The structure of the business plan

The typical structure of American business plans

1. Summary

2. A general description of the project

3. Services offered (goods)

4. Analysis of market

4.1. A general description of the market (market size, structure of demand, prices, analysis of factors as well as improving market forecasts)

4.2. Consumers

4.3. Analysis of competitors (existing competitors, the emergence of new competitors)

5. Marketing Plan

5.1. Competitive strategy

5.2. Marketing strategy (positioning, assortment policy, pricing policy, promotion policy)

5.3. Sales Plan

6. Production plan

6.1. The process of setting up production as well as the production process

02.06. Production capacity and raw materials needed for project

7. Institutional Plan

8. Strategy funding for the project

9. Financial plan

10. Analysis of key indicators (forecast revenues and expenditures, a tidy cash flow (NPV), internal rate of return on investment (IRR), payback period)

11. Analysis of risk / breakeven / Sensitivity

12. Applications

Key provisions of the Business Plan reflects a resume.

Summary - this is the only share of the business plan, which is quite as well until the end of the reading potential investors. This explanatory note of the business plan should answer the basic questions of the investor. If the talk, which followed a summary business plan, will be able to interest investors are allowed to talk about the success of the business plan.

General description of the project

This section contains information about the company (about the initiator of the project). Before considering the future status of the firm, the potential investor will certainly have to evaluate in this case as if the company functioned up until now. # The said section only has to connect the chronological history of the company, including information on the management and production personnel, organizational and legal basis of the activities of financial history and current status. If the project is a private person, so surely has the right to be represented more experience in his work: the domain knowledge (associated with the project), but similar skills in organization and management.

And it seems in this section provides a detailed description of the project, its features, the basic parameters and characteristics, value and attractiveness, together with the terms of investment in this project.

Description of services / products. This section is more specifically described products and / or services which the firm is on the market today and also plans to offer in the future. A potential investor has to make sense, like the products and / or services presented on the market as well as their most important competitive advantage.

Market analysis. In this section, shall be assessed market services (products), but similar opportunities and competitive advantages that it is permissible to use.

This section provides:

General characteristics of the market according to the following positions:

- Capacity, market structure, key tipii clients;

- State of the market and its forecast changes;

- Mechanism of action of Rinca and main indices of competition (value, original quality, service and glory).

Analysis of market segments are exactly the following items:

- The distribution of the total market of the company;

- The position at which business is directed;

- Segment location Rink, the hell-oriented firm;

- The size of this segment as well as the pace of improvement;

- Especially in this segment (including ways of marketing products, customer priorities, etc.);

- Assessment of market opportunities (exactly the number of possible buyers, according to market share and so on).

Analysis (evaluation) of competitors:

- Who is a competitor, whether they are serious as well as organized;

- Competitive position (value, capacity sales, fame, product design, the original quality and service);

- Near or contrast of services / products from the company services / products, which still exists in the market (relative to the price, technical and performance properties, quality, durability and so on);

- Distinctive features of services / products from other companies as well as ways to preserve their uniqueness as well as protection against counterfeiting;

- Barriers to entry as well as the reaction of competitors to the emergence of the firm;

- Strong competitors;

- The weak position of competitors as well as if they are allowed to use.

The marketing plan has to provide explanations of what the marketing strategy firm and why it should lead to success. It provides an assessment (description) of these positions:

- Pricing;

- Creation of friendly environment for the purpose of sales;

- The promotion and sale.

Sales plan. This section provides predictable amounts of information and the timing of sale of services / provision of services, prices, discounts and so on

Production plan. Section must connect information that gives an idea of how to operate like a business. What exactly do as well as venture produces and how to sell and deliver products to customers? Description of the industrial projects should have information about the equipment used, basic technology operations and business processes, opportunities to improve the quality and capacity expansion.

Organizing Project. This section contains the legislative, regulatory and other instruments with legal force as well as the attitude towards this project, just like the schedule of the project.

In this section, shall be given characteristic of the system of project management as well as the company's organizational structure.

Determined by the number of staff planned labor costs. The characteristic form of property (IP, Ltd., Ltd., etc.).

Finance Project. Financial planning are vital areas of the firm. On how effectively the firm plans and controls the financial resources that depend on its competitive advantage, the ability to be mobile and will soon respond to change, but eventually, as well as its survival in the market? Financial project concentrates information on all the main activities of the firm and is a key section in developing a business plan. Normally in this section shall be provided with the following information:

v deep set of forecast financial statements (statement of profit and loss account, balance sheet, statement of cash flows);

v description of all major input data and assumptions, which were used for calculation of financial projections, including an increase in capacity of sales prices for products and services, tax environment, the extent of paying staff and so on;

v investment costs (costs of the initial period, capital investments and so on);

v operating costs (production, marketing, administration, taxes and fees);

v profit forecast for the company;

v cash flow forecast.

Analysis of the project. This section is based, preferably in financial terms but also connects the information on the discounted cash flows of the enterprise, financial ratios and analysis of sensitivity.

Analysis of key indicators. This section must show the following reports:

Profit and loss account which shows the degree of profitability of the firm;

Statement of cash flow - shows whether there is (or will) about the company cash, and then to pay according to the accounts.

To assess the overall profitability of the project used the following 3 methods:

u calculation of net income and net present value;

u calculation of internal rate of return;

u payback.

Net income (BH) is the accumulated effect of (net cash flow) for the billing period (see report on the cash flow section 13):

BH =? Fm

where: Fm - total profits (losses) of each period of planning (the moon, quarter, year) for the duration of the project.

