Model commercial project planning book

Business project plan template (1) 1: the purpose of network marketing

1, online wholesale:

The company now takes wholesale as its main sales method. The main purpose of this online marketing is to realize the wholesale of clothing products (online+offline) through the network, so that more online dealers, physical stores and online stores can understand our company's clothing products through the network, understand our brand and have cooperation intentions, and then further get in touch with us.

2. Group procurement:

Through network communication and promotion, attract large-scale group purchases such as group organizations, enterprises and institutions.

3, spread the brand:

Enhancing the brand awareness, recognition and reputation of enterprises' own clothing products in the industry, strengthening the competitiveness of enterprises through the network and strengthening the brand image of enterprises will help promote offline terminal sales. It not only helps dealers sell goods, but also provides communication support for merchants.

So how can we achieve the above three goals? First of all, make a preliminary analysis of the basic network behavior of our target audience: dealers, merchants and end customers!

Second, the target audience analysis

1, Baidu search

Baidu is the largest portal platform in China, with more than 60 billion searches every year. If in doubt, please call Baidu. Of course, Baidu is also the primary channel for distributors, institutions and businesses in the clothing industry to obtain relevant information. Therefore, it is our primary promotion strategy to seize the keywords related to clothing products in Baidu search.

2. Industry websites

Numerous clothing and related industry websites are also important sources for dealers and businesses to obtain information. Therefore, the promotion of industry websites is our second promotion strategy. There are many websites like this, such as China No.1 Clothing Network, China Clothing Network and so on.

3. News portal

Large portals such as Sina, Sohu, Netease, Tencent and Tianya, especially related channels such as clothing and wholesale, are also one of the daily network behaviors of the target audience. At the same time, portal news has another function. The news content of its website is easy to appear on the first page of Baidu search results, which plays a very good role in enhancing corporate brand in terms of exposure and credibility.

4.B2B platform

B2B platform represented by Alibaba and HC Network is another important channel for dealers to obtain information. There are many B2B platforms like this, which can be used in a targeted way.

5. Wholesale websites

Comprehensive and industrial wholesale platform is another important channel for dealers to obtain information.

Third, the overall idea of network marketing

1, overall mode

First build a marketing website, and then use it as a carrier for network communication and promotion;

Target customers access the company's website after obtaining relevant information through Baidu search, news, industry stations and B2B platforms;

With excellent experience and in-depth value content, the website initially establishes a professional and trustworthy brand image for customers, impresses the target customers and contacts the company through the network or telephone, leaving detailed contact information;

The sales staff further communicated and negotiated with the intended customers offline to facilitate the transaction;

Assist in the communication and negotiation of B2B, clothing industry, wholesale and other website platforms.

2. Website strategy

Create a marketing website with sales force, credibility and communication power. The entry points are as follows:

Website planning should start with marketing analysis, and plan through comprehensive marketing strategy, customer website experience, network technology, SEO planning and other means.

The content of the website should have deep value, and SEO skills should be considered;

There need to be a large number of customer cases, dealer agency policies, successful cases, company brand endorsement, company honor certificate, media reports and other contents need to be perfectly displayed;

Plan and operate the website comprehensively from strategic planning, copywriting, art design and other aspects.

3, network communication promotion strategy

According to the analysis conclusion of the purpose of network marketing and the access channel of target audience's network information, we should adopt targeted network communication and promotion. Goal: let the industry spread all over the company's product information, and think of your company as soon as there is demand. The main network promotion and communication strategies can be referred to as follows:

1 Baidu

Baidu bidding

SEO optimizes natural ranking.

Baidu Knows

Baidu post bar

Baidu encyclopedia, etc.

2 industry websites

Clothing and related websites, community forums, etc.

3 news portal

Put news on Sina, Netease, Sohu, Tencent and other portals to establish a brand image and seize the entrance of Baidu's home page.

4 B2B platform

In Ali, HC network and other large and small B2B platforms for promotion.

