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创业如何编写商业计划书 – 译学馆
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创业如何编写商业计划书

How To Write A Business Plan | How To Start A Business

如何开始创业
How to start a business
(真实世界里的真实创业)
(A real business in the real world )
第一讲 计划你的生意
Episode1:planning your business
好莱坞 电视 Gurus网
Hollywood,television, internet”Gurus”
它们一直在欺骗你
They’ve been lying to yo
网络致富很容易!
It’s easy to get rich online!
500美金一天 一天工作1-2小时!
$500 a day,working 1to 2hours a day!
谎言
Lie
50%的创业在第一年里就会失败
50% of the Business fail in the first year,
80%的创业在5年内失败
and 80% fail within 5 years
谎言
Lie
据小型企业管理局统计
According to Small Business Administration(SBA),
70%的新企业能维持2年 大约一半能保持5年
70%of new businesses last at least 2 years, and about half survive five years
那么如何把它变成一家企业?
So how do you becom one of the businesses that make it?
你需要一个好计划!
You need a good plan!
嗨 我是伊恩·戈登
Hi. I’m Ian Gordon,
StartupDaddy网站 Startup Daddy播客的作者
the host of the Startup Daddy podcast online at StartupDaddy.com.
本次的主要内容是
The bottom line is that
你希望能有最好的机会让新业务获得成功
you want the best chance for success with your new business
为此你需要一个好计划
and to do that you need a good plan.
我们每天都受到电视和电影的轰炸
We are bombarded on a daily basis by TV and movies
让你感觉所有你需要的东西都是一个好主意
that make it seem like all you need is a great idea to make it big.
看这个是不是很熟悉
See if this looks familiar.
尼克·范德帕克曾经是个居家男人
Nick Vanderpark was a family man,
也爱做白日梦
and a dreamer.
喷雾壶 知道吗?
A spray can, see?
用它对着狗便便喷
And you spray it on dog poo,
便便就不见了
and the poo disappears.
那是个非常棒的发明
That is an awesome invention.
这不是发明 是点子
It’s not an invention, it’s an idea.
但这一次
But this time,
尼克可能会做点什么
Nick may be on to something.
我给它起了个名字 Vapoorize
I got a name for it. Vapoorize.
它很像vaporize 只是加了个o
It just like vaporize only you add an “o”
所以中间就变成了poo
so you got “poo” right in the middle.
不管是哪种狗 让我们一起面对它
No matter what kind of dog you have let’s face it.
它们身上都蕴含着商机
They all have to do their business.
一个喷雾器 问题就解决了
One spray, problem solved.
Vapoorize
Vapoorize.
尼克得到了比他梦想的还要多的东西
Nick’s got more than he ever dreamed out.
我们有那么那么那么那么多
We have so so so so so so much.
嗨 蒂米来看看这个
Hey, Timmy check this out.
你可能还没看过这部电影
Now you may not have seen this movie
叫做《嫉妒的方式》
what’s called “Envy by the way”.
又或者不是 你已看过很多像这样的
But if not, you’ve seen a lot like it,
那点子不会让你变得富有
ideas don’t make you rich.
我不想告诉你 但是好点子完全没什么用
I hate to tell you, but great ideas are totally useless.
成败与否是看规划
It’s the ability to formulate and execute a plan
和执行计划的能力
that separate success and failure.
执行的能力
The ability to implement.
任何写过商业计划书的人
Anyone who has ever written a business plan
会告诉你制作计划的过程
will tell you that the process of creating the plan
是其中最有益的部分
is the most beneficial part of having one.
通过调研以及明确自己的想法
Going through the research and having to articulate your ideas
即使它只是作为一个内部文件
even if it’s only for you as an internal document,
也真能帮你专注于这些特别的步骤
really helps you focus on the specific steps,
这对成功而言十分必要
necessary for you to succeed.
就像艾森豪威尔所说
Like Eisenhower said
“计划不值钱但是计划的过程十分必要”
“plans are worthless but planning is essential.”
现在也无需工商管理学硕士或昂贵的软件
Now you don’t need an MBA or expensive software
来制作商业计划书
to make a business plan either,
像大多数事情一样 这只是一个了解步骤的问题
like most things, it’s just a matter of knowing the steps.
我在StartupDady.com网站上提供了免费模板
I give away free templates on StartupDady.com.
如果你还没有下载它
So if you haven’t done so already,
暂停视频 去那里看看
pause the video and go over there now.
只需注册一个时事通讯账户就能
Just sign up for the newsletter and you can download
免费下载模板
the templates for free.
它们基本上是Word和Excel文档
They’re basic word and excel documents
这样能兼容标准软件
that are compatible with standard software,
如MS Office或Google Docs
like MS Office or Google Docs.
前往网站然后下载模板
Go ahead and do that now.
好了 回到执行部分
Okay so back to implementation.
回到70年代
Back in the 70s,
丰田还是一个笑话
Toyota was a joke,
没有一个美国人想买他们制造的廉价汽车
they made cheap cars that no one in America wanted.
接着油价上涨了
Then the price of gas went up
突然间 每个人都想要一辆油耗更少的车
and suddenly everyone wanted cars that had better gas mileage.
这为日本制造商如丰田 本田