To have the opportunity compare projected income with the current market price of the money needed to bring denyuzhku to today's conditions. But without a present value is not able to pile comparable funds in our time and in the future. The process of future value to today is called discounting, the interest rate in the calculations - the discount rate. Usually, the discount rate used risk-free rate of interest (usually the interest rate on credit).

Based on the discount rate is calculated neat discounted profit (NPV) - the accumulated discounted effect for the billing period:

BH =? Fm * am

where m - the discount factor.

BH and NPV characterize the excess of total receipts over total cost for this project but of course without and with taking into account the disparity of their different times. In order to recognize the project effective, along with an investor's perspective, must be followed to its NPV is positive, when comparing alternative projects, preference will be given to the project, together with an impressive value NPV (assuming that he is now positive).

Internal Rate of Return (IRR). This figure, which shows that when the discount rate, discounted tidy profit project becomes zero. For the sake of calculation must be to choose a discount rate at which the value of net present value over a period of time, usually the term of the draft, becomes zero.

Payback period is called the length of the smallest period, according to the expiry of which the current becomes a tidy profit as well as in the future remains to be nonnegative. Payback, along with discounting is called the length of the smallest period, according to the expiry of which the current discounted profit becomes neat and in the future remains to be nonnegative.

Risk analysis. When developing a business plan should be assessed risk situations which may arise during the implementation of these activities, ie to risk miscalculation. Depending on the project can varying the assessment, prediction and risk management.

On the risk of the project should be to talk that way as if:

• It will show the lender that now you can assess the situation;

• It helps you to foresee the risk and reduce it;

• It will promote understanding of the lender that you are now able to go out of hardship.

For large projects should be careful miscalculation of risks, together with the use of special rather complicated mathematical apparatus of probability theory. For the purpose of small projects (small and medium business) is sufficient risk analysis with the help of purely expert methods.

The main thing here - not the complexity of the calculations and not the accuracy of computing the probability of failures up to the second mark and then a comma, only the ability to anticipate all the types of risks with which they may encounter, the sources of these risks, as well as the time of their occurrence. However, measures should be developed according to the reduction of these risks and minimize losses, as they may cause.

Range of risks is very wide: from fires and earthquakes continue to change in tax regulations and currency fluctuations. Of course, the probability of each type of risk is different, so just like as well as total losses, as they may cause. Required of you at least roughly estimated as, what risks are most probable as well as what they (if implemented) could do without.

There are 2 main types of risks:

· Technical risks;

· Financial risks.

It is impossible to enumerate all the technical risks, since they are often associated with the type of product. Another list is given as an example:

· Delay in site preparation and execution of the construction schedule;

· Delay in equipment supply and construction company;

· Late start of production in connection with the use of seasonal raw materials and the availability of emergency stops;

· Unexpected production shutdown at the time of commissioning and acceptance by the Commission;

· Lack of raw materials;

· Low enough original product quality;

· Violation of government regulations;

· Longevity blanks: how fast products are made obsolete, creating an alternative product that will conquer the market, countering your product to the buyer;

• New external conditions affecting the production technology.

Financial risks are allowed to estimate with that way known as parsing the sensitivity of the project. It consists in the fact that it is other than the projected financial results, calculated to the base case, made a similar calculation of the maximum again for two extreme cases:

· Calculate precisely the worst-case scenario - an adventure in which external factors as hinder the implementation of the project;

· Calculate exactly the best scenario - an adventure in which the external factors most contribute to the project.

The results of parsing the sensitivity of the business plan can be presented in a simplified form (ie, no more detailed than that to the base case), it is permissible to include in its application to the business plan.

Worst-case scenario of the project should provide a profit that would allow the company to fulfill its obligations before creditors and partners.

After determining all the possible risks you should answer the question: as to reduce risks and losses? Reply # but this has to consist of two sections: the first of which must be specified organizational measures of risk prevention, as in the second - an insurance program against the risks, ie develop compensatory activities.

Application. In this section include documents, which can serve evidence or more detailed explanation of the data presented in the business plan. Among the mandatory include the following:

* Biographies of the leaders of the enterprise or project, confirming their competence and experience;
* The results of marketing research;
* The audit findings (including analytical particle);
* Detailed technical specifications of products;
* Letters of guarantee or contracts with suppliers and consumers;
* Leases, hiring, licensing agreements;
* The conclusion of services of state supervision in accordance with environmental issues as well as safety, sanitary and epidemiological services;
* Reviews reputable organizations.

Perhaps similar provision as an annex to the business plan:

* Photos or video samples of the products;
* Copies of copyright certificates and patents;
* Plan of the enterprise;
* Certificate (TU and the like) for products.
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Business Plan Computer Club

The target of the business plan.

1. Attracting investments in the computer club.
2. Justify the profitability and return on the investment project.
3. Profit for the sake of further increase and expand services.
4. Retribution demand for information services.

Activities - Provision of computer services.

The planned capacity of turnover in the year under any type of activity - is stronger than 1 million rubles. at full employment.

Expected net income of 23,528.84 rubles from all services.

Profitability of the project amounts to 33,8%.

Break-even point break-even firms reached at 1700 customers in the moon.

Market promotion of services for all areas Solikamsk (preferably a district hospital).

Competitiveness Computer Club "Omega" is equipped with modern computers, the latest games, low prices, in the area of course there are no such firms.

Total project cost 697,500 rubles., Of which: equity -350,000 rubles., Loan - 347,500 rubles.

Credit terms: 16% at 2 years.

