The cover of the proposal template can provide the following information:
(1) Name of the plan; 2 plan customers;
(3) The name of the planning organization or planner;
(4) Planning completion date and planning applicable time period.
catalogue
I. Overview
Second, the market analysis
Three. target
Fourth, marketing strategy.
5, 4P combination strategy
Action plan of intransitive verbs
main body
The main body of the planning book mainly includes:
I) Planning purpose
In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.
2) Analyze the current marketing environment.
1, current market situation and market prospect analysis:
1) The marketability, actual market and potential market situation of the products.
2) Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.
3) Consumer acceptability, which requires planners to analyze the product market development prospects with their own information.
For example, the planner's analysis of DENNET's entry into the market in the marketing advertising planning case of a brand of mouthwash "DENNET" in Taiwan Province Province is quite wonderful. For example, in the analysis of product market growth, it is pointed out that: ① the good performance of similar product "Li Shidelin" shows that "Germany" has less risk of entering the market. ② Another similar product "Su" was widely accepted, indicating that "Li Shidelin" was defective. (3) Mouthwash belongs to family members' products and has a great market. (4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.
2. Analyze the influencing factors of product market.
This paper mainly analyzes the uncontrollable factors that affect the product, such as macro-environment, political environment and residents' economic conditions, such as consumer income level, consumption structure change and consumption psychology. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, the influence of technological development trends should be considered in marketing planning.
3) Analysis of market opportunities and problems
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.
1. Analyze the current marketing situation of products. The specific problems existing in general marketing are manifested in many aspects:
The company's reputation is not high, and its poor image affects product sales. The product quality is not up to standard, the function is not complete, and it is left out by consumers. The product packaging is too poor to arouse consumers' interest in buying. Improper product price positioning.
Poor sales channels or wrong channel selection hinder sales. The promotion method is not good, and consumers don't understand the products of the enterprise. Poor service quality makes consumers dissatisfied.
Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.
2. Analyze the advantages and disadvantages according to the product characteristics.
Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
4) Marketing objectives
The marketing goal is the specific goal that the company wants to achieve on the basis of the previous goals and tasks, that is, in the process of implementing the marketing planning scheme, the economic benefit goal is achieved: the total sales volume 10000 pieces, the estimated gross profit 10000 yuan, and the market share is achieved.
V) Marketing strategy (specific marketing plan)
1, marketing purpose:
General enterprises can pay attention to the following aspects:
Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.
Pay attention to the main consumer groups of products.
Establish a wide range of sales channels and continuously expand sales areas.
2. Product strategy: Through the analysis of the opportunities and problems in the previous product market, put forward reasonable product strategy suggestions, form an effective 4P combination, and achieve the best results.
1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.
2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.
3) Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.
4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.
Based on cost, with the price of similar products as reference. Make the product price more competitive. ? If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.
4. Sales channels. What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.
5. advertising.
1) principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect. ? (4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.
2) The implementation steps can be as follows:
(1) product image advertising in the early planning period. (2) After the sale, timely launch the advertisement of wanted agent. (3) put promotional advertisements before holidays and major events. ④ Seize the opportunity to conduct public relations activities and reach out to consumers. ⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.
6. Specific action plan.
According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
VI) Budget of various expenses of the planning scheme
This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.
VII) Program adjustment
This part is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.
The activity flow of Fan Wener's debate contest;
I. Background and purpose of the event
The main purpose of this debate competition is to enrich the after-school life of all students in higher vocational colleges, enliven the campus atmosphere, open up new ideas, reflect the energetic and positive mental state of college students and the spirit of students striving for progress and surpassing themselves, cultivate debating talents, and improve students' thinking, audio-visual, verbal and teamwork abilities in line with the principle of fair competition and striving for the first place.
Two. Activity introduction
Think about the wealth of youth and argue about the depth of life.
Third, the activity process
1. Participants: 12 students, (12 and 10 students can register voluntarily).
2. Registration method: freshmen of 12 organize their own debates to select pre-debaters, and hold a meeting with the monitor of 12 on February 4. April 4 12, notice 10 shift.
3. Choice: April 20th afternoon1:4th floor, Building 30A.
4. Activity time:
5. Location: to be determined
6. Competition system: four to four teams debate.
7. Timetable:
1, preliminary round: April 20th (Thursday)
2. Final: April 25th (Tuesday)
8. Debate procedure (executed by the debate chairman)
1. The chairman welcomed the audience, judges and guests and declared the competition open.
2. The chairman led the debate and introduced the participating teams and their positions in this competition;
3. The chairman introduced the judges and guests of this competition in turn;
4. The chairman read out the rules of the game;
5. The chairman invited the debate to start in a positive way, and the debate officially started;
6. After the debate session, the chairman invited the judges to ask questions;
7. The audience asks questions;
8. Comments by the judges
9. When the judges commented, the staff received the results of the competition (the best debater and winner) from the judges and delivered them to the chairman;
10, the chairman read out the best debater and champion of the competition;
1 1. The chairman gave a thank-you speech to the judges, guests and audience, and declared the competition over;
12, exit, the staff cleaned the site, packed the goods, and the person in charge counted the goods.
