【正文】 ustified. You can also create a superior image of the product/service Higher prices generally lead to higher profit margins, and allow the new pany to finance its own growth Can set a new standard in the early stage (. Netscape, Explorer) Can substantially lower fixed costs per unit if the fixed cost is high in the initial stage of the business Can prevent market entry by petitors “Marketing is far too important to be left to the marketing department.” ? Writing a business plan Marketing is a key element in a successful business launching. This requires a clear strategy for the socalled 4Ps (Product, Price, Place, Promotion) (For product, refer to the product/service section) 23 Place –How to deliver your product/service to the customer is a key marketing issue and requires consideration of various factors –The main factors to consider are 。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。 Market and Competition Market size and growth ? A rapid increase in the value of the pany can be expected only if the market holds a great potential ? The market size should be presented in figures . number of customers, of unit sales, total sales ? Your expectations for market growth are critical 。 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 15 182。 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。 Implementation Schedule 182。 Organization and HR 182。 Marketing 182。 Product/ Service 182。 Business plan structure ? Writing a business plan 182。 The need to write a business plan 182。 Prioritization of a business idea In search of a killer idea – A process to prioritize generated ideas – Positioning of ideas on the below chart based on the potential market and its feasibility ※ Killer Idea: An idea capable of creating a new market (ex. walkman, mobile phone, Dialpad, 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 10 182。Developing a business idea 5 182。 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。 Definition of a business plan A business plan must have a detailed plan for the following eight factors 。 Prioritizing a business idea 182。 Developing a business idea 182。 The role of a business plan in new business development process 182。Business Plan Tool Kit