The marketing implementation plan is the implementation plan for all the above analysis and plans. It is the most important part of the entire plan and the only presentation of the feasibility evaluation of the plan. The marketing implementation plan includes the establishment of marketing models, the design and arrangement of marketing logic processes, the organizational form of marketing personnel and the organization and management of marketing processes. At the same time, all marketing processes are standardized, core assessment indicators (KPIs) are formulated, and all KPIs are Decompose it and set up quantitative KPA core assessment behavioral indicators according to the marketing process nodes. With the development of correct marketing logic, the entire marketing process can be controlled and measurable; at the same time, another important part of the marketing plan is customer relationship management Plans, including maintenance and optimization service plans for potential customers and completed customers, can better improve customer loyalty and brand recognition in the context of diminishing customer marginal utility.

6.1 Marketing model

(What kind of marketing methods does the company use to develop and serve customers, including customer source channels, customer marketing contact points, marketing operation environment, and customer service methods)

6.2 Marketing Process

(The company’s marketing logic is sorted out from the whole process from unfamiliar customers to transactions, and the marketing process is established based on the marketing model and refined to every marketing behavior)

6.3 Marketing Organization

(The company’s marketing organization management method, setting the marketing team management line, and formulating management plans)

6.4 KPI and KPA Management

(All marketing processes are standardized, and core assessment indicators (KPIs) are formulated, and all KPIs are decomposed, and quantitative KPA core assessment behavioral indicators are set according to the marketing process nodes. In the case of correct marketing logic development Next, make the entire marketing process controllable and measurable)

6.5 CRM Management

(Company brand management and methods to improve customer loyalty, and standardize the customer relationship management process, And develop core assessment indicators (KPI), and formulate methods for effective management of CRM) Business plan template (3)

Definition of business plan

Business plan, also Called a business plan, it is a weapon in the hands of entrepreneurs. It is provided to investors and everyone who is interested in the entrepreneur's project to show them the potential and value of the business and persuade them to invest and support the project.

A complete business plan includes almost everything that investors are interested in: business opportunities to establish the company, the development process of the company plan, required resources, risks and expected returns.

Only a business plan with detailed content, rich data, complete system, and exquisite binding can attract investors, allow them to understand your project business operation plan, and generate strong investment interest. Starting a business becomes a reality, and the quality of your business plan is crucial to your business financing.

The value of the business plan

The value of the business plan lies in its impact on decision-making. In this regard, the value of the business plan is immeasurable. If an enterprise does not make a very thorough plan before making a decision, such decision will be unfounded. The purpose of a business plan is to foresee business prospects, integrate resources, concentrate efforts, repair problems, and look for opportunities. In fact, business planning is to predict the growth rate of the enterprise and plan future actions.

Elements of a business plan

1. Executive summary:

It appears at the front of the business plan, but I suggest that this part should be completed at the end. .

2. Company profile:

Including the company’s registration status, history, and start-up plan.

3. Product services:

Describe the particularity of your product or service and your target customers.

IV. Strategy implementation:

You need to know your market, your customers’ needs, where your customers are, and how to get them.

5. Management team:

Describe the main team members.

6. Financial analysis:

Make sure this part truly reflects your current financial situation, including your cash situation and profitability.

Business plan template

Chapter 1, company introduction

Chapter 2, technology and products

Chapter 3, market Analysis

Chapter 4, Competition Analysis

Chapter 5, Marketing

Chapter 6, Investment Description

Chapter 7 , Project Investment Return and Exit

Chapter 8, Project Risk Analysis

Chapter 9, Company Management

Chapter 10, Project Financial Analysis

Outline of business plan

Summary of the first part

1. Brief description of the company

2. The company’s purpose and goals (market goals and financial goals )

3. The company’s current equity structure

4. The funds invested and their uses

5. Introduction to the company’s current main products or services

6. Market overview and marketing strategy

7. Introduction to main business departments and performance

8. Core management team

9. Description of the company’s advantages

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10. The company’s current capital increase needs to achieve its goals: reasons, amounts, methods, purposes, repayments

11. Financing plan

12. Financial analysis

1. Financial historical data (sales summary, profit, growth in the first 3 years to 5 years)

2. Financial projections (next 3 to 5 years)

3. Assets and liabilities

Part 2 Overview

Chapter 1 Company Introduction

1. The company’s purpose (statement of the company’s mission)

2. Company profile information

3. Functions and business objectives of each department

4. Company management

1. Board of Directors

　2. Management team

　3. External support (external personnel/accounting firm/law firm/consulting company/technical support/industry association, etc.)