9. Principles and precautions of the debating competition
1, the content of the debate must conform to the school rules and discipline, and be healthy and progressive.
2. Do not make any personal attacks such as abuse and framing during the debate.
3. Each team must have a team leader, and each team will send four players to play for the first, second, third and fourth debates respectively. During the competition, each player is required to dress neatly and pay attention to gfd.
4. Don't interrupt others at will during the debate;
5. Respect the judgment of the chairman and the judges;
6. Deduction of non-standard Mandarin;
7. In the debate, the debater can use props, charts and objects as auxiliary means to strengthen his statement, but the size should not be too large to avoid being blocked.
8. In every match, the position of the debater cannot be changed.
10, competition requirements
1. The team leaders and team members of each participating team carefully read the scheme of this debate and get familiar with the relevant schedule.
2. Each team will arrive at the competition site 20 minutes before the start of each competition, so as to facilitate the overall arrangement of the competition by the Science and Technology Innovation Department and the smooth preparation of each competition.
Please make careful preparations before each competition to help the debater play the best level in the competition.
The timekeeper will remind the time with a yellow card or a red card on the opposite side of each team. And is provided with a timer prompt. At all stages of the game, a yellow card indicates that the remaining 30 seconds have been used, and a red card indicates that the debater has used up the time. The debater must stop speaking and sit down immediately, otherwise, points will be deducted as appropriate.
5. Abide by the discipline and rules of the competition, obey the arrangement of the staff of the conference and respect the judgment of the judges. If you have different opinions, please contact our department after the game.
1 1. Site arrangement:
(1) Participants: one chairman; Debate on both sides; Three judges; Two timekeepers and two timekeepers (using timekeepers and calculators); Two on-site supervisors (one for timing and one for scoring); Some stadiums have journalists and propagandists; Business etiquette team etiquette. The chairman, timekeeper, supervisor, team leader and debater should be present 30 minutes in advance.
Plan Template Fan Wensan Website Financing Business Plan Template:
1. Basic information of the company (company name, time of establishment, registered area, registered capital, main
Shareholders, share proportion, main business, sales revenue in recent three years, gross profit, net profit, company location, telephone number, fax number and contact person. )
2, the main management personnel (name, gender, age, place of origin, education/degree, graduation school,
Political views, years in the industry, major experience and business performance. )
3, product/service description (product/service introduction, product technical level, product novelty, first.
Aggressiveness and uniqueness, competitive advantage of products. )
4. R&D (existing technical achievements and technical level, technical level of R&D team, competition situation)
Force and foreign cooperation, R&D has invested funds and future investment plans, as well as the incentive mechanism for R&D personnel. )
5, industry and market (industry history and prospects, market size and growth trend, industry competitors.
And the company's competitive advantage, the market sales forecast for the next three years. )
6, marketing strategy (in price, promotion, the establishment of sales network and other aspects of the proposed strategy and its
Operability and effectiveness, the incentive mechanism of sales staff. )
7, product manufacturing (production mode, production equipment, quality assurance, cost control. )
8, management (organization, employee stock ownership, labor contract, intellectual property management, personnel planning. )
9. Description of financing (capital demand, purpose, use plan, shares for sale, investor rights,
Exit mode. )
10, financial forecast (sales revenue, profit, return on assets in the next 3 or 5 years, etc.). ).) 1 1, risk control (possible risks in project implementation and control measures to be taken. )
Format and content requirements of business plan
I. Basic information of the company when it was established
Registered capital and its changes (legal person code, tangible capital, intangible capital)
Nature and business scope of the company (whether there is franchise); Current assets (total assets, total liabilities and net assets, sales revenue and net profit of the previous year) in proportion to shareholders and shares; Information on subsidiaries, joint ventures and affiliated companies of the Company; Industry of the company; The company's development strategy and the company's development purpose, short-term and long-term goals.
Second, products and services
Main products of the company; The uniqueness of the product; Whether the product has been appraised by the government or relevant departments of the industry (providing information); What awards or honors the product has won; Whether the product applies for intellectual property protection (patent, trademark, copyright); Production situation of existing production equipment; Need to increase the equipment and implementation plan; Whether the company is still preparing the development of other products; Detailed description and control of production cost
Third, the management of the company.
