【精品】计划书英文三篇计划书英文篇2英语商业计划书(Business Plan)第一讲:概述第二讲:现状分析第三讲:目标确定第四讲:组织结构第五讲:产品分析第六讲:市场分析第七讲:市场策略第八讲:生产分析第九讲:财务分析第十讲:附件第一讲:概述(executive summary)概述是整个商业计划的第一部分,相当于整个商业计划的浓缩,使整个商业计划的精华所在。
一般将概述放在最后书写,页数应控制在2页以内。
概述应包括的基本内容有:企业的宗旨,例如:In 20xx, ABC Corporation was created to...Now, ABC Corporation is at a point where…背景介绍,例如:For many years people have…The condition of the industry today is such that…产品或服务及市场竞争情况,例如:We have just pleted the development of S30 – a novel and proprietary construction toolpared to petitive products, our s30 can…企业目标,例如:Our objective, at this time, is to propel the pany into aprominent market position. We feel that within 5 years ABCCorporation will be in a suitable condition for furtherexpansion, an initial public offering or profitable acquisition.To acplish this goal we…管理团队和管理组织,例如Our management team consists of 5 men and womenWhose backgrounds consist of 10 years of marketing with…市场策略,例如:The fundamental thrust of our marketing strategyconsists of…财务状况和计划,例如:In 5 years we will have… and our investors will beable to…结论,例如:ABC Corporation enjoys an established track-record of excellent support for our customers. Their expressions ofsatisfaction and encouragement are numerous, and weintend to cont inue our advances in the…第二讲:现状分析(present situation)这部分尽可能简明扼要而又全面地介绍公司的情况,以及公司所在行业的信息。
市场环境,例如:The marketplace has been stagnant for 2 years. We are poised now to…产品或服务,例如:The present stage of S30 is in the design stage.产品生命周期,例如:Our current produc t line is…价格和利润,例如:Current prices are… and profits are…客户,例如:Current customers are using our… for…销售渠道,例如:We have service centers, retailers, manufacturer’s representatives…管理团队情况,例如:Most of our management is in place, however, we require aproduction manager to plete our team.财务状况,例如:Current cash available is….第三讲:目标确定(objectives)企业目标是企业使命和指导方针的具体化和数量化,它反应企业在一定时期内经营活动的方向和所要达到的水平。
企业目标的实现时间较长,一般为三到五年或者更长时间。
好的企业目标具有总体性、与外部环境联系密切、有很大的激励作用、切实可行等特点。
企业的基本目标,例如:The primary objectives of our organization are to: ABC投资收益率(ROI),例如:Based on a XXX% market share for our XXX product by20xx, we estimate our return on investment to be XXX%.财务目标,例如:Last Year This Year Next YearSales$ VolumeUnit Volume% Increase/DecreaseShare of MarketGross ProfitManufacturingFully BurdenedMarketing ExpensesAdvertisingSales PromotionTrade AllowancesOther欲计将来增长、改进的目标,例如:Other objectives we have set for ourselves include XXX.We expect to replace (petitive/existing products or services) by XXX% by 20xx.We plan to add XXX (retailers, distributors, service centers)per month/year and we will have a total of XXX (retailers,distributors) by 20xx.第四讲:组织结构(management)投资者考察企业时,管理是最为重要的因素。
没有一支优秀的管理团队和有效的组织模式,科技成果不可能和资本很好结合创造现实的生产力。
一般需要介绍的管理人员有:总裁、常务副总裁、人事部总监、营销副总裁、财务副总裁、生产部总监。
对每一位关键人员用文章一个段落的篇幅进行描述就可以。
介绍组织结构时要注意以下问题:1.主要管理人员和专业人员的发展路径是怎样的?他们具有哪些技能?2.公司未来的组织机构是怎样的?3.谁将成为部门领导者?4.在哪些领域的管理应该加强?5.报酬机制如何?团队结构介绍,例如:Of the XXX people who make up the development staff,there are XXX founders who hold the following positions:XXX, PresidentXXX, Vice President of FinanceXXX, Vice President of MarketingXXX, Vice President of SalesXXX, Vice President of EngineeringXXX, Vice President of ResearchXXX, Vice President of OperationsXXX, Director of MarketingXXX, Manager XXX DevelopmentXXX, Corporate Attorney管理人员描述,例如:XXX, PresidentXXX Degree, University of XXXXXX’s professional experience includes many differentareas in the XXX industry.人力资源需求,例如:(pany) development team recognizes that additional staff is required to properly support marketing, sales,research, and support functions.第五讲:产品分析(the product/service)产品介绍应包括以下内容:1.产品名称2.性能及特性3.产品所处的生命周期4.产品的市场竞争力5.产品的研究和开发过程6.发展新产品的计划和成本分析7.产品的市场前景预测8.产品的品牌和专利此外,还要从顾客和投资者角度出发回答下面的问题:1.顾客希望企业的产品能解决什么问题,顾客能从企业的产品中获得什么好处?2.企业的产品与竞争对手的产品相比有哪些优缺点,顾客为什么会选择本企业的产品?3.为什么用户会大批量地购买企业的产品?4.本公司能提供哪些购买便利?5.企业为自己的`产品采取了何种保护措施,企业拥有哪些专利、许可证,或与已申请专利的厂家达成了哪些协议?6.为什么企业的产品定价使企业产生足够的利润?介绍产品,例如:This capability for XXX is a unique feature enjoyed by(pany) and our customers.专利保护,例如:Our product(s) is protected under the following:产品价格优势,例如:Regarding cost savings (product/service) will save ourcustomers money in terms of XXX.产品测试,例如:pleted tests have shown that XXX (results).产品特性描述,例如:XXX is another powerful feature. This includes XXX.XXX saves a tremendous amount of time when XXX.第六讲:市场分析(market analysis)这部分内容包括行业分析、市场分析和竞争分析。
行业分析包括企业所在行业概述、对行业发展方向的预测、对驱动因素的分析。
市场分析的核心内容是在市场细分的基础上确定目标市场。
要让投资者了解市场的规模有足够大的赢利空间和发展空间;知道市场有良好的发展前景,即所确定的目标市场在未来将会长生不衰。