Chapter 2 Technology and Products

1. Technical description and technology holdings

2. Product status

1. Main product catalog (category, name, specification, model, Price, etc.)

2. Product characteristics

3. Introduction to products under development/to be developed

4. R&D plan and timetable

5. Intellectual property strategy

6. Intangible assets (trademark/intellectual property/patent, etc.)

3. Product production

1. Supply of resources and raw materials

2. Existing production conditions and production capacity

3. Expansion facilities, requirements and costs, and post-expansion production capacity

4. Original main equipment and Adding equipment

5. Product standards, quality inspection and production cost control

6. Packaging, storage and transportation

Chapter 3 Industry and Market Analysis

1. Market size, market structure and division

2. Target market setting

3. Product consumer groups, consumption patterns, consumption habits and the main factors affecting the market Factor analysis

4. The current market situation of the company's products, the market development stage of the product (blank/new development/high growth/mature/saturated), product ranking and brand status

5 , Market trend forecast and market opportunities

VI. Industry policies

Chapter 4 Research and development

I. R&D capabilities

II , R&D planning

3. Technical achievements or technical level (techniques needed to produce products)

Chapter 5 Marketing

1.

Outline the marketing plan (region, method, channel, estimated target, share)

2. Formulation of sales policy (past/current/plan)

3. Sales channel, method, Marketing links and after-sales services

4. Main business relationship status (agents/distributors/direct sellers/retailers/franchisees, etc.), qualification standards and policies at all levels (sales volume/repayment period /Payment method/Accounts receivable/Freight method/Discount policy, etc.)

5. Sales force situation and sales benefit distribution policy

6. Promotion and market penetration (methods and arrangements , budget)

1. Main promotion methods

2. Advertising/public relations strategy media evaluation

7. Product price plan

1 , Pricing basis and price structure

2. Factors and countermeasures affecting price changes

8. Sales data statistics and sales record methods, and calculation of sales cycle.

9. Market development planning, sales targets (short-term, medium-term), sales estimates (3 to 5 years) sales, share and calculation basis

Chapter 6 Investment Description

1. Description of fund requirements (amount/period)

2. Fund use plan and progress

3. Investment form (loan/interest rate/interest rate payment Conditions/share conversion - common shares, preferred shares, optional equity/corresponding price, etc.)

4. Capital structure

5. Return/repayment plan

6 , Description of the original liability structure of capital (time/conditions/mortgage/interest of each debt, etc.)

7. Investment mortgage (whether there is mortgage/collateral value and pricing basis/pricing certificate)

8. Investment guarantee (whether there is a mortgage/financial report of the guarantor)

9. Equity structure after absorbing investment

10. Equity cost

10 1. Explanation of the degree of investor involvement in company management

12. Reports (regular reports and capital expenditure budgets provided to investors)

13. Payment of miscellaneous fees (whether to pay an intermediary

Chapter 7 Investment Return and Exit

1. Stock Listing

2. Equity Transfer

3. Equity Buyback

IV. Dividends

Chapter 8 Risk Analysis

I. Resource (raw materials/suppliers) risks

II. Market uncertainty risk

III. R&D risk

IV. Production uncertainty risk

V. Cost control risk

VI , Competition risk

7. Policy risk

8. Financial risk (accounts receivable/bad debts)

9. Management risk (including personnel/personnel turnover / depend on key employees)

10. Bankruptcy Risk

Chapter 9 Management

1. Company Organizational Structure

2. Management System and labor contract

III. Personnel plan (staffing/recruitment/training/assessment)

IV. Salary and welfare plan

V. Equity allocation and stock subscription Plan

Chapter 10 Business Forecast

Estimation and calculation basis of the company’s sales volume, sales volume, gross profit margin, growth rate, return on investment in 3 to 5 years after the capital increase

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Chapter 11 Financial Analysis