The payback period of 17 months.
Feature Business

Developing and implementing an investment project Computer Club "Omega" by the need to provide computer services to the population. Scope of services - one of the fastest growing sectors of the economy. The share of services in world trade is stronger than 25%, and exactly experts predict that by 2006 the capacity of trade in services will exceed the capacity of trade in goods.

Basic institution - a computer club, "Omega" is valid in the provision of public services. The club provides the following services:

* Access to Internet
* Computer skills (occupation, together with applications Office)
* Games (Need for speed, Quake 3 Arena, Quake 4, Counter Strike, GTA San Andreas, Star craft, War Craft and others)
Burn CD-R, CD-RW, DVD-R, DVD-RW.
* Print the text (black-and-snow-white, color)
* Scan
* Copy
* Computer Courses

At present the role of information technology has increased significantly. In connection with those around greater numbers of young people (students, pupils and so on.) Computer club of Omega will use special popularity. Like this as if in the area of finding the club has a school, in order to increase profits will be open computer courses to PC users.

Clients learn about the opening of our club through advertising, a sign of the club, which contains information about our services, ads, pasted in the location of the computer club, advertising in the local newspaper, radio.

The objectives of the project is to create a demand for reward information services as well as obtaining additional funding in order to improve computer club.
To implement the project needed capital investments in the amount of 697,500 rubles. Design term loan repayment of 17 months.

Plan exactly for sale.
Clients.

Our computer club is in the pockets of educational establishments and residential houses, so as a result of market research identified the alleged (potential) buyers of services:

Schoolchildren. students - as regular customers;

Other categories of citizens - as if the occasional customers who use the services of the club from time to time.

On average, our computer club visited 180 clients a day.

It was even told our services are far from unique, and the market capacity of the territorial zone is such that now existing institutions are not able to fully meet consumer demand. What is it with proper conduct of our business gives us the opportunity to win a sufficient number of customers and to acquire a high income.

Competitors of our computer club is similar establishments are: Club Matrix Club «elsys» Club Galaxy "
Nature of the demand.
The studies, nebezysvestno that now the demand for our services in general, at a constant temper. Although in different seasonal periods observed changes in demand for certain services. Thus, for example, on services such print, copy, scan, demand increases in the session as well as exams near the school. Demand for the game increases during the holidays around school.
Pricing policies.

The established prices are averages, taking into account the purchasing ability of available clients as well as the original quality of services provided.

Prices are determined not only on the basis of production costs, just as well with the view of competitors' prices.
As a firm will find customers

Career planning services on the market uses the methods of the demand in the market. These include the permitted advertising by word of mouth, advertising in the media and others

Information about our club has become popular few ways of advertising:

1. Bright impressive sign along with a detailed description of services and prices.
2. Distribution of promotional cards to customers, along with the club name, address and telephone number.
3. Pasted on the pillars and doorways of houses in the announcement of our club, "On opening it, our gain.

In order to promote sales and attract new customers in the club championships will be held in accordance with computer games, but it looks like a 15% discount to regular customers and clients working on the computer at least three consecutive hours.

On the marketing of products or services, factors affecting the micro and macro.

Reduce the negative impact of factors allowed as follows:

1. Establish contacts with new customers.
2. Constant search for new connections, and remember that now still more reliable are the old, proven communication.
3. Continuous quality control services.
4. Operate smoothly in the circumstances.

Analyzing all of the above, allowed to come to the conclusion that it is for the effective functioning of the club should be expanded set of services, to improve the original quality of services as well as entice new customers.
Institutional Plan

The Director supervises the work of the club, resolve all financial issues associated with the ongoing work of the club.

Accountant maintains accounting firm, takes the cash register, jointly prepare the financial statements, shall be paid.

Administrators have control over time to demonstrate how the game equipment. Provide customers with help in the conduct of the game, make the sale of tokens and tickets to games, watching over the purity and order.

Cleaner cleaning implement computer club.
Principles of remuneration.

All employees of the computer club "Omega" is unchanging salary, calculated on a regional factor (15%). Prizes are not provided.
Finance Project.

Principal amounts of capital investment associated with the acquisition of equipment and associated costs.

The project will be funded from two sources: funds to the owner - 50% Short-term loan - 50%. Credit taken near the bank, issued just under 16%.
Calculations

Given the way that it is a computer club Omega clock calculations are as follows:

On 1 computer (day): value of 1 hour of the game = 15 rub., The day an average of 6 hours, the moon 6 * 30 = 180 hours, 15 * 180 = 2700 rubles. together with a computer. 2700 * 15 = 40500 USD. along with 15 computers in the moon.

For 1 PC (night): The value of 1 night's game = 60, the moon is an average of 10 nights at the computer game, 60 * 10 = 600 rubles. with 1 pc. 600 * 15 = 9000rub. 40500 9000 = 49500rub. to the moon for the game.

Working together with the applications (office as well as others) for a computer status. 16 hours per month. 16 * 15 = 240rub with a computer. 240 * 15 = 3600rub in the moon.

Internet for a computer is 10 hours in the moon 10 * 50 = 500 rubles per month. 500 * 15 = 7500rub in the moon.

Copier, scanner, printer, medium to an amusement these devices used to 2000rub.

Burn CD, DVD - in the moon an average of 15 discs. 15 * 25 = 375rub.

Rates of PC users - 2500 * 15 = 37500 USD. to the moon for the courses.

100475-60571 - 8,945 = 30,959 gross income.

