Analysis of the business plan of the enterprise. Analysis of business planning in enterprises. Verification of initial data
Last update:  02/17/2020
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Hello, dear readers of the Internet magazine about money "RichPro.ru"! This article will talk about how to write a business plan. This publication is a direct instruction for action that will allow you to turn a raw business idea into a confident one. step by step plan to achieve a clear goal.
We'll consider:
- What is a business plan and why is it needed;
- How to draw up a business plan;
- How to structure it and write it yourself;
- Ready-made business plans for small businesses - examples and samples with calculations.
At the end of the topic, we will show the main mistakes of novice entrepreneurs. There will be a lot of arguments in favor of creating quality and thoughtful business plan that will bring the realization of your idea and success affairs in the future.
Also, this article will provide examples of finished works that you can simply use, or you can take as a basis for developing your project. Ready-made examples of submitted business plans can be free download.
In addition, we will answer the most frequently asked questions and clarify why not everyone writes a business plan, if it is so necessary.
So, let's start in order!
The structure of the business plan and the content of its main sections - a step-by-step guide to compiling it
1. How to write a business plan: detailed instructions on how to write it yourself 📝
7. Conclusion + related video 🎥
For every entrepreneur who wants to develop himself and develop his business, a business plan is very important. He performs many responsible functions that no other person is able to do differently.
With it, you can get financial support and open, develop your business much earlier than you can collect a significant amount for the business.
Investors generally react positively to a good, thoughtful, error-free business plan, as they see it as a way to make easy money with all the troubles invented and described.
In addition, even before the establishment opens, you see what awaits you. What risks are possible, what solution algorithms will be relevant in a given situation. This is not only investor-friendly information, but also the right plan if you get into trouble yourself. In the end, if the calculation of risks is too daunting, you can remake a little, transform the general idea to reduce them.
Creating a Good Business Plan is an excellent solution for finding investments and developing your own action algorithms even in the most difficult situations, which are more than enough in business.
That is why, in addition to their own efforts it is worth using "other people's brains". A business plan includes many sections and calculations, research and knowledge, only with successful operation, with which success can be achieved.
The ideal option would be to study all aspects on your own. To do this, it is not enough to sit and read the relevant literature. It is worth changing the circle of contacts, turning to courses and trainings, finding specialists for consultations on certain issues. That's the only way really figure it out in the situation and dispel all your doubts and delusions.
A business plan is worth writing for many reasons, however home is a clear algorithm of actions by which you can quickly get from point A(your current position, full of hopes and fears) to point B(in which you will already be the owner of your own successful business stable and regular income). This is the first step towards fulfilling the dream and the confident status of the middle class.
If you still have questions, then perhaps you will find the answers to them in the video: "How to write a business plan (for yourself and investors)".
That's all we have. We wish everyone good luck in business! We will also be grateful for your comments on this article, share your opinions, ask questions on the topic of the publication.
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Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.
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* Calculations use average data for Russia
Step 6: Preparing the Market Analysis Section of the Business Plan
Any business plan should have a section describing the target market, analyzing its general trends and conditions, and determining how these trends affect the results of your operations and the profits of the new company.
If you are a professional marketer with great experience work, then this part of the work will not cause you any difficulties. For everyone else, we provide detailed recommendations with illustrative examples.
Market characteristics
First of all, collect as much information as possible about the current market situation, the main industry trends, forecasts and prospects for its development. Investors are interested in the size of the market you are going to enter with your products - regional, Russian, CIS or worldwide, the level and trends of the industry, price dynamics over the past five years.
Answer the question, what are the sales trends of your main products or services in the market over the past five years? Describe what projections the trend analysis makes for the next five years and indicate sources of information. Describe how these changes may affect your company's operations in the future.
For example:
The industry engaged in the production of goods or the sale of a product or service in ____ showed rapid growth from ___ rubles. up to ____ rubles, which is ___% for ___ years.
According to data from specialized publications (research companies, trade organizations, reports, marketing agencies), over the next ___ years, the market is expected to increase by ___%. As expected, by the end of ___ the volume of the industry will be ____ million rubles.
The most promising and rapidly developing segment of the product or service market is ____, which allows us to consider this direction as optimal for opening a new type of business.
The level of attention to be given to market and industry analysis in your project depends on size and prospects of your enterprise.
Of course, if you are going to open a shoe repair shop on your street, it is hardly worth describing in detail the volumes and forecasts for the development of the global market for such services.
However, even if your business will cover only a district or city, assessing the situation in this area on a large scale will not only add solidity to your business plan, but will also allow you to assess the prospects for expanding the company, developing new areas of work in the future, and the range of goods and services offered.
