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创业计划书:从创意到方案(原书第2版)

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创业计划书:从创意到方案(原书第2版)

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本书提供了创业计划书写作每一步的指导意见,能够让读者去深入思考创建企业的过程中所遇到的一些重要问题,这可能是本书引人注目的突出优势。通过把一份完整的创业计划书贯穿于全书的每一章,从而使此份创业计划书撰写中所考虑的问题可以为希望创建企业的读者提供借鉴,也为他们撰写创业计划书提供了模板。读书对象:本书既可用于本科生、MBA和研究生的创业计划课程,也可供从事创业咨询活动的专家参考。
Author Description

布鲁斯R. 巴林杰(Bruce R. Barringer),美国俄克拉何马州立大学创业学院小马隆·米切尔基金会的主席,并兼任创业学院院长,曾先后获得密苏里大学博士学位,艾奥瓦州立大学工商管理硕士(MBA)学位。他的研究兴趣包括可行性分析、企业成长、公司创业以及组织间相互关系对企业的影响。近些年来,他还为许多以技术为基础的孵化器提供服务,积极参与由学生为主导的创业与创业俱乐部活动。
布鲁斯的研究成果先后在《战略管理杂志》(Strategic Management Journal)、《管理学报》(Journal of Management)、《商业风险杂志》(Journal of Business Venturing)、《小企业管理杂志》(Journal of Small Business Management)和《发展型创业杂志》 (Journal of Developmental Entrepreneurship)等期刊发表。独撰以及与他人合作出版著作5部,包括《创业管理:成功创建新企业》(Entrepreneurship: Successfully Launching New Venture)、《创业计划书:从创意到方案》(Preparing Effective Business Plans)、《创办企业的真谛》(The Truth About Starting a Business)、《是什么让你止步:打破阻碍创业的九大常见神话》(What抯 Stopping you· Shatter the Most Common Myths Keeping You From Starting Your Own Business)和《100天创办新企业》(Launching a Business: The First 100 Days)。
Catalogue

创业系列丛书简介
译者序
作者简介
前言
第一部分 启动过程
第1章为什么计划 / 2
引言
1.1撰写创业计划书的理由 / 3
1.2创业计划书的读者和他们所关心的问题 / 7
1.3创业计划书的写作指南 / 8
1.4企业类型 / 14
1.5本书的计划 / 14
本章小结
复习题
应用题
注释
第二部分前期工作
第2章商业创意的形成与初筛 / 22
引言
2.1商业创意最常见的三大源泉 / 23
2.2形成创意的方法 / 31
2.3初筛 / 34
本章小结
复习题
应用题
注释
附录2A初筛评价表
附录2B网络资源表
第3章可行性分析 / 45
引言
3.1完成可行性分析的模板 / 46
3.2产品/服务的可行性 / 48
3.3产业/目标市场可行性分析 / 52
3.4组织可行性分析 / 54
3.5财务可行性分析 / 55
本章小结
复习题
应用题
注释
附录3A全面可行性分析
第三部分撰写创业计划书
第4章介绍性材料、执行概览和企业描述 / 70
引言
4.1封面与目录 / 71
4.2执行概览 / 73
4.3企业描述 / 76
4.4挑选企业名称 / 81
本章小结
复习题
应用题
注释
第5章产业分析 / 86
引言
5.1产业定义 / 87
5.2产业规模、增长速度和销售预测 / 89
5.3产业特征 / 93
5.4产业趋势 / 97
5.5远期的前景 / 99
5.6产业分析与创业计划书其他部分的关系 / 100
本章小结
复习题
应用题
注释
第6章市场分析 / 103
引言
6.1市场细分和目标市场选择 / 104
6.2购买者行为 / 110
6.3竞争者分析 / 111
6.4年销售额和市场份额预测 / 116
本章小结
复习题
应用题
注释
第7章营销计划 / 120
引言
7.1总体营销策略 / 123
7.2定价策略 / 124
7.3销售过程和促销组合 / 128
7.4渠道与销售 / 133
本章小结
复习题
应用题
注释
第8章管理团队和公司结构 / 137
引言
8.1管理团队 / 140
8.2董事会 / 144
8.3顾问委员会 / 147
8.4其他专业性人士 / 148
8.5公司结构 / 150
本章小结
复习题
应用题
注释
第9章运营计划与产品/服务开发计划 / 153
引言
9.1运营计划 / 154
9.2产品/服务开发计划 / 162
本章小结
复习题
应用题
注释
第10章融资计划 / 171
引言
10.1资金明细表 / 172
10.2假想的说明表 / 174
10.3预计的财务报表 / 175
10.4比率分析 / 191
本章小结
复习题
应用题
注释
第四部分推介创业计划书
第11章充满信心地介绍创业计划书 / 196
引言
11.1准备及进行精彩的创业计划书演讲 / 197
11.2创业计划书的演讲内容 / 200
11.3创业计划书演讲范例 / 201
本章小结
复习题
应用题
Book Abstract

