【正文】 15 182。Positioning : transferring the customer’s market position of the product/service to a position that the pany wants to take (ex. Low quality product?high quality product, baby products? adult products) –Maps for designing positioning strategy (samples) Quality Low High Price Low High Product line Low High Delivery time Low High Credibility Low High Convenience Low High ? Writing a business plan 21 ? Have you explained factors crucial for success in your target market ? □ Competition ? Have you identified your petitors with parable products/services ? ? Have you given an analysis of your potential petitors ? □ Market size and growth ? Have you explained the general trend of your target market ? ? Is there a rationale for present market size ? ? Is there a rationale for future market growth rate ? □ Market segmentation ? Have you defined the criteria for market segmentation and its rationale ? ? Have you pared the strengths and weaknesses of your major petitors with your own ? ? Have you pared your strategies with those of your petitors ? ? What is your petitive edge (especially intangible) over your petitors and have you explained if your petitive edge will be sustainable ? ? Have you given a rationale for characteristics of each market segment (profitability, size, growth rate) and their future prospects ? ? Is there a clear definition of the target customer and customer examples ? ? Have you determined the target market share for each market segment ? ? Writing a business plan Check List (Market and petition) Yes No 22 182。 1) Thirdparty Retailers : Products sold to the end customer via retailers 2) Outside Agents : Specialized panies acting as agents for the distribution of products (don’t acquire ownership rights) and charging mission for sales 3) Franchising : Franchisees paying license or franchise fees and selling the product/service (. McDonalds, Seveneleven) 4) Wholesalers : A middle man specializing in resales to retailers 5) Stores : Selling products directly to customers 6) Own sales staff : Company marketing employees in charge of direct sales 7) Direct Mail : Selling products by mail to customers 8) Call Center : Inviting consumers to order products by telephone through advertising 9) Inter : Using Inter as a marketing channel ? Writing a business plan 24 Promotion –Advertising your products/services in order to attract customer’s attention, informing, persuading and inspiring confidence –Promotion can be defined as ‘marketing munication’. Communication must explain the value of your product/service to your customers, and convince customers that your product meets their needs better than peting or alternative solutions –Ways to attract the customer’s attention 1) Classic Advertising : newspapers, magazines, TV, radio 2) Direct Marketing : direct mail to select customers, telephone marketing, inter 3) PR (Public Relations) : articles in print media about your product, business or the management 4) Exhibitions 5) Customer Visits –Be sure to focus on the people who make the purchasing decision or have the greatest influence on the purchasing decision ? Writing a business plan 25 ? Is the price of your product/service reasonable pared to current market offerings from the customer’s point of view ? □ Promotion ? Have you analyzed who, within each customer group, ultimately makes the purchasing decision ? ? Have you identified ways to draw attention of your target groups to your product/service ? □ Price ? Have you specified what your price strategy is and reasons for adopting the strategy ? ? Does the price asked cover costs and ensure a fair return ? □ Place ? Have you explained the reasons for your choice of distribution channel ? ? Have you determined how much resources (time, investment) will be used to attract and maintain customers ? ? Have you described steps required for launching your product/service in the market ? ? Have you specified the target sales volume for each distribution channel ? ? Have you explained the typical process of selling your product/service ? ? Have alternative distribution channels been pared and studied ? ? Writing a business plan Check List (Marketing) Yes No 26 RD Production Marketing Sales Service ? Writing a business plan 182。 Opportunities and Risks 32 ? Are the risks related to the market, petition and technological development quantitatively evaluated ? □ Risk analysis ? Are the risks in market, petition, and technological development related to the new business accurately defined ? ? Have you suggested ways to hedge the risks ? □ Opportunity analysis ? Are the potential opportunities in market, petition and technological development related to the new business accurately defined ? ? Are the options related to the market, petition and technological development quantitatively evaluated ? ? Have you pointed out ways to heighten the value of the options ? ? Writing a business plan Check List (Opportunities and risks) Yes No 33 Drawing up your implementation schedule 1) Gantt implementation schedule : Check major tasks on the Gantt chart 2) Major milestones : Indicate events that should be defined as milestones 3) Important connections and interdependencies between the work assignment groupings ? Writing a business plan 182。 strategic significance, suitability, and availability – If outsourcing is your choice, pare potential vendors or suppliers ? Writing a business plan 28 ? Has the key value creation factor in the value chain been indicated ? □ Partnership ? Has the need for partnership been clearly explained ? ? Have