30959 * 24% = 7430.16 tribute to profit

30959-7430,16 = 23528.84 net profit

Profitability = (23528.84 * 12) / (69516 * 12) * 100% = 33.8%

350 000 * 116% = 406,000 total loan credit.

406,000 / 23,528.84 = 17 months of recoupment.

Credit will be given during the 17.3 months in equal installments
The Legal Project.

As a legal form to a computer club "Omega" I chose your own entrepreneur. With the purpose of registration the following documents: Application for registration;

It is planned that this registration is realized in the period 12.01.2005 - 12.01.2006 years.
Break-even point
Break-even chart.

In reviewing the schedule allowed pile concluded that the company is now breaking even is achieved at 1700 customers in the moon.

Consequently, this project will bezubytochen.
Output

Conducted financial calculations showed that now the draft is likely to be carried out and may also bring a good income.

Net income of the project in the moon 23,528.84 rubles.

Payback period of 17 months.

Profitability of the project 33.8%.

From the data the profitability of the project is obvious.

Conducted by market analysis says about the fact that it is a segment which focused on the activity generated by the club to date in this area of the city about freedom, which now allows to count on in this case, what services are produced by the computer club will use the strong demand, along with the trend of growth according to the measure of improvement as well as expanding the range of services.

More about → Business Plan Computer Club

Magazine business plan: Store business plan part 6

Collaboration comes together with the joint development of store format, about recruitment, estimated revenue and recurrent expenditure required to bring it into relation with the requirements. Provided that if, together with a request for cooperation turns decorated shop, which need only sign, the advertising campaign, the replacement of computer equipment and cash, the network connection, so the minimum lump sum franchise fee ranges from $ 200 thousand in the case if the store really needed to reconstruct and change all the equipment, so that's about $ 1 million

More "efficient" variation of a franchise network offers Kopeyka.
"Today all we have developed one of the most rigid systems of a franchise - the director of management to improve business Konstantin Arkhipov. - Franchise business format. This means that now the store franchisees have to be repeated quite a shop franchisor. All we provide the perfect set of standards, including construction, equipment and etc. Include franchisees in our system of discounts according to purchasing equipment. He sets in his shop our prices, but we guarantee him a certain level of gross profit. The result of investment in a sort of standard shop but excluding the cost of the property as well as with the view of a complete renovation, repair and equipping of the order of $ 500 thousand one-time franchise fee all we still did not take, and, most likely in the future it become.

Today the company is developing "soft" variations of franchising, as very often together with proposals for cooperation with businessmen come already prepared, precisely in its own renovated and equipped shops. To enable as well as this # but the potential Kopeyka will advise them so-called trade franchise. "

Unlike many others, Pyaterochka does not require its own future partners exactly franchising experience in retail, but the topsy-turvy, welcomes his absence and believes it is "freedom from the burden of past mistakes." The Company does not extend the franchise to some shops: the firm's management prefers to sell the privilege to open in the regions of entire networks of 20-30 outlets.

"The purchase of our creation process - from 500 down to 750 thousand dollars, depending on the region's what it takes - says the vice president precisely Communications and Branded politics Felix Stethem. - Investment capacity - from 3 until 5 million dollars for 2 years. But then the network goes to its own funds. At over 3.5 years, it is on its feet. In the classical version of the network consists of 30 shops, a training center, a warehouse complex. Royalties are discussed separately, they are minimal.

More about → Magazine business plan: Store business plan part 6

Magazine business plan: Store business plan part 5

Leave primarily the wealthiest clients. Retail is likely to harm and theft, as well as a vulgar corruption of the goods. However, the degree of damage does not compensate for any penalties. One conclusion: the need to rebuild the technology that will help reduce the risks to a minimum. So it makes sense to pre-register all business processes. At least make the job descriptions, right-Vila labor regulations, which then continue to bring to the attention of future staff. After this is allowed to pour and prepare staff. 2-3 days until the opening of the desirable output of future workers in the merchant's hall, that they were then sales training, talked with merchandisers, customers and etc.

Very proud to pay special interest window, because it is gratuitous advertising shop. It should be bright, readable and clear talk about what exactly you're offering to customers. Provided that if your fad - low prices, in this case to showcase pile austere, with a clear message, to which some product now provides a discount. Provided that if the store is positioned as a deli, which serves only only the freshest and best products, so showcase must be drawn together using natural colors, materials and etc.

Who do you want, choose
For those who prefer to go to market under the brand name is almost a good-promoted retail chain, today there are all conditions.

One of the companies are actively developing franchise mood immediately, "Crossroads."

"By franchising about us running 2 discounter, a supermarket and quickly opened a second, - said Deputy General Director Andrei Rybakov. - Revenues of our own supermarkets and shops, running smoothly for the franchise, are almost identical. Every month we all get along with the franchisee royalties - 4% of turnover. This payment cost the company exactly the content of the office, according to the return of funds invested in infrastructure, promotion of the brand as well, etc. The dry residue around our stores and franchisees are almost identical. We all prefer to have a lesson with a person about whom there is a retail experience as well as what is, what it is. Such experience is likely to possess as well as his manager. Once again, one prerequisite - glory, business and finance. About our great need to the location of shops. Preferably, then to some people, which come to us already had their own facilities. But we all are willing to consider any options as well as cooperate with each step. When it comes to the firm to form a business, we all can not look at the turnover and profits, only to learn its potential. Provided that, if we all understand that it is a shop above average and there is a realistic opportunity to earn as well as the owner, as well as us, so the project was adopted. If a place is not very interesting, we all like the situation, deny.

