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Page modified: wtorek, lipiec 12, 2011 22:12:52

A business plan (English business flat) is the written adjustment of the business planning for the economical security of chances and risks during a reestablishment or an enterprise extension. It contains the competition demarcation in marketing as well as detailed formulations of goal for the employment of the individual factors of production beside the market study above all. It contains clear statements among other things for the strategy of the enterprise in all single areas, in particular personnel development, product development, patents, investments in plants, building, selling

To the business plan the term Business Case is closely related. A Business Case is a scenario, which single projects planned with the economical effects is occupied.

Goal

Business plans can be very differently arranged depending upon setting of tasks and a business goal. A frequent form with the establishment of a new enterprise or the address at a new location covers a detailed yield preview for outside capital which can be used beside the points specified above above all. Contrary to the development or change planning are the center of attention with the procurement of outside fund planned profitability, weighing financial risks as well as the view of the technical as well as social authority of the enterprise founders and the persons employed.

For other business plans emphasis in the technical conversion, the tuning with foreign addresses or patentrechtlichen argument can lies (circumvention of a patent). Also operating liquidations and fusions are to be accompanied with the help of a business plan. for existence founders, with easy changes.

Structure of a business plan

In the following example the frequently demanded and therefore commentated Inhaltsangabe of a business plan is to be represented for the reestablishment of an enterprise. This arrangement orients itself closely at the arrangement assistance published from the Federal Ministry for economics and technology for the organization of business plans

In individual cases each entrepreneur will have to decide for itself and in coordination with his partners and/or the bank, which emphasis is to be set. The following notion serves only as example in order to show the fundamental structure and relevant contents for existence founders.

Overview
- Summary (English executive summary) on maximally 2 sides. The summary is from large relevance, since it is the first and sometimes also only source of information for the reader of the business plan. A good and essential summary offers the chance to wake with the reader interest in the planned project. Therefore a summary should contain the following points:
  - What, and/or which problem solution
  - Which is the business purpose of the
  - Which motives are there for the establishment of an enterprise and which authority is
  - To which customer groups/market segments do the offers address
  - Which market potential do the goal markets
  - On which paragraph numbers is to be
  - Which is the however position characteristic (English unique selling per position (USP)) the
  - What are chances and risks for the business
- Market study/Konkurrenzanalyse
  - Marktpotenzial
  - Development of the own enterprise in the comparison to the industry
  - Innovation projection/lead opposite the competitors
- Location of the enterprise and its customers (location analysis)
Marketing
- Product/achievement
  - Advantages/use for the customer
  - However position characteristics
  - Advantages over competition products
  - Legal editions
  - Protection of the idea
- Price strategy
  - Wettbewerbspreise
  - Calculated price
  - Asking prices/Mischkalkulation
  - Price contracting (discounts, financing, supply)
- Werbestrategie
  - Claim (advertising slogan up to 7 words)
  - Logo
  - Layout and uniform recognition picture
  - Media mixing (print, AV, cinema, external advertisement etc.)
  - Public work (PR) and Sponsoring
  - Advertising budget
  - Progress control
- Selling strategy
  - Choice of the paragraph channels
  - Choice own/strange marketing agent
  - Costs of distribution/commissions
  - Vertriebscontrolling
Management
- Founder persons
  - Function/areas of responsibility in the enterprise
  - Portion of the enterprise
  - Own qualifications
- Past co-operation of the founder team
  - Motive for the establishment of an enterprise
  - Conditions for permission
- Organization of the enterprise
  - Legal form/Firmierung
- Conversion plan
  - Milestones related to product/achievement
  - Milestones related to selling strategy
  - Milestones related to Werbestrategie
Chances/risks
- Which risks exist
- How is to be met to these
- Which unusual chances exist and in which
Financial plan
- Capital requirement and financial programme
  - Own resources of the founders
  - Portions of outside fund
- Plan profit and loss calculation

Personal records

Within the individual sections the business plan does not have to follow special form defaults. Charts for the representation of market shares or appendices with studies are helpful to operating comparisons of the IHK or Hwk. An existing enterprise can add itself alternatively also a Balanced Scorecard.