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Report
 专业课项目作业(本质特点和电子商务运营模式+1-2个典
型案例介绍)——时间确定

1.网上百货零售的本质特点和电子商务运营模式研究 + The Future of
Shopping,Harvard Business Review 2011 Dec. (若能说清楚一个品类
(比如:服装)的供应链问题则更佳);

2.社会化电子商务本质特点和运营模式研究 + Harvard 2012
Case"Grameen Danone Foods Ltd., a Social Business" +
"iStockphoto.com-Turning Community into Commerce"

3.O2O电子商务的本质特点和运营模式研究+ (Christoph Zott, Raphael
Amit, and Lorenzo Massa,The Business Model: Recent
Developments and Future Research,Journal of Management, July
2011; vol. 37, 4: pp. 1019-1042)
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
4.business model最新书籍解读(共三章)
Mark W. Johnson, Seizing the White Space: Business Model Innovation for Growth and
Renewal, Harvard Business Press; 1 edition (February 22, 2010)
 Chapter 2: The Four-Box Business Model Framework-Radical Change as a Manageable
Process
 Chapter 3: Designing a New Business Model-Finding an Ordered Structure to Unlock
Creativity
Creating
a Winning
E-Business the Model-Taking a New Business Model into Action
 Chapter
4: Implementing
Second Edition, Chapter 3
1
Creating a Winning E-Business
Second Edition
Creating an E-Business Plan
Chapter 3
Learning Objectives
 Organize a business plan
 Prepare an executive summary
 Write a mission statement
 Prepare a marketplace analysis
 Create operational, financial, and management
plans
Creating a Winning E-Business
Second Edition, Chapter 3
3
Learning Objectives
(continued)
 Understand legal forms of businesses
 Describe e-business partnerships
Creating a Winning E-Business
Second Edition, Chapter 3
4
Creating a Winning E-Business
Second Edition, Chapter 3
5
From Bridesmaid to
E-Business
 Read the opening case
 We should keep in mind Jenny Lefcourt and
Jessica DiLullo and their efforts to create an
effective business plan.
Creating a Winning E-Business
Second Edition, Chapter 3
6
E-Business Plan Organization
 A e-business plan is used to seek funding for an
new or existing e-business.
 It serves as a “Blueprint” for operations after the
business is founded.
 Developing a plan takes time effort and thought.
 Many sources of help for the e-entrepreneur.
Creating a Winning E-Business
Second Edition, Chapter 3
7
Business Plan Organization
(continued)
 Business plan components
–
–
–
–
–
Cover sheet and title page
Table of contents
Executive summary
Business description
Vision/mission statement
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Business plan components (continued)
–
–
–
–
–
Information on products/services
Industry, customer, competitor analyses
Operational, financial, and managerial plans
Identification of critical risks
Exit strategy
Creating a Winning E-Business
Second Edition, Chapter 3
9
Business Plan Organization
(continued)
 Cover sheet
– Title of document and preparer’s name
– Plan copy number
– “Confidential” notation
 Title page
– Cover sheet information and
• Contact numbers
• Key team members’ names
• Name of person receiving the plan
Creating a Winning E-Business
Second Edition, Chapter 3
10
Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
11
Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
12
Business Plan Organization
(continued)
 Table of contents
– Lists all the major sections and subsections of the
plan
– Prepared after rest of plan is complete
– Carefully checked for omissions and page
number errors
Creating a Winning E-Business
Second Edition, Chapter 3
13
Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
14
 Read the “An Evolving E-business Plan” case.
 Discuss the following questions:
– What was the original e-business idea that
became the Round Table Group?
– Why did the Round Table Group modify their
original business plan?
– What business model or models does the Round
Table Group follow?