Ready-made ideas for your business
If your business does not require large investments and/or you do not have accurate data for a new industry, then you can do without deep analysis, accurate data and references to authoritative sources. Moreover, you can use your own estimates and forecasts of the situation based on your research.
For example:
Since the product we offer appeared on the market relatively recently, and the market for its sale is just beginning to form, it is rather difficult to accurately estimate its sales volumes for the next few years. The size of potential sales can range from ___ to ____ rubles. However, it is safe to say that the market is expected to grow rapidly.
At the moment, sales in monetary terms are increasing by ____% annually, and the number of products sold is growing by ___ units per year. Growth slowdowns are not expected over the next few years.
Moreover, since the market is just beginning to develop everything a large number large manufacturers, then experts predict a further increase in sales by ____% per year.
In a business plan for large enterprises, it is necessary to describe what market share the company will be able to take and assess its export potential (plans for the business to go outside the country).
Here it is worth mentioning the specifics of the chosen industry (entry threshold, seasonality factor), as well as the special goals of your presence in the market, if any.
When evaluating market share, try to be as objective as possible and do not wishful thinking. To do this, justify your forecast with the results of your research and expert assessments.
Determine the total size of the market, its growth rate, the size of the market in one year, three years, five years, the percentage of profits you expect to receive in one year, three years, five years, and the percentage of profits that competitors have.
For example:
According to the data obtained by __________, the local / regional / federal / international market for a product or service generates annual sales in the amount of ____ rubles. (dollars or euros). According to our estimates, the company _________ will be able to take ____% of the market over the next ___ years.
Characteristics of product consumers
Determine if your target market is consumer or industrial (called B2B market - "business to business").
If the product or service you are offering is intended for end users, then provide their age characteristics, education level, family composition, gender, income level, describe their lifestyle, professional activities, general needs, purchasing behavior.
For example:
The target audience of our company includes men and women aged ___ unmarried (married / having children), with secondary vocational / higher education, with an income of _____, working on a full-time basis (part-time / unemployed / students / pensioners).
They reside in major cities(suburbs/medium and small cities/districts) tend to read ____, listen to ____, watch ____ and frequently (occasionally/rarely) use the Internet.
Describe the factors that guide your potential customers when buying products or services similar to yours. If your product is already on the market, or if market research and focus group testing have been conducted, include in your business plan their results and the opinion of potential buyers about the goods and services offered.
Marketing strategy
An effective pricing policy is an important factor in the success of an enterprise's marketing activities. In this section of your business plan, give the calculation and justification for the prices you set for goods or services.
The prices you set for your products will directly affect your sales volume and profit margins. To determine your pricing policy, you need to set goals, develop a pricing system that takes into account all the costs of the enterprise, choose a pricing strategy to create a presence in the market.
For example:
Before pricing our product, we calculated the cost per unit. We then studied the prices of similar products on the market.
If our product had an average market price, and its sales were the minimum predicted volume, the company would make a profit of ___ in ___ days/months/years.
But since the product we have developed has additional unique characteristics, including _____ (versatility, reliability, long term services, etc.), then we considered it possible to set a price for it ___% higher than the average market price.
Before approving the cost, we conducted a survey among potential users of the product. The questionnaire included questions about the benefits associated with additional product features and the demand for new features.
Thus, we found out whether the established price is acceptable to consumers.
According to the results of the study, it turned out that 50% of the respondents showed interest in the new product and considered its price fair. 20% of this group have already sent orders for our products. Thus, our proposed system of pricing and discounts for the product is _________.
Attach a price list to the business plan, if you already have it approved.
Describe the sales distribution system currently and the planned distribution pattern in the future. The secret to good distribution is simple: you need to get your products and services to the people who need them in right time, in the right quantity and at minimal cost to you.
The traditional distribution scheme includes sales to consumers directly, through agents or a network of distributors, through a wholesaler or retailer. The volume of sales through each of these channels depends on the number of consumers your product is aimed at, the concentration of the market, the price and complexity of the product, financial resources and the need for control.
For example:
The company's main distribution channels are ____. We chose to use channel A because its target market has similar characteristics to our potential customers. Channel B was chosen by us for the reason that it has exclusive rights to trade in the market of this region. Channel B provides a high quality customer experience and has the widest market coverage in the region.
Now you need create a marketing plan for your product, which covers the promotional tools you intend to use, sales promotion, service and warranty, and public relations.
Write about what you want to convey to your customers and / or about the possible topics of advertising messages. List the advertising media you plan to use and explain why you chose those media.