1. Financial Analysis Description

2. Financial Data Forecast

1. Sales Revenue Detailed Statement

2. Detailed list of costs and expenses

3. Detailed list of salary levels

4. Detailed list of fixed assets

5. Balance sheet

6. Profit and distribution statement

7. Cash flow statement

8. Financial indicator analysis

(1) Reflect financial profit Indicators of capability

A. Financial internal rate of return (FIRR)

B. Payback period (PT)

C. Financial net present value (FNPV)

D. Investment profit rate

E. Investment profit rate

F. Capital profit rate

G. Uncertainty analysis ：Break-even analysis, sensitivity analysis, probability analysis

　(2) Indicators reflecting the solvency of the project

　A. Asset-liability ratio

　B. Current ratio

C. Current ratio

D. Fixed asset investment loan repayment period

Part 3 Appendix

1. Attachment

1. Business

Photocopy of license

2. List of board of directors and resume

3. List of main management team and resume

4. Description of professional terms

5 , Patent certificate/production license/appraisal certificate, etc.

6. Registered trademark

7. Corporate image design/publicity materials (logo design, instructions, publications, packaging instructions, etc.)

8. Briefings and reports

9. Venue rental certificate

10. Process flow chart

11. Product market growth forecast chart

2. Attachment

1. Main product catalog

2. List of major customers

3. Main suppliers and distributors Supplier list

4. Main equipment list

5. Site survey form

6. Estimated analysis form

7. Various Financial Statements and Financial Estimates Business Plan Template (4)

Text formatting requirements:

1. Font type: use size 2 boldface for the main title, and use size 3 boldface for the middle title , use No. 3 Romantic style for the subtitles, and use No. 4 Song font for the main text.

2. Paper type: Use A4 paper uniformly, bound on the left side.

3. Page margins: top 2.6cm, bottom 2.6cm, left 3.0cm, right 2.0cm.

4. Structural level ordinal: "one", "(one)", "1", "(1)".

Abstract:

Instructions: Complete this document within two pages

Abstract content reference

1. Basic information of the company (company Name, establishment time, registration area, registered capital, major shareholders, shareholding ratio, main business, sales revenue, gross profit, net profit in the past three years, company location, phone number, fax, contact person)

　2. Information about the main managers (name, gender, age, place of origin, education/degree, graduate school, political outlook, years of experience in the industry, main experience and business performance.)

3. Products/ Service description (product/service introduction, product technical level, product novelty, advancement and uniqueness, product competitive advantage.)

4. Research and development (existing technical achievements and technical level , the technical level, competitiveness and external cooperation of the R&D team, the R&D funds already invested and future investment plans, the incentive mechanism for R&D personnel)

　5. Industry and market (industry history and prospects, market). Scale and growth trend, industry competitors and the company's competitive advantages, market sales forecast in the next three years)

6. Marketing strategy (strategies to be adopted in terms of price, promotion, establishment of sales network, etc.) Its operability and effectiveness, incentive mechanism for sales staff)

7. Product manufacturing (production methods, production equipment, quality assurance, cost control.)

8. Management (organizational setup, employee stock ownership, labor contract, intellectual property management, personnel plan.)

9. Financing description (capital demand, purpose, use plan, planned transfer of shares, investor rights, exit )

10. Financial forecast (sales revenue, profit, return on assets, etc. in the next 3 or 5 years.)

11. Risk control (possible risks during project implementation risks and proposed control measures.

)

Format and content requirements of business plan

1. Basic information of the company

Company establishment time

Registered capital and changes (Legal person code, tangible capital, intangible capital) Company nature, business scope (whether there is a franchise); shareholders and share ratios, current assets (total assets, total liabilities, net assets, last year's sales revenue and net profit); company's subsidiaries , joint ventures and affiliated companies; the industry to which the company belongs; the company's development strategy and the company's development purpose, short-term and long-term goals

2. Products and services

The company's main purpose business products; the uniqueness of the product; whether the product has been authenticated by the government or relevant industry departments (provide information); what awards or honors the product has received; whether the product has applied for intellectual property protection (patent, trademark, copyright); the status of the existing production equipment Production situation; need to add equipment and implementation plan; whether the company is still preparing for the development of other products; detailed description and control of production costs

III. Company management

Organizational structure of the company (Draw a structure diagram); the gender, age, place of birth, education, degree, graduation school, working years, years of working in the current industry, achievements, etc. of the company’s main managers; the company’s approach to main management and technical personnel Incentive mechanism; whether the company hires external managers (accountants, lawyers, consultants, experts); explain the company’s intellectual property rights, exclusive rights, franchise rights, etc.; explain the company’s commercial secrets, technical secrets and other protection measures; whether the company exists Explanation of related operations and family management issues