This created a window of opportunity for Japanese manufacturers
创造了机会的窗口
like Toyota and Honda.
他们造车并没有惊人的技术或更好的设计
They didn’t have superior technology or better designs for cars
而是因为他们能制作并执行一个增长计划
because they were able to create and execute a plan for growth
比通用 福特和克莱斯勒要好
better than GM, Ford and Chrysler.
40年后
40 years later,
丰田成为世界上最大的汽车制造商
Toyota is the largest automobile manufacturer in the world,
而克莱斯勒和通用则破产了
and Chrysler and GM are bankrupt.
现在你正在网上看着这个视频
Now you’re watching this on the internet,
所以你可能会在这个地方
so chances are that somewhere along the way you’ve
看到这些企业家的生活方式
been presented with these images of the entrepreneurial lifestyle.
像《4小时工作周》这样的书
Books like “The 4-Hour Workweek”
如果能让好主意
if helped perpetuate the myth that
和一些廉价的离岸帮助的神话延续下去
with a good idea and some cheap offshore help.
你就会变得富有 每周有几小时坐在泳池边上工作
You can get rich and sit by the pool working a few hours a week
在这个想象里有许多错误的地方
There are a lot of things wrong with this image,
不仅是当他们在水池边时 没人会用价值
not just that no one would ever use their $2,000 laptop
2,000美金的笔记本电脑
while they were in the pool.
你最好把这样的想象抛开
But you better get these images out of your mind,
并且开始思考成为一个
and start thinking about what it really means
成功的小企业主意味着什么
to be a successful small business owner.
这就是撰写商业计划书的不同理由
So there are different reasons to write a business plan
你撰写计划书的动机会指示出
and your reason for writing the plan will dictate
商业计划所需的正式和详细程度
how formal and how detail the plan you’re going to need.
这首先是为你自己
The first is for yourself.
如果你想要一个好的规划方案
You want to have a good game plan going in
这将是你要做的最基础的
and this will be the most basic and informal plan
日常计划
that you’re going to do.
其次是为了吸引合伙人
The second would be to attract partners.
为了达到这一目的 就要证明自己
To do this, you want to prove that you have a great idea
拥有一个能解决巨大市场问题的绝佳主意
that solves a problem for a huge market
只要加入团队就能变得富有
and joining the team will make them rich.
为此 你需要更详细的计划
You will need a more detailed plan for this.
最后 还需要向投资者们证明
Lastly, to get investors you need to prove that
你已经做好前期工作了
you’ve done your homework.
已经了解了自己的产品以及产品的市场
You know your product and you know your market,
只要投入资金 这个特别的计划就能成功
and an investment to fund the specific plan for success
给投资者们带来财富
will make your investor rich.
如果这个计划是为你自己制定
If the plan is for yourself,
只含基本要素的商业计划书就能开始了
you can get away with just the basic elements of the business plan.
市场分析会将目标市场分解成
Market analysis will break down the different segments of your market
目标趋势和预期增长等不同部分
which segments you want to target trends and expected growth,
谁在竞争市场领导者
competition who the market leaders are,
这些内容都在这一行里
things along that line.
策略实施部分讲一讲
The strategy implementation section talks about
你的价值主张 竞争优势 定价策略
your value proposition,competitive edge, pricing strategy,
你特殊的市场以及销售策略
your specific marketing and sales strategy
你用来获利的最具体行为
what you’re going to specifically do to make a profit.
财务计划包含现金流转表 资产负债表
Your financial plan is the cash flow statement, balance sheet,
盈利 亏损和平本分析等
profit and loss and break-even analysis.
如果你只计划做其中的一项
If you were only going to do one of these,
现金流转表是最重要的一个
the cash flow statement is the most important one.
利润不是现金 现金就是现金
Profit is not cash, cash is cash.
现金流转表能统计出
The cash flow statement takes into account
消费者多久才会打算付你钱
how long customers are going to take to pay you.
你月度商业活动的
Your monthly expenses basically all the money
所有收入和支出费用
coming into and going out of your business
及发生时间
and when that’s going to happen.
只有做了这项工作
Only by doing this work and you get an idea of
你才能知道你需要做什么
what it was going to take for you to make it.
你必须知道需要花
You need to know how much money
多少钱才能过上你想要的生活
you’re going to need to have the lifestyle you want.
这将会告诉你 你的商业想法
And this is going to tell you if your business idea
是否会成为那种生活方式的基石
was going to fund that lifestyle.
现在你屏幕上的
Now the elements of a more
商业计划原理又增加了
traditional business plan are up on your screen now.
基本上 执行摘要分解了
Basically the executive summary breaks down
反对意见 任务 成功的关键
the objections, mission, keys to success.
在一个普通的商业计划中 这是首要的事情
It’s the first thing in a regular business plan
但却是你想做的最后一件事
but it’s the last thing you want to do.