For example:
During the period of seasonal promotions and sales, we will ______. For special events, our company will use the services advertising agency to develop the entire concept of an advertising campaign or individual materials.
When choosing an agency, we plan to pay special attention to its professionalism (experience in related fields, client base, creativity, etc.).
Sales promotion is a combination of several activities provided by the promotion plan. the main objective sales promotion is to improve the wholesale and retail sales of products.
For this, methods such as selling through catalogs, distributing flyers with information about promotions, decorating shop windows and expositions on the trading floor, placing banners and signs (that is, everything that is not directly related to advertising, but contributes to sales growth and awareness) are used. your company).
This also includes participation in trade shows and demonstrations.
Describe your company's special promotions or offers that could increase sales of the products or services offered. Specify the duration and frequency of these offers, their target audience and ways to inform potential buyers about them.
For example:
In order to increase the sales of our products or services, we plan to organize the following Special offers and promotions (discounts, special events, exclusive offers, discount card system, sales, distribution of free trial products or services, contests, charity events).
These events will be held weekly (daily, monthly, every three months, every six months, during sales downturns) and will last an average of ___ days. We plan to inform our customers about the next promotions with the help of _____.
The direction of Public Relations (public relations) is closely related to the others, but is usually considered as a separate component of promotion.
This includes issuing and distributing press releases, holding press conferences, participating in radio and TV programs, attending various public and commercial events, and creating other favorable informational occasions that will attract the attention of the public and the press.
For example:
The main purpose of our public relations activities is to increase general public awareness of our products and/or services.
In addition, we plan to emphasize our competitive advantages and inform potential customers about the latest trends and new developments of our company and the entire industry as a whole.
As part of the ongoing PR campaigns, press releases, test samples, multimedia products are sent out, publications are initiated in the media, interviews are organized with top officials of the company, product reviews are prepared and press conferences are held.
Often this section contains information about the service and warranty service that you offer to your customers. Do not copy data from the previous section. Try to present these services as an additional competitive advantage that will attract the attention of consumers.
For example:
Usually, average term warranty service for this species item is one year. We are confident in the high quality of our products and extend the warranty period to two years.
Characteristics of competitors
Description of the competitive environment is an integral part of any business plan. Indicate who your direct and indirect competitors are. Assess their market share and profit margins. Analyze their strengths and weaknesses, describe what technologies and equipment they use, what promotion methods they prefer, what kind of staff they have, what kind of response you can expect from them after your product is launched on the market.
It is quite possible to conduct such a study on your own. Look for information in directories and industry publications, talk to customers (including former ones) of a competitor company, conduct a survey among buyers, carefully study competitors' products, pay attention to their advertising and promotion methods.
For example:
Our main competitors in the product or service market are companies A, B and C. Competitor A is known for its aggressive pricing policy.
Competitor B has developed and implemented the most efficient service plan. Competitor B has been in the market longer than others and has a favorable reputation and a large number of loyal customers. However, none of the competing companies expands the range or offers additional services.
Our direct competitor in the region is _________________ located in _______.
It has the following advantages: advantageous location (located at the intersection of major transport interchanges, close to suppliers), competitive prices, fast delivery, competent managers.
The disadvantages of a competing company include not high level service (complaints from customers about a long repair period under warranty), outdated equipment, lack of affiliate programs, etc.
Here you can also describe your main competitive advantage by comparing your offer with the offers of other companies.
For example:
Despite the fact that our company is still unknown in the market, we have two distinct advantages compared to our competitors.
We buy goods in large quantities, which allows us to reduce the cost of a unit of production and transportation costs and, therefore, set a lower retail price for the goods than competitors.
We also offer the highest level of customer service, we offer free phone information service, we carry out sales through our website and regularly hold promotions and sales.
Technical Specialist |
|
Investment Specialist |
|
Financier |
|
Lawyer |
|
HR-, PR-, GR-, IR-specialists |
|
Marketer |
|
Having determined the points of responsibility for providing detailed information, let's move on to describing the general sequence of assessment business plan effectiveness. Experience shows the effectiveness of the analysis, determined by the following steps:
preliminary expert assessment;
marketing analysis;
technical assessment;
financial assessment;
institutional analysis;
risk assessment.
Implementation of a preliminary expert assessment of the business plan
On the this stage the assessment of the state of the sector of the economy set out in the business plan (the first parameter of the assessment), to which the organization that submitted the business plan belongs, and the position of the organization within the industry (the second parameter of the assessment) are checked.Analysis of the state of the sector of the economy is carried out by referring it to one of the following provisions:
germinal;
developing;
mature;
grown old.