The organizational structure of the company (drawing the structure chart); Gender, age, native place, education background, degree, graduate school, working years, working years in the current industry, achievements, etc. The main management personnel of the company; The company's incentive mechanism for key managers and technicians; Whether the company employs external managers (accountants, lawyers, consultants and experts); Explain the intellectual property rights, exclusive rights and franchise rights of the company; Explain the company's business secrets, technical secrets and other protective measures; A description of whether the company has related business and family management problems.
Four. Industry and market analysis
The history, present situation and future development trend of the industry to which the company belongs; Company products are upstream, midstream or downstream products in the industry; What is the market capacity of the company's products in the industry segment market, increasing or decreasing at the rate of% every year, and the actual market sales volume reaches% of the market capacity every year, and this demand increases or decreases at the rate of% every year; At present, the company's annual sales revenue accounts for 10% of the actual market sales share.
Verb (abbreviation of verb) Market competition and marketing strategy
Who are the competitors in the market where the company's products are located, what is their market share and what is your company's market share; What are the unique features of the company's products compared with those of competitors? Are these unique features useful to customers? Whether the uniqueness of the company's products can be imitated by competitors, and whether the company takes practical measures to protect its product characteristics; If the company's products are not unique in technology, design or other aspects compared with competitors' products, what effective measures will the company take to compete with competitors, whether the market share of your products can increase due to competition, and how much it is expected to increase after competition; Who are the customers of the company's products, their distribution and how do they know about your products; What marketing methods does the company use (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 cost; Prepare to expand into these new markets; Market preparation for launching new products; Several existing big customers.
Research and development of intransitive verbs
The number of existing technical developers in the company; What development equipment does the company have? The technical level of the company's existing products (advanced and leading at home and abroad); The technical level and management ability of the technical director; Compared with other enterprises in the same industry, the income level of your company's technicians; The annual turnover rate of technicians is%; What measures does the company take to protect key technologies? The company's annual investment in technology development accounts for 80% of its sales revenue.
Seven. production process
Place of production; Is commissioned production or self-production; Whether the supply of raw materials can be guaranteed, several suppliers have been selected; What is the performance and quality of production equipment? Whether the maximum production capacity of production equipment can meet the needs of market growth; Whether the traffic conditions are convenient; Surrounding production facilities; What production management systems have been adopted, whether they are perfect and how they are implemented; Test equipment; Yield, repair rate, reject rate, etc. ;
Eight. Capital requirement and financing scheme
Capital demand plan: the amount of funds needed to realize the company's development plan and the timeliness of capital demand; Use of funds: (specify and list the use of funds); Financing plan: a description of the investors the company wants and the shares it holds; Other sources of funds: such as bank loans;
Nine. Project implementation progress
The planned progress of the project implementation and the corresponding fund allocation; Timetable.
X. financial plan
Current balance sheet of assets and liabilities; Monthly sales revenue forecast for the first year 12 months; 3-5 years sales revenue forecast; In the above data, the actual payment forecast; Sales expense forecast for the above months and years; Financial expense forecast for the above months and years; Forecast of management expenses for the above months and years; Other cost forecasts for the above months and years; Monthly cash flow statement for the first year 12 months; 3-year cash flow statement; Balance sheet for 3-5 years; Calculation of investment payback period; Break-even calculation; Conclusion.
XI。 Risk factor
Please explain in detail the risks that may be encountered during the implementation of this project and put forward effective risk control and preventive measures.
Technical risk; Market risk; Managing risks; Financial risk; Other unforeseeable risks;
Twelve. Exit mode of investor's share repurchase
According to the analysis of the business plan, the company should explain the implementation of the share repurchase plan to investors.
Profit dividend: investors can recover their investment through the company's profit dividend. According to the analysis of this business plan, the company should explain the implementation of the equity profit dividend plan to investors.
Stock listing: according to the analysis of the business plan, analyze the possibility of listing the company and explain the preconditions for listing.
Equity transfer: investors can recover their investment through equity transfer. Description of transferring the company's equity to investors.
Thirteen. others
Point out three investment referees outside the company.
The telephone number and contact person of the largest supplier of spare parts and raw materials, the telephone number and contact person of the largest distributor, the telephone number and contact person of the company's largest settlement bank, the lag period of the company's receivables and the company's due date.
Detailed resume and recommendation letter of the general manager of the company.
Fourteen appendix
Media coverage of the company's products; Samples, pictures and descriptions of the company's products; Other information about the company and products.
I recommend it carefully.