【正文】 d, 45min. photograph printing, etc.) Seek solutions for obstacles in implementation Immediately launch business plan writeup Postpone Seek ways to expand market size Feasibility Low High Market size (allow growth) Low High ? What is a business plan 11 182。Protecting a business idea Ways of protecting a business idea – Patenting : Patenting a business idea to ensure legal protection – Confidentiality agreement : Maintaining a confidentiality agreement with related parties working on the business idea – Quick implementation : Implementing your business plan as soon as possible ? What is a business plan Innovative ideas are the result of hard work and creative thinking. It is important to protect the idea sufficiently so that the idea is not exposed to other industries The best protection is to implement your business idea as quickly as possible so as to build an entry barrier 12 182。 The need to write a business plan 182。 Elements of a good business plan 182。 Business plan structure ? Writing a business plan 182。 Summary 182。 Product/ Service 182。 Market and Competition 182。 Marketing 182。 Business System 182。 Organization and HR 182。 Opportunities and Risks 182。 Implementation Schedule 182。 Financial Planning 13 182。 The need to write a business plan “Writing a business plan forces you into disciplined thinking, if you do an intellectually honest job. An idea may sound great, but when you put down all the details and numbers it may fall apart.” ? Writing a business plan The business plan was first used in the USA by startup and venture panies as means of acquiring funds from private investors and venture capitalists. Even major corporations rely on business plans to help them make internal investment decisions. – Can systematically examine feasibility of the new business from various angles Can provide solutions to problems and heighten efficiency of the new business with clear analysis of the situation ― Provides an invaluable tool for management and evaluation of the project Benefits of writing a business plan 14 182。 Elements of a good business plan ◇ Clarity: Must clearly lay out the key points (strengths) of the business plan ◇ Objectivity: Must be based on objective data ◇ Simplicity: Should be prehensible by technical layman ◇ Consistency: Must have uniform visual layout and consistency in editing of the final version ◇ Welldefined, quantifiable customer value : Lowering the cost of delivering an existing value or creating a new value if this can be achieved at reasonable cost ◇ Innovative product/service : The product/service and/or business system must possess a high degree of innovation ◇ The possibility to protect/sustain the innovation ◇ A growing and/or large market : The target market should grow at a fast pace or should be a large market ◇ A farsighted analysis of the petition : Provide a plete and objective description of existing and potential future petitors ◇ A careful weighing of the risks and opportunities : Provide a realistic description of the risks involved in the business and plans to overe them. Explain ways to make use of potential opportunities General principles Main Contents ? Writing a business plan 15 Check to see if your readers can read and prehend the summary in five to ten minutes even if the person has no previous knowledge of your business concept or its technical or scientific basis ? Writing a business plan 182。 Summary The summary should be able to deliver the most important aspects of the business plan to the decisionmakers Focus on these four elements when writing your summary ― Clarity of the business idea ― Value the product/ service provides to the customer ― Market size and growth ― Return on investment Describe your business idea as clearly, pellingly, and concisely as you can 16 182。 Product/ service Development status of the product/service – Explain the stage of development your product/service has reached – Identify technical/legal/consumer behavioral/partnership (need to partner with other industries)/social and cultural constraints in delivering product or service to customers and provide solution measures “If you don’t know what the customer value is, the whole thing is a waste of time.” ? Writing a business plan Clearly indicate how your product/service differs from those that are now or will be on the market Customer Value – The business plan doesn’t make any sense if the product or service fails to provide better value to the customer pared to current market offerings – Analyze the value the customer gains from your product/service – Weigh the advantages and disadvantages of the new product/service from the customer’s perspective 17 Check List (Product/service) ? Have you explained plans to retrieve the value delivered to the customer ? (how will you get your money back) □ Development status of the product/service ? Have you accurately explained the current stage of development of your product/service ? ? Have you indicated what resources (time, personnel, funds) you require for each subsequent development ? □ Customer Value ? Is there a clear definition of what customer value your product/service provides ? ? Have you defined who you customers are and who are not ? ? Have you identified why the customer buys your product/service ? (Have you explained what added value the customer receives pared to other products/services) ? Have you weighed the strengths/weaknesses of your product/service over parable products/services from the customer’s perspective ? ? Have you conducted pilot tests or surveys to see if the product/service fulfills customer needs ?