麦肯锡手把手教你写商业计划书(英文版)

HOW TO WRITE A BUSINESS

PLAN

Table of Contents

Preface (4)

1. THE ROUTE FROM CONCEPT TO COMPANY (4)

1.1 Success factors (4)

1.2 Stages of development (5)

2. THE BUSINESS IDEA (8)

2.1 Development of a business idea (8)

2.2 Elements of a promising business idea (9)

2.3 Protecting your business idea (13)

2.4 Presenting to investors (14)

3. THE BUSINESS PLAN (16)

3.1 Advantages of a business plan (16)

3.2 Characteristics of a successful business plan (16)

3.3 The investor's point of view (18)

3.4 Tips on preparing a professional business plan (21)

4. STRUCTURE AND KEY ELEMENTS OF A BUSINESS PLAN (23)

4.1 Executive summary (23)

4.2 Product or service (24)

4.3 Management team (26)

4.4 Market and competition (28)

4.5 Marketing and sales (32)

4.6 Business system and organization (37)

4.7 Implementation schedule (41)

4.8 Opportunities and risks (42)

4.9 Financial planning and financing (42)

5. CASE STUDY: "CITYSCAPE" (48)

5.1 "CityScape": Idea and business concept (48)

5.2 "CityScape": Business plan (49)

5.2.1.- EXECUTIVE SUMMARY (50)

5.2.2. - SERVICE IDEA (52)

5.2.3. - MANAGEMENT TEAM (53)

5.2.4. - MARKET AND COMPETITION (54)

5.2.5. - COMPETITOR ANALYSIS (55)

5.2.6. – CITY SCOPE'S COMPETITIVE ADVANTAGES (56)

5.2.6. - MARKETING AND SALES (57)

5.2.7. - BUSINESS SYSTEM AND ORGANIZATION (58)

5.2.8. - IMPLEMENTATION SCHEDULE (60)

5.2.9. - OPPORTUNITIES AND RISKS (61)

5.2.10. - FINANCIAL PLANNING AND FINANCING (62)

5.3.- Critique of elements of "CityScape" business plan (68)

Preface

This Guide to writing a business plan is designed to help you in developing your business idea, "from concept to company". It details the contents, scope, and structure of a business plan and the expectations venture capitalists have when reading one, and provides valuable pointers on starting up a company.

The Guide is not intended as a business studies resource nor is it a theoretical treatise on the nature of business plans per se. Rather, it offers practical tips to help you get started setting up your company. Naturally, there is no guarantee that all aspects of this Guide will be relevant to your particular company or that all topics relevant to your company will be covered. The "Key questions" about the main elements of a business plan make no claim to completeness; those questions not relevant to your specific business plan need not be answered.

If you are reading this Guide because you have a business idea you want to transform into a successful company, we offer you a word of encouragement: Make the most of this opportunity!

McKinsey & Company, Inc.