《创业计划书:从创意到方案(原书第2版)》:
1.产品,服务的合理程度
产品/服务可行性分析的第一要素是确定拟生产产品/服务是否为人所需、能否满足市场需求。先回答以下几个问题,以判断产品是否有基本吸引力。
该产品有意义吗?该产品合理吗?该产品有令消费者兴奋之处吗?
该产品符合环境趋势,或能解决某个问题,或能填补市场缝隙吗?
现在是将该产品或服务推向市场的好时机吗?
该产品设计或概念上有致命缺陷吗?
进行可行性分析时,先寻找这几个问题和其他类似问题的答案,不要着急得出最终结论。要寻找这些问题的答案,方法之一是进行理念测试。
理念测试(concept test)。理念测试是指向产业专家和预期消费者初步描述产品/服务理念,称为理念陈述(concept statement),以征求他们的反馈意见。理念陈述书的篇幅一般为一页纸,包括以下内容。
产品/服务的描述。
预期目标市场。
产品/服务的利益。
产品/服务竞争定位描述。
如何销售产品/服务的描述。
企业管理团队简介(为了完整性)。
理念陈述书写好后,应发给5~10名熟悉企业拟进入产业并且能够给出有见地反馈的人。要避免向家人或朋友征求意见,因为他们倾向于给出肯定意见。相反,理念陈述书应该发给那些能直言不讳、能给出有见地反馈和意见的人。陈述书上应附上一份简短调查表,请被调查者:①说出他们对产品/服务最不满意的三个方面;②提出三个产品改进建议;③直言他们对产品/服务可行性的判断;④说说其他意见与建议。陈述书应条理清晰、仔细准备。如果时间允许,理念陈述书可反复利用,以完善产品/服务创意。例如,先将理念陈述书分发给一组产业专家,得到反馈后修订创意;再将陈述书发给第二组专家,得到更多反馈并再次修订创意,如此反复。
图3—2为虚构的一家企业——Prime Adult Fitness(以下简称PAF)的理念陈述书。《创业计划书:从创意到方案(原书第2版)》前面已几次提及该健身中心的目标消费者是50岁及50岁以上人群。
……
Introduction

大学校园里创业兴趣的涌动及其超越大学,甚至全世界都对创业表现出了极大的兴趣。在学术界,目前大约有2000所美国高校,约占美国高校总数的2/3,提供着至少一门创业课程,由此导致的结果是,放弃传统学业而走上创业之路的学生数量在增加。普通公民对启动创业生涯同样表现出了兴趣。2012年《全球创业监测报告》(Global Entrepreneurship Monitor)显示,在美国18~64岁的成年人中,约有13%的人要么正在创业,要么在过去3年半时间里曾经创业。这一数字在世界上的其他地区可能更高,比如,在拉美和加勒比海地区平均约有17%的成年人要么正在创业,要么在过去3年半时间里曾经创业。

第2版创新之处第一, 以全新的材料解释商业创业过程,包括从商业创意的最初开端到全面更新后的创业计划。

第二, 全新的或者是经过更新的创业计划内部特质透视。

第三, 修正和更新换代关于Prime Adult Fitness公司的创业计划书。这是一家虚构的服装中心,专门为50岁及其以上的成人提供服务,创业计划书一步一步地贯穿于整本书的各个部分。

第四, 在各章的最后部分提供了全新的或者是经过更新的应用题。

第五, 全新的或者是经过更新的例子,嵌入在每章的内容之中,用以说明创业计划写作者应当掌握的问题。

第六, 提供了一份更新后的网络资源表(见附录),它可以向学生提供获取在线资源的通道,从而有助于他们完成创意初筛的分析过程和创业计划书的撰写。

创业计划书的重要性作为一种重要的工具,创业计划书有助于帮助那些有意创建新企业的人士。创业计划书是一种书面文件,详细地分析了创建新企业的各种要素。尽管在创建新企业之前,许多创业者和小企业并不撰写创业计划书,但它深受欢迎。对于多数商业活动来说,创业计划书具有两大功能:在公司内部,它可以帮助企业设计一份“蓝图”,供执行战略和计划方案时使用;在公司外部,它可以向潜在投资者和利益相关者介绍值得追寻的商业机会,以及将如何去追寻这种机会。

本书的写作目的这本书的编写有两层目的:第一,帮助学生和其他人学习如何撰写创业计划书。这本书提供了写作创业计划书的每一步指导意见。第二,这本书能够让读者深入思考创建企业的过程中所遇到的一些重要问题,这可能是本书最引人注目的突出优势。本书使用一份完整的创业计划书贯穿于每章之中,从而,此份创业计划书撰写中所考虑的问题可以为其他人提供创建企业的模板,也为他们撰写创业计划书提供了模板。

本书的组织这本书由四个截然不同的部分所组成:

部分 主题 本书相对应的章一 启动过程 1二 前期工作 2、3三 撰写创业计划书 4~10四 推介创业计划书 11.显著的特色与其他关于创业计划书的著作不同,本书具有以下显著特点。

第一,关注创业过程的整个“前端”

尽管本书的最主要目的在于描述如何编写创业计划书,但本书所讨论和界定的是创业过程的整个“前端”。作为这一复杂过程中的一部分,最有效的创业计划书包括:①识别商业机会;②初筛整个创意,以决定其基本的可行性;③开展全部的可行性分析,检查商业机会的整个过程是否能够得到保证;④撰写创业计划书。以上每一步在本书中均有解释。

第二,可行性分析工具表在可行性分析过程中,本书共提供了两份工具表。一份称之为初筛表,它有助于对商业机会进行基本可行性分析,另一份工具表是完整的可行性分析表,它更具有综合性特点。这两份表代表着连续性的过程,学生在进入可行性分析过程前,可以将两者相结合来分析商业创意的“可行性”。

第三,创业计划书模板我们提供了一家虚构公司的创业计划书,该公司的名称是Prime Adult Fitness。本书以此公司为例,描述和讨论了创业计划书的每一个方面。这份计划书将带给学生和其他人在撰写创业计划书时值得参考的意见。

第四,创业计划书的演讲本书最后一章为推介创业计划书提供了演讲时的秘诀和建议。以假定20~30分钟的演讲为例,本书提供了12张演讲时所使用的PPT,并对每一张幻灯片应当包括的内容提供了建议。

第五,洞察创业计划书的内在特征在本书的前10章中,我们特别深入地分析了编写创业计划书和创建新企业的内在特征。



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Jingdong book

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About the brand

Jingdong book