5 Other auxiliary equipment

Do routine promotion through other forums, classified information and wholesale website platforms.

Four: the basic work content of network marketing

Network marketing is a very systematic work. Before launching the network marketing project, clothing enterprises must plan and implement this work from the perspective of strategic development and combined with the actual situation of enterprises.

1, overall planning of network marketing project

Including project development steps, stage objectives, project schedule control planning, etc.

2. Planning and construction of marketing websites

The content of marketing website planning and construction is explained in detail in my blog, so I won't explain it in detail here. You can walk around and have a look!

3. Promotion of website sales execution.

Including website brand copy content, service product copy writing, website information content constantly updated.

4, website SEO optimization execution

Including SEO keyword strategy analysis and selection, website internal SEO optimization execution, website external SEO optimization execution.

5. Monitoring and adjustment of website Baidu bidding management

Including keyword selection, creative writing, and optimization of bidding methods.

6, the whole network to promote the implementation of communication.

News is written and published in the design, release and maintenance of specific promotional information such as online media, industry website promotion and B2B promotion.

7. Data monitoring and analysis

Including promotion data monitoring statistics, SEO keyword ranking monitoring, website traffic monitoring statistics, website visit trajectory analysis.

Summary: The direct purpose of clothing enterprises to carry out online marketing is to realize and promote the sales of clothing products through online channels, accelerate the market share of online marketing, and then enhance the brand influence of traditional markets and catalyze the overall market share.

Of course, different enterprises have different purposes, modes and strategies to carry out online marketing according to their actual needs. The above contents cannot be summarized. If you have better suggestions, you can communicate with me further.

Model business project plan (2) 1. General situation of project enterprises

The abstract of a business plan is the core of all plans.

Investment arrangement

Basic information of the enterprise to be established

Other information or data that need to be highlighted (the following can be repeated, and this summary will be regarded as the project summary by investors).

Second, the business description

The purpose of the enterprise (about 200 words)

Main development strategic objectives and stage objectives

Technical uniqueness of the project (please compare with similar technologies)

Introduce the personnel and capital plan invested in R&D and the objectives to be achieved, including:

1, investment in scientific research funds

2.R&D personnel

3, research and development equipment

4. Technological progress and development trend of R&D products

Third, products and services

Entrepreneurs must introduce their product or service ideas. The main contents are as follows:

1, product name, characteristics and performance; * Introduce the products or services of the enterprise and their value to customers.

2, product development process, * whether the same product has not appeared in the market? Why?

3. At which stage of the product's life cycle?

4. What is the market prospect and competitiveness of the product?

5, product technical improvement and upgrade plan and cost,

The source of profit and the business model of sustainable profit

Production and operation plan.

Mainly includes the following contents:

1, production and operation plan of new products: how to purchase raw materials for producing products, relevant information of suppliers, labor force and employees, arrangement of production funds, factories, land, etc.

2, the company's production technology ability

3, quality control and quality improvement ability

4. Production equipment to be purchased

5. Production process

6. Economic analysis and production process of products.

Fourth, marketing.

Introduce the market, marketing strategy, competitive environment, competitive advantages and disadvantages, product sales amount, growth rate, core technology of products or services, total demand of core products to be invested, etc.

Target market, should solve the following problems:

1. What is your market segment?

2. What is your target customer base?

What is your five-year production plan, income and profit?

4. How big is your market? What is your target market share?

5. What is your marketing strategy?

Industry analysis should answer the following questions:

1. What is the development level of this industry?

2. What is the development trend now?

3. What is the total sales of this industry? What's the total income? What is the development trend?

4. What is the impact of economic development on this industry?

5. How does the government affect the industry?

6. What determines its development?

7. What is the essence of competition? What kind of strategy do you adopt?

8. What are the barriers to enter this industry? How will you overcome it?

Competition analysis, answer the following questions:

1, your main competitor?