它基本上总结了之后会详细展开的所有事情
It basically sums up everything that the plan later details.
那些所谓的VC以及投资者们
People will say that VCs and investors
基本上只看执行摘要
basically only read the executive summary
和最后的财务报表
and the financial statements in the back,
因此你最好确保这是
so you better make sure that this is a really good
你商业计划书的最好总结
summary of your business plan now.
一般要求只有一页
Tradition says that it should be one page
我觉得可以增加到两页来详细表述
I say that it can definitely be up to two pages.
它就像一份简历
It’s kind of like a resume,
在以前可能会说只能一页纸
back in the day they would say it had to be a one page document
但是今天人们比以前更频繁的更换工作
but today people change jobs a lot more than they used to.
所以多页的文档更合适
So a multi-page documents are more acceptable.
这也适用于执行摘要
It’s the same with an executive summary.
你想尽可能写得详细
You want to go into as much detail as you can,
你想用那些高亮横线打动他们
you want to hit them with all the highlights.
但你要采用简洁明了的方式来完成它
But you know do it in a succinct and brief way.
现在第二部分公司简介
Now the second parts the company summary
基本上分解了所有权
basically breaks down the ownership.
公司位置展现了
The company location is the formal picture of
公司的正式形象
what the company looks like.
产品和服务不言自明
Products and services speak for themselves
通常会尽可能的在此进行详细描述
and you’re going to go into as much detail here as you possibly can.
市场分析总结
The market analysis summary
分解目标市场
goes into the segmentation target markets,
需求 趋势 增长 产业分析
the needs, the trends, the growth, industry analysis
主要竞争对手 这些都属于那一行
main competitors ,things along that line.
策略以及实施摘要
Strategy and implementation summary
解析了我之前说的价值主张
breaks down the value proposition as I said before,
竞争优势 你自己
competitive edge, marketing strategies
定位的营销策略
where you’re going to position yourself.
价格策略和促销及营销
Your pricing strategy and promotions and marketing,
你具体的定价策略
your specific sales strategy,
然后做一些针对销售的远景预测
and then you do some forecasting as far as sales,
战略联盟和时间表
and strategic alliances and milestones.
当你计划做得更详细
When you plan to make specific,
你就会做得更多
you know breakthroughs along the line.
经营总结描述组织架构
The management summary talks about the organizational structure
及目前的管理团队
and the management team now.
对于我们中的很多人来说
For a lot of us that’s a one-line
这是一行一页的文件 自己是经理
one-page document, I am the manager
但你想分解具体的角色
but you want to break down what the specific roles are
这样人们就知道
so that people have an idea of
你的组织里有哪些漏洞
where the holes in your organization are.
即使你在寻找有漏洞的投资者
Even if you’re looking for investors having the holes isn’t the issue
只要你知道这些漏洞在哪里 这也不是问题
as long as you know where those holes are.
然后当然就像我之前说过的财务计划
And then of course the financial plan is like I said before,
盈亏分析的分解 盈利和亏损
the breakdown of the break-even analysis, profit and loss,
现金流转表以及资产负债表
cash flow statement and balance sheet,
这些是你将要处理的财务报表
these are financial sheets that you’re going to walk through.
如果你下载了我提供的模板
And if you download the templates that I provide,
里面有你所需的所有Excel表格
there are excel sheets that kind of walks you through the whole process,
它并不像你看到的那么复杂
it’s not nearly as complicated as it may seen.
肯定难不倒你
And you don’t want to let it intimidate you,
数学计算相当简单
the math is pretty simple.
这是你认为
It’s the actual projecting
销售走向的实际情况
where you think the sales are going to be,
那个有点难度
that’s a little more difficult.
附录是辅助文件部分
And the appendix is just a section of supporting documents,
任何已完成的调研或在
any research that you’ve done or reference material
计划初期引用的文件资料
that you referenced earlier in the plan,
都要放在后面并在附录里标注
you’ll put in them back and just label it the appendix.
更多关于撰写商业计划书的信息
For more information about writing a business plan
或任何开始创业的其他信息
or any of the other things it takes to start a business,
登录StartupDaddy.com
go to StartupDaddy.com,
获得免费商业计划书模板
get free templates for business plans
开始激动人心的贸易或创业
for existing businesses or startups.
就是这样 祝你创业好运!
That’s it for now, good luck with your new business.

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视频概述

一腔热血去创业,精神可嘉!然而想要生存下来,还是必须要有个计划,有的放矢比较好哦~

听录译者

ccz

翻译译者

小葵酱

审核员

审核员AF

视频来源

https://www.youtube.com/watch?v=x0y3VgjhGw0

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