The structure of the business plan

The typical structure of American business plans

1. Summary

2. A general description of the project

3. Services offered (goods)

4. Analysis of market

4.1. A general description of the market (market size, structure of demand, prices, analysis of factors as well as improving market forecasts)

4.2. Consumers

4.3. Analysis of competitors (existing competitors, the emergence of new competitors)

5. Marketing Plan

5.1. Competitive strategy

5.2. Marketing strategy (positioning, assortment policy, pricing policy, promotion policy)

5.3. Sales Plan

6. Production plan

6.1. The process of setting up production as well as the production process

02.06. Production capacity and raw materials needed for project

7. Institutional Plan

8. Strategy funding for the project

9. Financial plan

10. Analysis of key indicators (forecast revenues and expenditures, a tidy cash flow (NPV), internal rate of return on investment (IRR), payback period)

11. Analysis of risk / breakeven / Sensitivity

12. Applications

Key provisions of the Business Plan reflects a resume.

Summary - this is the only share of the business plan, which is quite as well until the end of the reading potential investors. This explanatory note of the business plan should answer the basic questions of the investor. If the talk, which followed a summary business plan, will be able to interest investors are allowed to talk about the success of the business plan.

General description of the project

This section contains information about the company (about the initiator of the project). Before considering the future status of the firm, the potential investor will certainly have to evaluate in this case as if the company functioned up until now. # The said section only has to connect the chronological history of the company, including information on the management and production personnel, organizational and legal basis of the activities of financial history and current status. If the project is a private person, so surely has the right to be represented more experience in his work: the domain knowledge (associated with the project), but similar skills in organization and management.

And it seems in this section provides a detailed description of the project, its features, the basic parameters and characteristics, value and attractiveness, together with the terms of investment in this project.

Description of services / products. This section is more specifically described products and / or services which the firm is on the market today and also plans to offer in the future. A potential investor has to make sense, like the products and / or services presented on the market as well as their most important competitive advantage.

Market analysis. In this section, shall be assessed market services (products), but similar opportunities and competitive advantages that it is permissible to use.

This section provides:

General characteristics of the market according to the following positions:

- Capacity, market structure, key tipii clients;

- State of the market and its forecast changes;

- Mechanism of action of Rinca and main indices of competition (value, original quality, service and glory).

Analysis of market segments are exactly the following items:

- The distribution of the total market of the company;

- The position at which business is directed;

- Segment location Rink, the hell-oriented firm;

- The size of this segment as well as the pace of improvement;

- Especially in this segment (including ways of marketing products, customer priorities, etc.);

- Assessment of market opportunities (exactly the number of possible buyers, according to market share and so on).

Analysis (evaluation) of competitors:

- Who is a competitor, whether they are serious as well as organized;

- Competitive position (value, capacity sales, fame, product design, the original quality and service);

- Near or contrast of services / products from the company services / products, which still exists in the market (relative to the price, technical and performance properties, quality, durability and so on);

- Distinctive features of services / products from other companies as well as ways to preserve their uniqueness as well as protection against counterfeiting;

- Barriers to entry as well as the reaction of competitors to the emergence of the firm;

- Strong competitors;

- The weak position of competitors as well as if they are allowed to use.

The marketing plan has to provide explanations of what the marketing strategy firm and why it should lead to success. It provides an assessment (description) of these positions:

- Pricing;

- Creation of friendly environment for the purpose of sales;

- The promotion and sale.

Sales plan. This section provides predictable amounts of information and the timing of sale of services / provision of services, prices, discounts and so on

Production plan. Section must connect information that gives an idea of how to operate like a business. What exactly do as well as venture produces and how to sell and deliver products to customers? Description of the industrial projects should have information about the equipment used, basic technology operations and business processes, opportunities to improve the quality and capacity expansion.

Organizing Project. This section contains the legislative, regulatory and other instruments with legal force as well as the attitude towards this project, just like the schedule of the project.

In this section, shall be given characteristic of the system of project management as well as the company's organizational structure.

Determined by the number of staff planned labor costs. The characteristic form of property (IP, Ltd., Ltd., etc.).

Finance Project. Financial planning are vital areas of the firm. On how effectively the firm plans and controls the financial resources that depend on its competitive advantage, the ability to be mobile and will soon respond to change, but eventually, as well as its survival in the market? Financial project concentrates information on all the main activities of the firm and is a key section in developing a business plan. Normally in this section shall be provided with the following information:

v deep set of forecast financial statements (statement of profit and loss account, balance sheet, statement of cash flows);

v description of all major input data and assumptions, which were used for calculation of financial projections, including an increase in capacity of sales prices for products and services, tax environment, the extent of paying staff and so on;

v investment costs (costs of the initial period, capital investments and so on);

v operating costs (production, marketing, administration, taxes and fees);

v profit forecast for the company;

v cash flow forecast.

Analysis of the project. This section is based, preferably in financial terms but also connects the information on the discounted cash flows of the enterprise, financial ratios and analysis of sensitivity.

Analysis of key indicators. This section must show the following reports:

Profit and loss account which shows the degree of profitability of the firm;

Statement of cash flow - shows whether there is (or will) about the company cash, and then to pay according to the accounts.