2. What is your competitor's market share and strategy?

3. What new developments are possible?

4. What is the progress and realistic material basis of your core technology (including the ownership of patented technology and the use of related technologies) and product research and development?

5. What's your strategy?

6. What are your development advantages, market advantages and geographical advantages in the competition?

7. Can you stand the pressure of competition?

8. What are the advantages of product price, performance and quality in market competition?

Marketing, your market influence strategy should explain the following questions:

1, marketing organization and marketing team

2. Selection of marketing channels and construction of marketing network.

3. Advertising strategy and promotion strategy

4. Price strategy

5. Market penetration and development plan

6. Emergency countermeasures for emergencies in marketing

Verb (short for verb) management team

A comprehensive introduction to the company's management team, mainly including:

1, the company's management organization, major shareholders, directors, key employees, salary, stock options, labor agreement, reward and punishment system and the composition of various departments should be clearly displayed.

2. Show the fighting capacity and uniqueness of your company's management team, as well as its unique cohesion and spirit of unity and hard work * List one of the key figures of the company (including founders, directors, managers and key employees, etc.). ).

How many full-time employees does the enterprise have * * * (fill in the number)

How many part-time employees are there in the enterprise * * * (fill in the number)

Key positions without suitable candidates?

Advantages and disadvantages of management team?

Talent strategy and incentive system?

External support: the names of legal advisers, investment consultants, investment consultants, accounting firms and other intermediaries hired by the company.

Financial prediction of intransitive verbs

Financial analysis includes the following three aspects:

1. The historical data of the past three years and the development forecast of the next three years mainly provide the cash flow statement, balance sheet, income statement and annual financial summary report of the past three years.

2. Investment plan:

(1) Estimated amount of venture capital.

(2) How to arrange the future financing capital structure of venture enterprises?

(3) obtaining the mortgage and guarantee conditions of venture capital.

(4) Investment income and reinvestment arrangement

(5) arrangement of equity ratio of both parties after venture capitalists invest.

(six) investment fund income and expenditure arrangements and financial report preparation

(7) The degree of investors' participation in the company's operation and management.

3. Financing needs

The amount of funds needed for starting a business, team contribution, capital demand plan, the amount of funds needed to realize the company's development plan, the time limit for capital demand, and the use of funds (specify and list the use of funds).

Financing plan: describe the investors the company wants and the shares it holds, as well as other sources of funds, such as bank loans.

How much investment is needed to complete R&D?

What investment is needed to make ends meet?

Is it time to make ends meet?

The planned progress of project implementation and the corresponding fund allocation and progress.

Investment and income

Briefly describe the amount, exit strategy, expected return amount and timetable of venture capital in this period?

Seven. capital structure

Current capital structure statement

Statement of capital structure after liquidity is in place

Please explain what kind of investors you are looking for. (Including investors' understanding of the industry, financial and management support, etc. )

Eight, investors exit way

Stock listing: according to the analysis of this business plan, analyze the possibility of listing the company and explain the preconditions for listing.

Equity transfer: investors can recover their investment through equity transfer.

Share repurchase: According to the analysis of this business plan, the company should explain the implementation of the share repurchase plan to investors.

Profit dividend: investors can recover their investment through the company's profit dividend. According to the analysis of this business plan, the company should explain the implementation of the equity profit dividend plan to investors.

Nine. Risk analysis

Risks faced by enterprises and countermeasures

The risks that may be encountered during the project implementation are described in detail, and effective risk control and prevention measures are put forward, including technical risks, market risks, management risks, financial risks and other unforeseen risks.

X. Other explanations

What do you think is the key factor of enterprise success?

Please explain why investors should invest in your enterprise instead of other enterprises.

The detailed resume and certification materials of the main person in charge of the project undertaking team or the general manager of the company.

Media coverage of products; Samples, pictures and descriptions of the company's products; Other information about the company and products.