More about → Magazine business plan: Store business plan part 5

Magazine business plan: Store business plan part 4

Equipment for the sake of convenience stores
Assortment of specialization depends very much, including as well as choice of equipment.

Have to calculate that the flow of shoppers will go to the store every day. It is necessary for the sake of order to determine the number and type of POS-terminals, what to buy. In the case of a wealthy district, on the day customers can not be typed slightly more than forty (what little), but just leave a tidy sum in cash, so you need a POS-terminal, together with an impressive receiver, so that individual could quietly packing their purchases. If it is to you will just walk around the midwife for bread and milk, in this case require the POS-terminal, which will allow about packing as frisky. It is important to properly calculate its throughput ability, due to the fact that that is not less than three individuals in the queue average Muscovite immediately yet can not withstand.

Radical means of struggle with the queues - the organization of self-service shopping, but why making shop in the mini market as well as equipping it with appropriate equipment and software. In many countries in the stores near the house "is widely used IT-creation process, as well as the procurement process completely automated. The system organizes itself in order missing product availability.

Commercial equipment is of three kinds: refrigeration, cash and so-called dry, ie, racks. It is chosen based on two considerations. The first - the planned turnover. According to statistics, the average turnover invested 30-40% of the money spent on the store opening. Estimated daily turnover must be divided by the average price of the goods. Gets the number of trade items that you sell every day. Multiply this figure by the theoretical average footprint of the product on the shelf. Now allowed to count the number of shelves needed.

Experts advise to give special interest refrigeration units. Built-in refrigeration equipment has two unpleasant features: it increases the room temperature and is likely to start a source of unpleasant odors. With the purpose of self-service stores sublime variations - Tanker equipment. Of course, for the sake of minimarket a delight does not come cheap. But in the struggle for a buyer for every little nuance of the main opinion is likely to start deciding.

At that time, what time you ordered according to the project is selected, installed and getting better equipment, is permitted to start the next stage.

Business processes as well as showcase
Modern retail venture is not likely to start work but clearly defined and organized business processes. For the sake of a small shop very well, provided that if a property owner describes them personally. When a word is walking on supermarket area slightly larger than 200 square meters. m, it makes sense to buy a standard package of regulatory documents in order to work (1-2 thousand dollars).

You should not grieve for the money. Retail - a very peculiar business. The degree of contact personnel with the customer maximum, and if the seller makes a mistake, it immediately causes a reaction about people, how to you came from.

More about → Magazine business plan: Store business plan part 4

Magazine business plan: Store business plan part 3

How to choose a location?
Make it simple. Past your store have the right to take any road as well as roads. Not necessarily, then that it was the highway, let it be at least a footpath from the bus stop nearest to the residential array. The shop had to be noticeable, but its location is convenient. Very proud to have good access roads and parking.

But first you make a final decision, it is necessary to conduct market research. Judgematic: in the case in the tough competitive situation, every step of large chain stores, provided if you wish to focus on some so narrow and highly profitable group, so it makes sense to seek help from an experienced consulting agency. Specialists will help determine which hitherto empty niches exist in this area, on what you'd better specialize, what group of clients is not covered by the attention of major networks, as if to build a kit, to develop the concept of marketing and promotion.

It is very important advice from professionals the choice of commercial equipment. One of the most common pitfalls of non-core investors - the inconsistency of the purchased equipment scale store. Consulting Agency will hold all the important research and make recommendations. This is oblige the average cost of 3 up to 10 thousand dollars If the customer asks for the same draw back as well as a business project, it will have to pay 20-30% of the cost of the study.

Act themselves
Potential visitors to your future store allowed to be divided into 3 groups. First - people who commit impulsive purchases (for immediate consumption). The second group - those who are exactly on the weekends stored impressive amount of basic foods at the supermarket, but in the store near home runs for milk and bread. And the third - the people who commit all purchases in the near to the entrance of the store. Among them may be as well as those about whom of course no car (but then, opportunities to travel to a distant supermarket), and also limited in moving seniors, and people-intensive, some of which did not have time for normal shopping. Which of these groups will dominate in your store depends on its positioning as well as specialization. So the first thing should be to choose which of these groups, you will recognize.

The next level - the assortment matrix and prices. I would like, in order to nyneshniya # but the moment you have been doing not only just set. Be sure to make a forecast turnover as well as strong demand for various product groups. Please note, in Moscow the average check in the store near the house "is, like the situation, 100-150 rub. Determine what will now buy up Speshnev? Milk or bread, meat or groceries? Set your store forced, along with one hand, the repeated set of competitors' products, to connect the major commodity groups. Thus the buyer does not feel slighted. Together with the other - to own rare commodity group (they certainly do not have near neighbors). But it is better in larger quantities and variety. In addition, permitted safely remove a reprimand in the segments that are not represented in other stores. Thus, if a competitor is actively selling meat, place emphasis on fresh fish and etc. Success around customer enjoys exotic food, fresh pastries, or, in particular, the cutting of purchased products. Typically, the average stores of this type in order to satisfy the needs of the average customer is not more than three kinds of products the same category presented in different price segments, with the average set in 3000 positions.

More about → Magazine business plan: Store business plan part 3

Magazine business plan: Store business plan part 2

Furthermore, in our time Kopeyka actively developing a format stores around petrol stations. It is planned that now the area of their shop floor will not exceed 100 square meters. m, is based on a set amount of pulse products in demand.

Convenient classification format stores operating in the market of food retailing, have come up with the Italians. According to her chief and most large format - it's so-called Superstore. So what about us now call "hypermarket". This is a huge shopping area of over 20,000 square meters. m, in which food group is not less than 50%. Of all the stores in the Moscow market this format corresponds to the only German only Marktkauf (area - 23,500 square meters. M).