Creating a Winning E-Business
Second Edition, Chapter 3
15
Business Plan Organization
(continued)
 Executive summary
– A condensed version of the complete plan
– Used by interested parties to quickly assess the
business idea and weed out plans
– Keep it short (one to three pages)
– Use clear and concise language and action words
– Create last after plan details are developed
Creating a Winning E-Business
Second Edition, Chapter 3
16
Executive Summary
 An overall view of the entire plan
 Should highlight key points including the idea, the
competitive situation, the financials and the
“players”.
 May be used to screen plans by bankers and
investors.
 Should allow investors to quickly understand and
get excited about the unique e-business
opportunities being offered
 Use clear, concise, and convincing language
 Two pages long for five minutes of reading
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
18
Business Plan Organization
(continued)
 Vision statement
– A formal statement of a business’s hopes and
desires
– Written to guide and inspire employees
 Mission statement
– A formal statement that explains a business’s
reason for existing
Creating a Winning E-Business
Second Edition, Chapter 3
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Vision and Mission
Statements
 An overall statement of the business's goals and
philosophy.
 Define your purpose
 Know your intended audience
Creating a Winning E-Business
Second Edition, Chapter 3
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how to draft an effective mission statement
 Select the targeted audience or audiences.
 Think carefully about the few meaningful words
that clearly express your message.
 Brainstorm with family members, friends,
mentors, and others.
 visit the Dilbert.com Web site
Creating a Winning E-Business
Second Edition, Chapter 3
21
eBay.com
We help people trade practically anything on earth.
eBay was founded with the belief that people are
basically good. We believe that each of our customers
whether a buyer or a seller, is an individual who
deserves to be treated with respect.
We will continue to enhance the online trading
experiences of all -- collectors, hobbyists, dealers,
small business, unique item seekers, bargain hunters,
opportunistic sellers, and browsers. The growth of the
eBay community comes from meeting and exceeding
the expectations these special people.
Creating a Winning E-Business
Second Edition, Chapter 3
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A Vision Statement of Cisco
Cisco’s vision is that the Internet will
transform the way people work, live, play,
and learn. Today changes is happening
faster than ever before, and Cisco helps
companies turn that change into a
competitive advantage, by helping them
become agile. How? With expertise, a
strong network of partners, and superior
technology including intelligent network
services and scalable architectures. Cisco is
the world wide leader in networking for the
Internet.
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Description
 Provides the reader with an outline of the ebusiness’ background and business concept
 Legal form of the business
 When and where it was formed
 Its history and its current status
 Its future goals
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Foodlocker.com
 Foodlocker.com is intended to be the Internet
source for food people want most – the “ food
you never forget” but which they cannot find in
their local market
 The ultimate goal of the company is to be a
superlative specialty/regional food retailer on the
Internet
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Products or services section
– Description of products or services offered
– Anticipated sales for each product or service
– Describes benefits of product or service to
customers
Creating a Winning E-Business
Second Edition, Chapter 3
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Products and Services
 A description of each product or service you plan
on offering.
 Highlight each product’s customer benefits and
address special needs
 Level of detail is important. Enough for the
reader to understand and not to be confused.
Put supporting details in appendix
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
29
Foodlocker.com
The company provides foods in three categories
 Legendary favorites: nationally or internationally
well known
 Regional favorites: exceedingly popular in their
locals
 New classics: deserve to be widely recognized
in the future
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Marketplace analysis
– Information about the specific industry of which
business is a part
– Description of targeted customers
– Description of major competitors
– Overview of marketing and sales strategies
Creating a Winning E-Business
Second Edition, Chapter 3
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Industry Analysis
 An industry consists businesses that make or sell
similar, complementary, or supplementary products
or services
 An analysis of the business environment: size,
characteristics, trends, issues, competitors,
government regulations,…
 Must based on verifiable data and market research.
Creating a Winning E-Business
Second Edition, Chapter 3
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Marketing Plan
 Helps establish, direct, and coordinate marketing
efforts for an e-business
 Target market description
 Demographic, geographic, psychographic, and
consumer characteristics of the market
 Size of the market
 Competitive analysis
 Marketing objectives, tactics, and strategies
 Marketing budget, action plan, and timeframe
Creating a Winning E-Business
Second Edition, Chapter 3
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Marketing Plan
 Marketing Objectives should be clearly stated,
measurable, and lead to sales.