IV. Industry and market analysis

The history, current situation and future development trends of the industry to which the company belongs; the company's products are upstream, midstream or downstream in the industry Products; the industry segment in which the company's products are located, how much market capacity is currently around the world (nationwide), this capacity increases or decreases at an annual rate, and the actual market sales every year reaches the market capacity, this demand increases at an annual rate or decrease; the company's current annual sales revenue accounts for 1% of the actual market sales share

5. Market competition and marketing strategy

Who are the competitors in the market range where the company's products are located, and their share What is the market share? What is your company's market share? Compared with competitors' products, what are the unique features of the company's products? Are these unique features useful to customers? Can the unique features of the company's products be imitated by competitors? Whether the company takes practical measures to protect the characteristics of its products; if the company's products are not unique in technology, design or other aspects compared with competitors' products, what effective means does the company take to compete with its opponents? Can the results of the competition improve your performance? The market share of the company's products, how much your company's share is expected to increase through competition; who are the customers of the company's products, their distribution, how do they know about your company's products; what marketing methods does the company adopt (advertising, trade fairs , training courses, computer direct sales, telephone sales, door-to-door direct sales, distribution network, retail network, mail order); briefly describe the sales process and steps; marketing costs; preparations to expand into new markets; market preparations for launching new products; several existing ones Big customers.

6. Research and Development

The number of existing technology developers in the company; what development equipment the company has; the technical level of the company’s existing products (domestic, international advanced, leading,); The technical level and management ability of the technical person in charge; the income level of your company's technical personnel compared with other companies in the same industry; the proportion of technical personnel lost every year; what measures the company takes to protect key technologies; the company's annual technology development investment as a percentage of sales Income

VII. Production process

Production location; whether it is commissioned production or self-production; whether the supply of raw materials can be guaranteed and how many suppliers have been selected; what is the performance and quality of the production equipment; Whether the maximum production capacity of the production equipment can meet the needs of market growth; whether the transportation conditions are convenient; surrounding production supporting conditions; which production management systems have been adopted, whether they are complete and how well they are implemented; testing equipment; yield rate, repair rate, and scrap rate etc.;

8. Project implementation progress

Project implementation plan progress and corresponding fund allocation; schedule.

9. Financial plan

Current balance sheet; monthly sales revenue forecast for the first 12 months; sales revenue forecast for 3-5 years; among the above data, the actual return Forecast of payment; Forecast of sales expenses for the above month and year; Forecast of financial expenses for the above month and year; Forecast of administrative expenses for the above month and year; Forecast of other expenses for the above month and year; Monthly cash flow statement for the first 12 months; Cash for 3 years Flow statement; balance sheet of 3-5 years; investment payback period calculation; break-even calculation; sensitivity analysis, conclusion.

10. Risk Factors

Please explain in detail the risks that may be encountered during the implementation of the project, and propose effective risk control and prevention methods: technical risks; market risks; management risks; financial risks Risks; other unforeseen risks;

11. Investors’ exit methods

Equity repurchase

According to the analysis of the enterprise’s business plan, the company’s implementation of equity The buyback program should be explained to investors.

Profit dividends

Investors can achieve the purpose of recovering their investment through the company's profit dividends. According to the analysis of this business plan, the company should explain to investors the implementation of the equity profit dividend plan.

Stock listing

Based on the analysis of the business plan, the company’s possibility of listing is analyzed and the prerequisites for listing are explained.

Equity transfer

Investors can recover their investment through equity transfer. The company's instructions to investors on equity transfers.

12. Others

Indicate the telephone number and contact person of the largest component and raw material supplier of the three investment recommenders outside the company, the largest distributor telephone number and contact person, the largest settlement company The phone number and contact person of the bank, the lag period of the company's receivables, the period of the company's payables, the amount of the company's product inventory generally maintained, the reserve status of the company's components and raw materials, the status of VAT and income tax declarations, the profit distribution status of the company's general manager in previous years, details Resume and references

13. Appendix

Media reports on the company's products; samples, pictures and descriptions of the company's products; other information about the company and its products.