The following format - it's hypermarkets such, in particular, seemed to Auchan. Their names: Square - 4000-10 000 sq. km. m and no less, 70% of food products, which is the main circulation, 30% - related, some pricing. Giperstory and supermarkets usually located outside the city limits.

The third format - a supermarket, that is, City store, located on a busy highway in a densely populated quarter, at the intersection of the main passenger next to the subway. What is more advantageous spot, the better it works. Area - 500-2000 square meters. m

The next stage - so that now around us is called deli, also according to the Italian superetta. Area of small shops continue up to 500 square meters. m 80-90% - food products, a large particle which perishable foods as well as the daily demand. Non-food group is 10-20%, it is mainly household chemicals and products to the kitchen. A sort of shop is likely to be and also very cheap and expensive: pricing strategy is, depending on which area it is located. Typically, institutions of this type is called "store near the house," corner store ". Western variation - convenience stores («shop according to the neighborhood").

Fifth format - discounter. Frequently, this expression is interpreted as an available shop. But in addition to attractive prices hallmark of discounters - the organization-specific business processes and finding out of town.

And zavershitelny variation. It is not enough known about us as well as widespread in the West. This is a small highly specialized shops selling, for example, greens and meat, as well as occupying an area far stronger than 60-80 square meters. m

Place almost under the sun for a "corner store"
Statistics show: if up to the supermarket have to travel at least 10 minutes., The majority prefer to buy the pile next to the house together. Therefore, the opening of the store on the corner of "promises a good profit. In the event that will undoubtedly find the right place and correctly align all business processes. As certainly, in the capital to find the area very difficult. Therefore, most of those who wish to intensify work in the trade, prefer to buy existing businesses, also does not create new ones. The market shopping areas affected slightly opposing factors. However, on the one hand, retail remains attractive for investment, as well as the demand for space will not weaken. Together with the other - pay is severely restricted. Experts predict that seya # but the market in Moscow, came close to breaking point, and soon you'd expect a recession.

In addition to the size of the retail outlet as well as the value of trade value is determined by the store location and the fact he works in rented or own areas. For example, a grocery store near Pokrovka, located on its own premises, it is worth about 900 thousand dollars, only similar in Mitino, renting a place - just 90 thousand dollars is not the truth is, a tangible difference?

Now the average cost of the store is about 230 thousand dollars is clear that it is acting trade speck that brings real gains, worth more than a simple commercial real estate. Rents for prestigious shopping area this summer range from 700-850 dollars / sq. m per year in the area of third car ring up to 2000-2300 dollars within the Boulevard. In the "sleeping" as areas tekuschiya # but the proportion is between 180-250 U.S. dollars per 1 sq. km. m in a separate building right up to 200-380 dollars / sq. m for the place, situated in a residential home. The maximum rental fee for point of sale together with a high buying activity in an area up to 450-600 dollars / sq. m

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Magazine business plan: Store business plan part 1

Growth of the domestic market of food retailing someone in this case promises a quick final one in this case argues that now rise forever. In the current situation there is little way to invest in tekuschiya # but sector funds, taking its place among the variety of different grocery stores.

The retail market is almost dimensionless. This means that now is 100% he was not satisfied with any life. Consider the market more developed countries, where in the capacity of the retail is much much bigger than about us. For example, Italian. It is permissible to mention that in the impressive size of the cities pent-up demand 30-40% of the total turnover of retail stores. The domestic market is saturated does not immediately at least 70%. As well as the main "engine" of this eternal process - revenue growth of Aboriginal people.

And again, one phenomenon that has experienced most of the western countries as well which will likely have to go as well as us. In many European countries - Italy, Germany, Great Britain - starting with the 70-ies are actively developing new large formats: discounters, supermarkets, cahs & carry and etc. Also, in each of these countries about Aboriginal early years and then they become a sharp surge of interest in innovation. In nastoyaschiya # but the period of small shops and stalls have experienced hard times, only 10 percent-ty of them and completely ruined. Then passions abated, consumers back again in the next to the house small shops, is gradually distributed among all existing formats.

If we continue to examine the problem together with the territorial point of view, in this case, for example, in Italy, all of the events unfolding in the northern elements in the country, just not touching the south. It seems that in this way will happen and also in Russia. Studies of domestic specialists, for example, exactly the Krasnodar Territory and Rostov Region, showed that currently interested people accustomed to saunter into the traditionally affluent southern market, however in this case, any supermarket can not.

Conclusions.
1. The Russian market has once again relatively empty, so expect it soon as well as unconditional capture hypermarkets, to put it mildly, a bit premature.

2. The domestic market is so ethnically and economically varied in different regions, namely to act in any such case projections relating to the country as a whole, is fundamentally wrong.

3. The experience of many European countries shows that it is in any developed country, no of course not 100 - or 90 - or even if 50% of the suppression of small shops large networks.

So, the scope for choice about investor there.
With an average profit margin during the modern food retailers is 23-25%. Minimum total initial investment, no doubt, depends on the format. Before an investor who decided to invest in this area face difficult choices: either to join the expansion of large networks as well as intensify to develop their own new business exactly the franchise of one of them (especially since such "portfolio" of proposals on the market immediately bit), or risk organize work on their own.

