????(
  Objective)
• 3. SWOT Competitive Analysis
• - ?????????????????????(Situation Analysis)
• - ??????????????????????(Competitive Analysis)
• 4. ????????????? (Business Strategy)

19
????????????????????????????????????????

• 5. ??????????????????? (Functional Strategy)
• 5.1 ???????(Marketing)
• 5.2 ??????????????????????(Production
  Operations)
• 5.3. ????????? (Management)
• 5.4. ?????????????????? (Accounting Finance)

20
1. ????????????????????? (Executive Summary)

• ????????????????? ????????????????????????
  ?????????????????? (???????????????????)
• ??????? ????????????????????
• ?????????? ??????????? ??????????????
  ??????????????? ??????????????????
  ?????????????????? ?????????? ????????????????????
  ??????? ????????????? ?????????????????

21
2. ?????????? /???????/ ????????

• ???????????????????????? ???? paragraph
  ??????????????????????????????????????????????????
  ???
• ?????????????????????????????????????????????
  SMART
• S Specific (???????????)
• M Measurable (????????????)
• A Achievable (??????????????)
• R Realistic (?????? ?????????????????????????)
• T Time-Bound (??????????????)

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??????? (Mission)

• ?????????????????????????????????
  ??????????????????????????????????
• ????????????? 5 ???????
• 1. ????????????????????????????
• 2. ???????????????????
• 3. ???????????????????????????
• 4. ????????????????????
• 5. ????????????????????????

23
????????????????????????????????

• ?????????????????????????????????????????????????
  ?????????????
• ???????????????????????????????
• 1. ???????????????
• 2. ??????????????????????????????
• 3. ??????????????????????

24
?????????.!
??????? (Mission) ??????????????????? (Goal)
??????????????????????????????????????????????
??????????????? (Goal) ?????????????? (Target)
?????????????? ??????????????????????????
????????????????????? ??????????
25
???????? ?????????????????????????????
?????????????? ??????????????? ?????????????? ????????????????
?????????????????? - ?????????????????????????? 100 ??? ????? 1 ???????? ?????? - ?????????????????????????? ???? 30 - ?????????????????????????? ?????????????? - ??????????????????????????? ????
26
???????? ?????????????????????????????
?????????????? ??????????????? ?????????????? ????????????????
?????????????????? - ????????????????????????? ???????? 3 - ??????????????????????? ???? 15 ????????? - ???????????????????????? - ?????????????????????? ????????
27
???????? ?????????????????????????????
?????????????? ??????????????? ?????????????? ????????????????
???????????????????? - ?????????????????? ?????????????????????? ?????? - ?????????????????? ???? ???
28
???????? ?????????????????????????????
?????????????? ??????????????? ?????????????? ????????????????
?????????????????? - ????????????????????? 10 ????????? - ??????????????????????????? ????????????????????????????? ?????? - ?????????????????????????? ?????????? - ??????????????????????????????
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3. SWOT Competitive Analysis

• ?????????????????????
• -????????????????????????
• ?????? ?????(Opportunities) ???????(Threats)
• -???????????????????????
• ?????? ???????(Strengths) ???????(Weakness)
• ??????????????????????(Competitive Analysis)

30
?????????????????????(Situation Analysis)
???????????? SWOT Analysis ???????? 2 ?????????
???

• 1. ????????????????????????
• ????????????????????? ??????????????????????????
  ???????????????? ?????????????????????????????
  ???????????????????????????? ?????
  (Opportunities) ??? ??????? (Threats) ??????????

31
????????????????????????

• ??????????????????????????????????????????? 7
  ?????? ????? ??????
• M Market ??????? ????????????
  ???????????? ???????????
• C Culture ??????? ??????????????????
• S Social ??????? ????????????

32
????????????????????????

• T Technology ??????? ???????????? ???????
  ?????????
• E Economic ??????? ????????? ???????????
  ?????????????????
• P Political Legal Issues ??????? ?????????
  ??? ???????????????????????
  ???????
• S Suppliers ??????? ???????????? /
  ???????????? ?????????????????????

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The Five-Forces Model of Competition Michael
E. Porter
????????????????????????? (New Entrants)
?????????????????????????????????? (Bargaining
Power of Suppliers)
??????????????????????? (Bargaining Power of
Customers)
??????????????? ?????????? (Industry
Rivalry)
????????? (Substitutions)
34
???????? ?????????????????????????????????
????????????????????????? ?????????????? ????? ???????
????????????/????????????? ?????????? ???????????????????? -?????????? -??????????????? ???
35
?????????????????????(Situation Analysis)

• 2. ???????????????????????

?????????????????? ?????????????????????????????
?????????????????????????????????????? ???????
(Strengths) ??? ??????? (Weaknesses) ??????????
36
???????????????????????

• ?????????????? 3 ???????????
• 1. ?????????????????????????????????????
  ??????????? ?????????? ??????????
• 2. ???????????????????????????????? ????
  ??????? ???????????
• 3. ??????????????????????????????? ?????????
  ?????????????????????????(???? ?? ???)
  ????????????????? ??? ?????????