 Marketing Strategies describe the features of the
products, and services offered, and pricing
strategies.
 Marketing Budget is an estimate of the costs for
all the activities described in the marketing
strategies portion of the plan
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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http://www.bizminer.com/about.asp#
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Operational plan
– Describes a business’s physical location and
equipment
– Notes the manufacturing or service actions
needed to get products/services to market
– Summarizes Web site operations
• An e-business plan must incorporate these
elements as necessary, but should also focus on
Web site operations.
Creating a Winning E-Business
Second Edition, Chapter 3
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– For example, an e-business plan should include
• a technology section
–
–
–
–
–
technology standards,
hardware
Software
ISP or Web hosting issues
other technology factors
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Financial plan
– Explains how your e-business idea, goals, and
strategies translate into profits
– Provides standard financial statements for
income, expense, and cash flow data
• Pro forma balance sheet
• Projected income statement
• Planned cash flow statement
– May include “deal plan,” break-even analysis,
ratio analysis
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Management Plan
 A strong management team is critical as many
investors base their decision on this factor.
 The plan should list and describe the experience
base and background of the key individuals who
will be involved in the day-to-day operation of
the firm
 The plan should detail those areas that will be
outsourced.
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Management plan
– Organizational structure of business
– Information on
•
•
•
•
Key members of management team
Outside advisors
Mentors
Consultants
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
Creating a Winning E-Business
Second Edition, Chapter 3
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Issues analysis and Critical
Risks
 Identifies threats or opportunities faced from
outside influences.
 These include economic outlook, innovations,
environmental and governmental factors.
Creating a Winning E-Business
Second Edition, Chapter 3
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Identification of critical risks
 An issues analysis or risk assessment (or sometimes
SWOT analysis) -contingency plans
– Economic changes
– Impending product innovations and/or technological
advancements
– Environmental changes and government regulations
– Barriers to market entry
– Legal factors and staffing concerns
– Level of managerial expertise among the business’s
principals
Creating a Winning E-Business
Second Edition, Chapter 3
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Exit Strategies
 How will investors get their money back?
 Describe long term plans….
– Public Offering (IPO)
– Acquisition/merger
– Sale to others….
 Discussion of these issues adds credibility.
Creating a Winning E-Business
Second Edition, Chapter 3
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Legal Forms of Organization
 There are three basic forms of legal organization for a
firm
– Sole Proprietorship
– Partnership
– Corporation
 Complex legal and tax issues are involved; form chosen
is highly contingent on individual circumstances. Seek
counsel from attorney and accountant.
Creating a Winning E-Business
Second Edition, Chapter 3
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Legal Forms of Organization
 Sole proprietorship
– Business started by an individual
– Owner and business are one in the same for tax
and legal liability issues
Creating a Winning E-Business
Second Edition, Chapter 3
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Legal Forms of Organization
(continued)
 Partnership
– Legal business entity with two or more co-owners
– Follows a partnership agreement
– General partnership: Tax and legal liabilities flow
through to individual partners
– Limited partnership
• General partner manages and assumes unlimited
liability
• Limited partners have liability for amount of their
capital contribution and their accepted debt
Creating a Winning E-Business
Second Edition, Chapter 3
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Legal Forms of Organization
(continued)
 Corporation
–
–
–
–
Separate legal and taxable entity from its owners
“C” corporation owners are it shareholders
Liability is limited to investment in business
Profits are taxed twice: once for the corporation
and again when distributed to owners as stock
dividends
Creating a Winning E-Business
Second Edition, Chapter 3
56
Legal Forms of Organization
(continued)
 Corporation (continued)
– “S” corporation gives owners partnership status
and corporate liability protection
 Limited liability company (LLC)
– Tax status of sole proprietorship or partnership
– Liability status of a corporation
Creating a Winning E-Business
Second Edition, Chapter 3
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Business Plan Organization
(continued)
 Appendices
–
–
–
–
–
Resumes
Pictures of products
Explanation of services
Legal documents
Other supporting documentation
Creating a Winning E-Business
Second Edition, Chapter 3
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
Web site schematics
Web page descriptions
Pictures of products or a product catalog
Resumes for key management team members
Complete marketing plan
Copies of relevant legal documents (contracts,
letters of intent, incorporation agreements or
partnership agreements, patents, and so forth)
Creating a Winning E-Business
Second Edition, Chapter 3
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E-Business Partnerships
 Strong positive relationships with strategic
partners are critical
– Partnerships that help build market awareness
• Public relations firms
• Marketing consultants
– Partnerships that assist in operations
• Suppliers
• Distributors
• Web hosting companies
Creating a Winning E-Business
Second Edition, Chapter 3
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E-Business Partnerships
 Many e-businesses establish partnerships with
firms in their value chain.