To assess the overall profitability of the project used the following 3 methods:

u calculation of net income and net present value;

u calculation of internal rate of return;

u payback.

Net income (BH) is the accumulated effect of (net cash flow) for the billing period (see report on the cash flow section 13):

BH =? Fm

where: Fm - total profits (losses) of each period of planning (the moon, quarter, year) for the duration of the project.

To have the opportunity compare projected income with the current market price of the money needed to bring denyuzhku to today's conditions. But without a present value is not able to pile comparable funds in our time and in the future. The process of future value to today is called discounting, the interest rate in the calculations - the discount rate. Usually, the discount rate used risk-free rate of interest (usually the interest rate on credit).

Based on the discount rate is calculated neat discounted profit (NPV) - the accumulated discounted effect for the billing period:

BH =? Fm * am

where m - the discount factor.

BH and NPV characterize the excess of total receipts over total cost for this project but of course without and with taking into account the disparity of their different times. In order to recognize the project effective, along with an investor's perspective, must be followed to its NPV is positive, when comparing alternative projects, preference will be given to the project, together with an impressive value NPV (assuming that he is now positive).

Internal Rate of Return (IRR). This figure, which shows that when the discount rate, discounted tidy profit project becomes zero. For the sake of calculation must be to choose a discount rate at which the value of net present value over a period of time, usually the term of the draft, becomes zero.

Payback period is called the length of the smallest period, according to the expiry of which the current becomes a tidy profit as well as in the future remains to be nonnegative. Payback, along with discounting is called the length of the smallest period, according to the expiry of which the current discounted profit becomes neat and in the future remains to be nonnegative.

Risk analysis. When developing a business plan should be assessed risk situations which may arise during the implementation of these activities, ie to risk miscalculation. Depending on the project can varying the assessment, prediction and risk management.

On the risk of the project should be to talk that way as if:

• It will show the lender that now you can assess the situation;

• It helps you to foresee the risk and reduce it;

• It will promote understanding of the lender that you are now able to go out of hardship.

For large projects should be careful miscalculation of risks, together with the use of special rather complicated mathematical apparatus of probability theory. For the purpose of small projects (small and medium business) is sufficient risk analysis with the help of purely expert methods.

The main thing here - not the complexity of the calculations and not the accuracy of computing the probability of failures up to the second mark and then a comma, only the ability to anticipate all the types of risks with which they may encounter, the sources of these risks, as well as the time of their occurrence. However, measures should be developed according to the reduction of these risks and minimize losses, as they may cause.

Range of risks is very wide: from fires and earthquakes continue to change in tax regulations and currency fluctuations. Of course, the probability of each type of risk is different, so just like as well as total losses, as they may cause. Required of you at least roughly estimated as, what risks are most probable as well as what they (if implemented) could do without.

There are 2 main types of risks:

· Technical risks;

· Financial risks.

It is impossible to enumerate all the technical risks, since they are often associated with the type of product. Another list is given as an example:

· Delay in site preparation and execution of the construction schedule;

· Delay in equipment supply and construction company;

· Late start of production in connection with the use of seasonal raw materials and the availability of emergency stops;

· Unexpected production shutdown at the time of commissioning and acceptance by the Commission;

· Lack of raw materials;

· Low enough original product quality;

· Violation of government regulations;

· Longevity blanks: how fast products are made obsolete, creating an alternative product that will conquer the market, countering your product to the buyer;

• New external conditions affecting the production technology.

Financial risks are allowed to estimate with that way known as parsing the sensitivity of the project. It consists in the fact that it is other than the projected financial results, calculated to the base case, made a similar calculation of the maximum again for two extreme cases:

· Calculate precisely the worst-case scenario - an adventure in which external factors as hinder the implementation of the project;

· Calculate exactly the best scenario - an adventure in which the external factors most contribute to the project.

The results of parsing the sensitivity of the business plan can be presented in a simplified form (ie, no more detailed than that to the base case), it is permissible to include in its application to the business plan.

Worst-case scenario of the project should provide a profit that would allow the company to fulfill its obligations before creditors and partners.

After determining all the possible risks you should answer the question: as to reduce risks and losses? Reply # but this has to consist of two sections: the first of which must be specified organizational measures of risk prevention, as in the second - an insurance program against the risks, ie develop compensatory activities.

Application. In this section include documents, which can serve evidence or more detailed explanation of the data presented in the business plan. Among the mandatory include the following:

* Biographies of the leaders of the enterprise or project, confirming their competence and experience;
* The results of marketing research;
* The audit findings (including analytical particle);
* Detailed technical specifications of products;
* Letters of guarantee or contracts with suppliers and consumers;
* Leases, hiring, licensing agreements;
* The conclusion of services of state supervision in accordance with environmental issues as well as safety, sanitary and epidemiological services;
* Reviews reputable organizations.

Perhaps similar provision as an annex to the business plan:

* Photos or video samples of the products;
* Copies of copyright certificates and patents;
* Plan of the enterprise;
* Certificate (TU and the like) for products.
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