【正文】 Organization and HR 30 ? Is there enough background for the anizational structure ? ? Have you selected KPI for performance evaluation of team leaders/members ? ? Does the KPI match the missions and functions ? ? Have you presented an anizational chart according to each business stage ? ? Have you detailed functions and missions for each anizational unit ? □ HR ? Have you described the skills and qualifications required of each business unit leader ? ? Have you suggested ways to reward outstanding team leaders/members ? ? Is the anization structure suitable for speedy decision making ? ? Have you described the skills and qualifications required of each unit team member ? ? Have you indicated whether you will utilize your own or outside people as team leaders/members, and given rationale for your choice ? ? Have the number of ranks been minimized as much as possible ? ? Writing a business plan Check List (Organization and HR) Yes No □ Organization 31 Analyze the opportunities and risks involved in the new business and promote risk management and opportunity use Risk analysis –Analyze the fundamental risks related to the market, petition and technological development for the new business –Quantitatively measure the impact on the risks –Seek ways hedge or manage the risks Opportunities analysis –Analyze additional opportunities related to the market, petition and technological development for the new business –Quantitatively measure the value of the options –Seek ways to enhance the value of the options “One of the greatest myths about entrepreneurs is that they are all risk seekers. All sane people want to avoid risk.” ? Writing a business plan 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 decentralized purchasing, purchasing criteria Situational factor : urgency of need, order size ? Writing a business plan 20 Competition –Compare key customer value, target customers, sales revenue, market share, cost positioning, product lines, and distribution channels of your pany with those of your petitors –Compare strengths/weaknesses of your product with that of the petitors –Consider ways to maintain your petitive edge –Compare your intangible assets with those of the petitors –Analyze your positioning strategy in the market with that of the petitors 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