37
???????? ????????????????????????????????
??????????????????? ?????????????? ??????? ???????
??????????? -????????????????????? -????????????????????????? -????????????????? -???????????????????? -???????????? -???????????????????? -?????????????????
38
???????? ????????????????????????????????
??????????????????? ?????????????? ??????? ???????
??????????? -???????????? -????????????????????? -??????????????????????? -?????????????????? -????????????? -???????????????????
39
???????? ????????????????????????????????
??????????????????? ?????????????? ??????? ???????
????????????? -??????????????? -???????????????????? -????????????????????? -??????????????????
40
???????? ????????????????????????????????
??????????????????? ?????????????? ??????? ???????
??????????? -????????????????????? -???????????????? -?????????????? -????????? -???????????????????? -?????????????
41
4. ????????????? (Business Strategy)

• Superior Efficiency/Quality/Innovation
• Cost Leadership Strategy
• Differentiate Strategy
• Focus Strategy
• Fast Response Strategy

42
5. ??????????????????? (Functional Strategy)

• ????????????????? (Marketing Strategy)
• ???????????????????????????????? (Production
  Operation Strategy)
• ????????????????(Management Strategy)
• ??????????????????????????(Accounting Finance
  Strategy)

43
FUNCTIONAL STRATEGY SUMMARY
Sales
MARKET
Cost
PRODUCTION
Expenses
MANAGEMENT
Profit
QUANTITATIVE
QUALITITIVE
APPROACH
APPROACH
44
5.1 ?????????????? (Market Strategy)

• ??????????????????????????????????????????????????
  ??????????????
• ??????????????????????????????????????????????????
  ?
• ????????????????? (Product)
• ????????? ?????? (Price)
• ???????????????????? (Place)
• ???????? ????????????? (Promotion)
• ???????????????????? ????????????????

45
HOW TO REACH THE MARKET
MARKET
MAN
MONEY
M
AUTHORITY
A
NEED
N
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HOW TO REACH THE MARKET
RESEARCH
MAN
CONSUMERS
STP
CUSTOMERS
CONSUMERS
4P
CRM
LOYALTY
CUSTOMERS
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??????????????????????????

• 1. ???????????? ??????????????????????????????????
  ??????????????????????????????
• 2. ???????? STP (Segment, Target and Positioning)
• 3. ????????????????????????? ???? 4 Ps (Product,
  Price, Place s and Promotion)
• 4. ??????????????????????
• 5. ???????????????????

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????????????????????????????????? (Market Value
in New Economy)
From
To

• Intangible

• Tangible

• Solution Provider

• Low Cost

• Screen to Screen

• Face to Face

• Mass Advertising

• Target Advertising

• Real Time Communication

• Clock Time Communication

• Corporate Ambassador

• Salesmanship

• Market share

• Mind Share

• Maximum of Sale Volume

• Maximum of Access

• Transaction

• Relation

• Output

• Outcome

49
??????????????????????????????????????
50
????????????????? Target Market
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5.2 ?????????????????????????????
(Production and Operation Strategy)

• ??????????
• ???????????????????????????????
• ?????????????
• ??????????????????????????????????????????????????
  ???????????????????

52
5.2 ?????????????????????????????
(Production and Operation Strategy)

• Product/Service Design
• Product/Service Quality
• Process
• Layout

• Location
• Inventory
• Supply Chain Management
• Maintenance
• Schedule

53
5.3 ???????????????? (Management Strategy)

• ???????????????????????
• ??????? ?????????? ???????
• ??????????????????????????????????????????????????
  ??????????????????
• ???????????????
• ???????????????

54
5.3 ???????????????? (Management Strategy)

• ??????????????????
• ?????????????
• ????????????????? ????????????????????????????
• ????????????????????????
• ???????????????
• ?????????

55
5.3 ???????????????? (Management Strategy)
????????????????????

• ?????????
• ??????????????????????? ?????????
• ??????????????????????????????
• ??????????????????????????
• ??????????????????????
• ??????????
• ????????????????????????? ?????????????????????
• ???????????????????????????????????
• ?????????????????????????????????????????????

56
5.3 ???????????????? (Management Strategy)
SMEs ???????????????????
?????????????? ???????????????????? ??????????????? ???????????????????????? ????????????????????????????????????? ????????? ????????????????? ??? ????????? ?????????????????????? ??????????????????
57
5.3 ???????????????? (Management Strategy)
SMEs ???????????????????
????????????????? ?????????????????????? ????????????????? ?????????? ?????? ??????????? / Technology ????????? ???????????????????? ??????????????? ???????????????????????
58
5.4 ????????????????????????? (Accounting
Finance Strategy)

• ?????????????????????????
• ?????????????????????????? ????? ?????????????
• ????????????????????????? ???????????????????
• ???????????????????
• ?????????????
• ??????????????
• ?????????????????????????????????

59
5.4 ????????????????????????? (Accounting
Finance Strategy)

• ?????????
• ????????????
• ?????
• ?????????????
• ???????????
• ???????????????????

60
????????????
1. ?????? xx ????????? (Assets) 2. ????????? xx 3.
??????????? xx 4. ???????????????????????? xx 5.
??????????????????????? (EBIT) xx 6. ???????? xx ?
?????? (Liability) 7. ????????????
(EBT) xx 8. ???? xx 9. ????????????????
(?????????) (EAT) xx ????????????????????
?? (Earning) 10.???????? xx ??????????????????????
(Earning) 11.????????? xx
EBIT-stands for Earnings before interest and
taxes EAT-stands for Earning after taxes
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????????????? (Cash Flow)
66
????????????? (Cash Flow)
67
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???????????????????????? (Core Competencies and
Challenges)

• ???????????????????????????????????????????
• ????????????????????????????????????????????????
• ????????????????????????????????????????????
• ?????????????????????????????
• ?????????????????????????????????????????
• ???????????????????????????????????????