businessplanforanestablishedbusiness(编辑修改稿)

businessplanforanestablishedbusiness(编辑修改稿)内容摘要：

you sell to other businesses or directly to consumers. If you sell a consumer product, but sell it through a channel of distributors, wholesalers and retailers, then you must carefully analyze both the end user and the middlemen businesses to whom you sell. You may well have more than one customer group. Identify the most important groups. Then, for each consumer group, construct a demographic profile: Age Gender Location Ine level Social class/occupation Education Other Other For business customers, the demographic factors might be: Industry (or portion of an industry) Location Size of firm Quality/technology/price preferences Other Other Competition What products and panies pete with you? List your major petitors: Names amp。 addresses Do they pete with you in across the board, or just for certain products, certain customers, or in certain locations? Compare your products/services with petition: Use the table called Competitive Analysis below to pare your pany with your three most important petitors. Page 10 of 24 In the first column are key petitive factors. Since these vary with each market, you may want to customize the list of factors. In the cell labeled Me, state how you honestly think you stack up in customers39。 minds. Then check whether you think this factor is a strength or a weakness for you. Sometimes it is hard to analyze our own weaknesses. Try to be honest. Better yet, get some disinterested strangers to assess you. This can be a real eyeopener. Now analyze each major petitor. In a few words, state how you think they stack up. In the final column, estimate how important each petitive factor is to the customer. 1 = critical。 5 = not very important. Table 1: Competitive Analysis FACTOR Me Strength Weakness Competitor A Competitor B Competitor C Importance to Customer Products Price Quality Selection Service Reliability Stability Expertise Company Reputation Location Appearance Sales Method Credit Policies Advertising Image Having done the petitive matrix, write a short paragraph stating your petitive advantages and disadvantages. Niche Now that you have systematically analyzed your industry, your product, your customers and the petition, you should have a clear picture or where your pany fits into the world. In one short paragraph, define your niche, your unique corner of the market. Page 11 of 24 Strategy Now outline a marketing strategy that is consistent with your niche. Promotion How do you get the word out to customers? Advertising: what media, why, and how often? Has your advertising been effective? How can you tell? Do you use other methods: trade shows, catalogs, dealer incentives, word of mouth, work of friends or professionals? If your have identifiable repeat customers, do you have a systematic contact plan? Why this mix and not some other? Promotional Budget How much will you spend on the items listed above? Should you consider spending less on some promotional activities and more on others? Pricing What is your pricing strategy? For most small businesses, having the lowest prices is not a good strategy. Usually you will do better to have average prices and pete on quality and service. Does your pricing strategy fit with what was revealed in your petitive analysis? Compare your prices with those of your petition. Are they higher, lower, the same? Why? How important is price as a petitive factor? What are your payment and customer credit policies? Location You will describe your physical location in the Operational section of your business plan. Here in the marketing section, analyze your location as it affects your customers. If customers e to your place of business: Is it convenient? Parking? Interior spaces? Not out of the way? Is it consistent with your image? Is it what customers want and expect? Where is the petition located? Is it better for you to be near them (like car dealers or fast food restaurants) or distant (like convenience food stores)? Distribution Channels How do you sell your products/services? Retail Direct (mail order, web, catalog) Wholesale Your own sales force Agents Independent reps Page 12 of 24 Has your marketing strategy proven effective? Do you need to make any changes or additions to current strategies? Sales Forecast Now that you have described your products, services, customers, markets, and marketing plans in detail, it is time to attach some numbers to your plan. Use the TwelveMonth Sales Forecast spreadsheet to prepare a monthbymonth projection. The forecast should be based upon your historical sales, the marketing strategies that you have just described, upon your market research, and industry data, if available. You may wish to do two forecasts: 1) a best guess, which is what you really expect, and 2) a worst case low estimate that you are confident you can reach no matter what happens. For this section, please refer to the TwelveMonth Sales Forecast Spreadsheet. Remember to keep notes on your research and your assumptions as you build this sales forecast, and all subsequent spreadsheets in the plan. Relate the forecast to your sales history, explaining the major differences between past and projected sales. This is critical if you are going to present it to funding sources. Page 13 of 24 VI. Operational Plan Explain the daily operation of the business, its location, equipment, people, processes, and surrounding environment. Production How and where are your products/services produced? Explain your methods of: Production techniques and costs Quality。