Large independent network projects with investment amount of $ 10.8 million pay off for 5-6 years. If, of course, well and wisely to build a business process. Opening exactly the franchise's own regional network of shops Pyatyorochka will cost 3-5 million dollars for the sake of order data denyuzhku returned, it will take 3,5 years. Franchising offers other "networkers" precisely the opening of individual stores require a smaller (250-700 thousand dollars) costs. They also recovered Speshnev (speed record belongs to one of the supermarkets "Crossroads" - 1 year). Opening a small shop near the house would cost on the cheap. Still, the lower threshold of investment in the capital sector food companies experts say 50 thousand dollars

Classification formats
Classifications, a huge amount. For example, the Merchant's Building Kopeyka, recently actively developing franchise mood, uses the following concepts. The most largest number of "cents" works in the format "supermarket" (that way it is called in the company). In the press, he is often referred to as "soft discounter. Floor space of the store - about 700 square meters. m. In parallel with him 2 years back there was a project format "super-department store." Immediate Action is 4-D of the store, the area of each - not less than 2000 square meters. m. More significantly expanded group nonfud "- food and related products.

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Mistakes and Errors in the development of business plans

The first and most common mistake developers Russian business plans is a feeble effort to apply western design methodology of such documents in addition to adapting to the specifics of the Russian business environment.

As the position, the creators and interpreters of foreign direct benefits as well as unobtrusively suggest Russian readers: Take a book, replace the form and its information table and you get a great business project. The popular about our translation as manual that way as well as written: . What exactly the same concerns works of Russian artists, in this case in the majority - is compiled from several foreign sources, of course, not suited to our business environment.

But must be adapted or translated written based on these techniques, provided if they reflected real-world experience in a market economy, in which Russian companies only just again want to login? Are business plans, in particular, modernization of the plant then and in this place have the right to a fundamentally different? There is very reason to calculate that now the difference between them cause particular business environment in different countries.

What connects the notion of the business environment? Essential elements are:

* The legal framework;
* System-laws;
* Standardization system;
* Regulatory and methodological support of the internal operations of enterprises in the form of organizational and administrative documentation;
* Business customs, ie those established and widely used in business practice, rules of conduct are not established by law and even, perhaps, is not enshrined in any or document, but does not contradict the mandatory to the participants of the economic relations of the norms of legislation or treaties.

Comparison of these components, in particular, for the sake of Russia and the U.S., convincing evidence that it is the U.S. business environment is different from the business environment in Russia as if the atmosphere from the water masses: they are like birds flying through the air smoothly, we are all the same as if the fish floating in water. So, at what time the Russians offered to adopt Western techniques as well as other recipes efficient behavior not adapted to conditions in Russia, it is about the same thing as now taught to fly fish.

In Western business plans connected again a problem. Offering a distinct structure of the document, not the same analytical form, the practical benefits, like position, argue that now, so this variation is suitable to develop a business plan for any specific project. Some of our fellow citizens are asking why the same in the West, if then gained a sort of vast experience, does not amount to a single standard form for the purpose of any projects. Foreign sources to the question does not respond, although the answer is simple: of course not and will not likely be a universal project as well as the identity of sources of funds, but it seems a common template of business plan.

Different types of businesses typically require a reflection of the business plans completely (or largely) non-identical information in different forms. Compare, in particular the development and formulation of the production of new types of aircraft and the organization of a very small private salon. In both cases, specialists, now involved in projects, can turn into a commercial bank. What specific forms of business plans are eligible to be filled in these various cases? Who is forced to define it?

Of course, himself a commercial bank. Its specialists have the right to require the proponent to implement projects thus providing information that allows the debate about the profitability for the bank to connect to the funding of the project and evaluate all of the major risk factors.

Another frequently occurring mistakes made by developers of business plans - the wrong cognition of what aspects that are measured in such a document is crucial. Usually the set of forces is expended on the development of sections and the lack of attention to parsing the market of products (services) as well as justification of its competitiveness. But if the demand for future products overpriced, but this is often observed, in which case the value of a financial plan as well as parsing efficiency becomes zero.

Serious and common mistake to calculate the relative low quality of the original market research conducted.

What causes errors? They are a little bit, and they, like position, occur simultaneously.

Firstly, the development of the marketing section is entrusted to people not having special training in this area, usually leading experts PEO or one of the production units. They take us has become a classic book about F. Kotler 4 or other similar publications as well as through some time bring finished section in a business project. In this case, neither they nor the task of this work can not possibly evaluate it objectively.

Secondly, these workers, as though the situation does not have time to sort out what is called marketing. They are hard to comprehend that it is marketing - it has not orderly theory, but as if a certain outcome of the knowledge contained in books, the creators of which, having achieved good results in business, personal personal empirical experience, private practice marketing dream trying to express in the form theoretical postulates. So often after reading a few books of Western Russian specialists are losing the ability to what-or to understand and act in terms of marketing, does not know to whom the creators are allowed to build.

Thirdly, a normally operating companies, marketing is not so much the concern of individual professionals, as a result of joint efforts, including intelligence, only human resources firm. It is normal, what any professional who is able to acquire some or useful information about competitors or their products, trying to make it into the marketing database of his company.

Fourth, poor service is the Russians their experience in the planning and distribution economics and the lack of objective, adopted in developed market countries notions of competitiveness, competitiveness of the company strategy, competitive environment and competitive advantages.

But the most dangerous mistake of the developers is their lack of understanding of the interests of the investor or lender and their psychology.