The second parameter involves assessing the competitiveness of the organization within the industry, by referring it to one of the following provisions:
dominant;
strong;
favorable;
unstable;
weak;
unviable.
When comparing the obtained parameters, a matrix is formed life cycles organizations.
State of the industry/assessment of competitiveness | germinal | developing | aged |
|
dominant | ||||
favorable | ||||
unstable | ||||
unviable |
Projects from among the promising ones will be in the upper columns of the matrix, on the left side. If you are at the bottom right - the project is unsuccessful.
Marketing Analysis
The purpose of analyzing the commercial viability of a business plan is to study the following questions:Will the organization be able to sell the product of the business plan under review?
Will the company receive a sufficient amount of profit from the sale of the product?
Is the project compatible with internal and foreign policy states?
If the answer to at least one of these questions is negative, the business plan is subject to rejection.
Implementation of a technical assessment of the effectiveness of the business plan
At this stage, the correctness of the conclusions made in the business plan on the following issues is determined:On the application of technology suitable for the implementation of the project;
on the analysis of regional conditions, including in terms of price and availability of materials, energy, labor resources.
Implementation of a financial assessment of the effectiveness of the business plan
Implementation general algorithm carrying out a financial analysis of a business plan is a real school of business:Assessment of the financial position of the organization during the previous 3-5 years of the organization's operation;
project payback assessment.
Assessing the payback of the project, within the expected period of its implementation, an analysis of the planned cash flows is carried out. These volumes should cover the size of the total investment.
From the point of view of financial parameters, the project can be accepted if the total cash flows generated from the issue of securities provide coverage of the required rates of return.
The economic efficiency of capital investments is analyzed by the following methods:
- The method of assessing the payback period of investments:
where PP is the payback period, years;
I0 - initial investment;
CFt - net cash receipts from sales investment project in year t.
- Method for determining the average annual profit:
Where T is the duration of the investment period;
Рt is the cost estimate of the results obtained from the project during the period of time t;
Зt - total costs of the project during the period of time t;
m is the number of intervals during the investment period.
A business plan can be considered economically attractive if this parameter is positive.
- Simple rate of return on investment (ARR) method:
where EBIT(1-H) is income after taxes, but before interest payments, equal to the product of income before interest and taxes (EBIT) and the difference between the unit and the income tax rate H;
and - the value of assets at the beginning and end of the period under review.
- Net income method (NV) (net value, NV):
where: D - total income for the project;
З - total costs of the project.
- Net present value method (NPV):
where E is the desired rate of return (discount rate);
I0 - initial investment of funds (investment costs),
CFt - pure cash flow at the end of period t.
- The method of assessing the return on investment:
- Internal rate of return (IRR) method:
The issue of assessing the quality of tools for determining economic efficiency is the subject of numerous scientific discussions. In the most general and simple form, the system of parameters for selecting an appropriate business plan option can be represented as follows:
Acceptable values of the payback period are characterized by a period shorter than the billing period and shorter than the return on investment;
if NPV>0, then the project is effective and can be accepted: the higher the NPV value, the more effective the business plan;
if the value of the profitability index PI>1, then the project is effective;
if the value of the indicator IRR> discount rate, then the project is expedient.
Implementation of institutional analysis
As part of the institutional analysis, the possibility of successfully implementing a business plan is assessed, taking into account organizational, legal, political and administrative factors.The assessment of the influence of internal factors is carried out within the framework of the following blocks:
1. Management Capabilities:
experience and qualification indicators of the first persons of the organization;
motivation of top managers;
factors of compatibility of top managers with the goals of the business plan.
2. Opportunities of labor resources.
3.Capability organizational structure organizations with a thorough review of decision-making processes and delegation of authority.
Performing a risk assessment
The following types of risk are consistently assessed:Production - associated with the possibility of non-fulfillment of obligations to consumers of products;
financial - related to the possibility of default on credit obligations;
investment - associated with the possibility of depreciation of investment and financial portfolios;
market - associated with the possibility of fluctuations in prices, rates and exchange rates;
political - associated with possible losses from political changes.
The algorithm for analyzing the degree of influence of business plan risks is implemented according to the scheme:
The outcome of the risk analysis is a description of the uncertainties inherent in the business plan. Further carried out evaluation of the effectiveness of the business plan for the limit values of each risk parameter, the NPV and IRR indicators are calculated for various conditions for the implementation of the business plan.
The next step is to analyze the scenarios for the implementation of the business plan:
optimistic;
standard;
pessimistic.
Only a pessimistic scenario can be taken as the basis for the conclusion about the possibility of successful implementation of the business plan.