【正文】 Marketing Price ? Determine the attainable price for your product/service and evaluate on willingness of customers to pay the asked price (new businesses often encounter problems because of the conventional wisdom that price is derived from cost) ? Quantify the customer value of your product/service and define the price bracket. Verify and refine your assumptions through discussions with potential customers ? The pricing strategy depends on your goal 。 Summary 182。 The significance of a business idea 182。Developing a business idea 5 182。 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 13 182。 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。 Implementation Schedule 182。 Role of a business plan in new business development process New business promotion stage Methodology Internal support anization Online Idea DB Intangible Workshop Benchmarking/ Megatrend Analysis Business Plan Competition Stage 1 Stage 2 Stage 3 Idea Generation Business plan writeup Implementation and growth Idea Generation Management Team Business Plan Development Team Investment Committee Venture Team (TFT) ? What is a business plan A business plan can be defined as the intermediary stage before a business idea can actually be implemented as a new business 4 182。 Elements of a promising business idea 182。 Market and Competition 182。 the number of potential customers, range of product/service, are the customers panies or individuals, where do they prefer to shop, does the product require explanation, what is the price bracket, what is the frequency of purchase, what are the institutional/legal constraints –Another significant marketing decision is whether your pany will handle the distribution itself, or whether a specialized operation will handle it for you. Technological developments have greatly expanded the spectrum of distribution channels and the choices are as follows 。 show what factors will affect developments (, legislative initiatives) ? Forecasting market size and growth Define factors influencing market size and growth Set hypothesis on future developments Collect facts needed to verify hypothesis (past trends, expert opinions) Estimate market size and growth based on the proven hypothesis “If there is no petition, there is probably no market.” ? Writing a business plan 18 Points to follow when making an estimate –Build on solid foundation : Rely on easily verifiable figures even though there may be many unknowns – Think logically : An estimate should be a logical conclusion and should not have any leaps in logic or depend on unspecified assumptions – Compare your sources : Check your facts with other sources (interviews, statistics, expert opinions) to ensure objectiveness – Be creative : Look for a substitute variable that relates to your need when a variable is unknown – Check for plausibility : Check if each estimate makes sense ? Writing a business plan 19 Market Segmentation Segment the market and explain your target market There are many ways to segment the market but the following three elements need to be present 1) Determine the number of customer in each market segment and their buying power (Measurability) 2) Identify customer behavioral pattern in each segment (Homogenouswithin) 3) Use the same marketing strategy for customers within each segment Customer segmentation criteria for consumer goods markets Customer segmentation criteria for industrial goods markets Location : country, urban/rural (population density), climate Demographics : age, sex, ine, profession, religion, education level Behavior : Frequency of product purchase, product usage, brand loyalty, price sensitivity, purchasing variables Psychological factors : Lifestyle (behavior, interest, opinion) Demographics : pany size, industry, location Operations : technology employed (., digital, analog) Buying habits : centralized or