What is lacking in foreign structures BUSINESS PLANS

For the new Russian conditions of fundamental importance to answer the question of how the model adopted in the West, the structure of business plans suitable for development of business plans in Russia? Analysis of a large number of overseas development methodologies of business plans allows for them to show the typical structure that contains the following sections:

1. Account of the objectives of
2. Brief description of business
3. Analysis of market
4. Products (services)
5. Organization of production
6. Investment climate as well as risks
7. Competition
8. Sales of products
9. Management and personnel
10. Financing
11. Applications

As far as this structure is suitable for making Russian business plans? That way, in our time in Russia is allowed to observe the attempts to create new companies smoothly to produce passenger cars. As the position of their proponents are trying to draw a reliable exotic capital, but without whose hard enough. The main opinion seems now to make an entertaining western standards to investors the business-production design and implementation of good cars are not problematic. But this is only the main eye.

When foreign businessmen will give a similar business project their experts, so the first will be the question on the consumer properties of future cars. However, our cognition of quality as well as their attitude toward him well known. They know what it is about us accustomed like a complete collection of all consumer properties blank to replace , reflecting the total a bit parameters. As a result, a huge number of domestic products, does not meet international quality standards, is assigned .
Therefore, in the Russian business plan, its developers certainly have a right to present what they know about us current issue of quality as well as they know, as if it is allowed to resolve in this investment project. Therefore, this is one of the principal differences between Russian business plan from the west.

The second major issue - cost. The experts know what to investigate the actual cost of production, working previously in the economy with a system devised by the price, not good wage employment as well as barbaric attitude to the resources around us are not accustomed to. And also so far the stronger can not hardly do not control production costs, together with a view to bringing it to continue until the desired level. Not for nothing Methods of Value analysis (FCA) that way and not find mass application in domestic production. In the West, as a practical cost management - Full-natural. Therefore, another fundamental difference between Russian business plan from the west is in this case that it is now, developers have the right to portray what they know, as if to cope with the management cost for this project as well as in the state must ensure its degree.
Finally, 3 question (provided if the answers to the previous 2-wa - positive) - the ability of the Russians, offering participation in the project, implement it in practice. Here, have a value in the first place, personal qualities and experience production managers who undertake the project implementation, in the second, the depth and clarity of vision of the future of the case in detail.

In the western business environment all the above aspects taken to comply unconditionally, as if for granted. Therefore, they usually do not highlighted in special sections. In Russia, the relevant sections should be made to the business plans, as investors need to be complete clarity exactly on all three aspects.

RECOMMENDED STRUCTURE OF RUSSIAN BUSINESS PLAN

Thus, Western techniques develop business plans can not be applied one by one for Russian conditions as a result of other significant business environment. This raises the need to complement the Western model structure of business plans, exactly, at least, three important sections in which the creators have the right to represent:

* Adequate cognition problems of quality and the ability (skill) of its decision;
* The ability to provide acceptable competitiveness through competent management cost;
* A clear dream of improving business prospects and ability to communicate begun work until the end.

As a result, adapted to Russian conditions of business project gets the following structure:

1. The objectives of the
2. Brief description of business
3. Analysis of market
4. Products (services)
5. Organization of production
6. Investment climate as well as risks
7. Achieving the necessary quality
8. Competitiveness
9. Sales of products
10. Management and personnel
11. Financing
12. Business efficiency and possible perspectives
13. Applications

The structure of Russian business plan differs from the typical western by the inclusion of sections 7 and 12 as well as changes in the content of section 8 (it is added to an in-depth review of management capacity production costs). It is important in this case that is now proposed structure does not contradict to the needs of western business plans, since it possesses all the main decisions taken in the western part of the practice, as well as in the same time it is added as well adapted to the least severe of the Russian business environment.

The situation on the investment market

Free capital market investments move together, taking into account a number of objective factors in a direction more favorable attachment sites. Among these factors - economic growth, creditworthiness and competitiveness of the country (region) or industry, integrated risk assessment of investments and others Nobody in the world not obliged to invest denyuzhku so in this draft. Everything depended on its profitability, correlated with risky investments.

There is a widespread view that it is investing in Russian projects - employment is extremely risky. Talking about poor investment climate in Russia - not curiosity, is the only way it really? In that case, what the foreign investors as well as their experts advantageous to understate the estimate Russian investment climate, it is understandable - who is great risk, that is likely to claim an impressive income as to adequate compensation. But there is clearly a legitimate integral evaluation Russian investment climate, which foreign experts deduce according to their methods, comparing Russia with Iraq, Nigeria, Venezuela and other countries? It seems that just such a study as well as a sort of evaluation to Russia as a whole is actually of course not.

Russia - a huge country, which has 89 regions, the business environment in which substantially different and much depends on the local chief. Therefore, he who claims that now in Russia there is any way the investment climate assessment, which must be taken into account when lending to a specific investment project, thus the same rights as if the doctor attempting to cure the patient based on the average hospital, according to body temperature.

Developing a business project to realize their investment project, must describe the investment climate is therefore the purpose of this project, which exists in this region of the country. Necessary to represent and submit all arguments are positive as well as attractive factors. Cheating investors, even if in small things, not assume. The developer has to understand that it is the assessment of investment attractiveness of the project depends crucially on the ability to provide its investors in a business plan, but quite far from those expressed in any location, as well as anyone since the general estimates of the investment climate in Russia.

Developers need to plug in their own sections of the business plans of all that is considered necessary and useful, bearing in mind that the strict state standards or to form a business plan, nor the nature of its sections in Russia may not be any life. However, it seems, and does not need it. Develop the business, its creation process and the organization, developing a methodology of planning projects. Therefore, the concept of will always refer to any in this case a particular point in time.

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