 Potential partnerships should be detailed in the
business plan.
Creating a Winning E-Business
Second Edition, Chapter 3
61
From Bridesmaid to
E-Business
 We should keep in mind Jenny Lefcourt and Jessica
DiLullo and their efforts to create an effective business
plan.
 whether or not Lefcourt and DiLullo made a good
decision to pull their business plan out of the competition.
Would students make the same choice? Why or why not?
 How important was the formal planning process in
converting Lefcourt and DiLullo’s e-business idea into a
real-world e-business?
 How important were strategic business partnerships in
the early success of Della.com?
Creating a Winning E-Business
Second Edition, Chapter 3
62
5 Signs Your Business Plan Will Come
Up Short with Investors
http://www.bizplanit.com/free/articles/impress_investors.html
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You're Selling What?
Too many business plan writers make the incorrect assumption that the reader is as
familiar with their business as they are. Unfortunately, this assumption leads to a quick
and final "no" from lenders and investors.
"I Sell To Everyone!"
Do you? More than likely, you sell to a very specific group with the need and desire to
purchase your product or service. Understanding your target market can be the
difference between success and failure.
Your Competitors Know You Exist
A business plan lacking a comprehensive competitive analysis is destined for the trash
can of most investors.
Even Batman Had Robin
No one ever said running a company was easy, and with the lack of hours in a day, a
well rounded TEAM of people is often critical to the success of a company.
An Exit Strategy - Without An Exit, Or A Strategy
The lack of a solid and realistic exit strategy demonstrating how investors will
accomplish this goal can immediately turn off many sources of capital.
Creating a Winning E-Business
Second Edition, Chapter 3
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好的商业计划书需回答“3W”
 创业者见VC,须准备一份BP,好BP要回答三个
W:
 一、WHAT?公司商业模式、产品/服务?如何销
售、盈利模式?
 二、WHO?创始人啥背景、团队情况/行业经历?
 三、WHY?为何你做比其他竞争对手要好?最后,
想融资多少?路演前十分钟结果基本定调。
Creating a Winning E-Business
Second Edition, Chapter 3
64
Chapter Summary
 A business plan is used to
– Check feasibility of business
– Seek funding
– Guide operations
 A business plan includes
–
–
–
–
Cover sheet and title page
Table of contents and executive summary
Marketplace analyses
Operational, financial, and marketing plans
Creating a Winning E-Business
Second Edition, Chapter 3
65
Chapter Summary
(continued)
 Business plan appendices can include
–
–
–
–
Resumes
Pictures of products and information on services
Legal documents
Other supporting details for the overall plan
Creating a Winning E-Business
Second Edition, Chapter 3
66
Chapter Summary
(continued)
 Business description should include legal form
of business
 Business plan should note key strategic
partnerships
Creating a Winning E-Business
Second Edition, Chapter 3
67

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