Model commercial project plan (3) 1. Project background

All kinds of flowers say a thousand words, and every sentence is "beautiful". With the continuous improvement of people's living standards, the pursuit of quality of life and life. Flowers have become indispensable decorations in people's lives! In recent years, flower consumption has become more and more popular. In addition to the beautiful appearance of flowers, it can also develop people's imagination and make people more subtle and tasteful when communicating with each other.

In this way, taking flower distribution as the market entry point, taking into account the long-term market share of the website and the short-term return rate of capital to seize the market and meet the theme of personal consumption, and taking flowers as the guide to drive other products, the market with the brand advantage of "Jade Bird Flower Shop of Geological University" can finally be formed. Is very feasible.

Second, the project strategy of the company

1. Provide distinctive, effective and smooth sales channels, and promote the great development of the flower market on the basis of providing products and services. Our Bluebird will be a lovely messenger, sending blessings and happiness to thousands of families.

2. Company objectives

Based on the vast territory, serving Wuhan and radiating Central China. Build a first-class online flower shop company (Hi Box Network). Our company will use one year to establish a certain popularity among consumers in Wuhan and strive to make ends meet. During the investment period, only the west campus of Geological University, where the main website is located, is selected as the pilot market. The market capacity of this region is more than 3,000 people, which is representative. The pilot period is one and a half months. After the model is successful, it will be popularized in substation in the form of asp. After three to six months of operation, it will expand to the rest of the market.

Third, business environment and customer analysis.

1. Industry analysis

"Jade Bird Flower Shop of Geological University" website is a vertical website for 6.5 million college students launched by college students, so the target consumers are college students. In addition to the main station of Wuhan Geo University, the website has sub-stations in colleges and universities in Hubei Province. Therefore, the tentative target consumer groups are mainly college students in Hubei Province, and the market will gradually expand in the future. Taking China Geo University as an example, there are nearly 20,000 students of all kinds and nearly 200,000 target consumers in eight schools. The latest statistics show that there are about 6.5 million college students in China, which is a huge market, and considering that students will graduate in the future.

2. Analysis of survey results

The company focuses on the customer analysis of Wuhan college students, mainly using questionnaire survey (see annex 1 for the questionnaire) and individual interviews. This time, we sent out 50 questionnaires and collected 37. Due to the limited time, the number of questionnaires is small, but it still reflects the consumer psychology and needs to some extent:

(1) has obvious curiosity, has convergence in innovation, and listens to the introduction of classmates or friends to produce purchase behavior;

⑵ The purchase behavior is basically emotional, but it is rational due to the influence of its own economic income, so generally choose varieties with lower prices but stronger romantic colors;

(3) College students have no fixed purchase pattern, and their purchase behavior is often random;

(4) Strong ability to accept and absorb new things, pursuing fashion and advocating individuality;

5. The factors influencing product purchase are: price, variety, packaging, service, etc.

[6] The purchase behavior is very festive, generally concentrated around Teachers' Day, Valentine's Day, Christmas and friends' birthdays.

3. Target customer analysis

College students generally don't ask about the price, but from the point of view of online orders, the price is mainly in the middle range. In the number of orders, they are more inclined to express their feelings, such as most orders 1 (you are the only one for me), 3 (I love you), 19 (I have been on the road for a long time), 2 1 (like) and so on. On Teachers' Day, flowers are often ordered according to the class size. General packaging tends to be high-grade and personalized, which requires higher quality of flowers, such as not fading.

Fourth, marketing strategy analysis

1. Brand strategy

At the beginning of website construction, we attached great importance to brand. On the brand packaging, the artist, based on detailed market research and bold prediction, adopts the design scheme of combining static and dynamic, carefully plans the visual image and text font, and strives for unique innovation.

2. Price strategy

Jade bird online flower shop strives for perfection in raw materials, packaging and service, and strives to give customers maximum enjoyment and psychological satisfaction. Take the price route and quality route simultaneously to meet the needs of consumers at different levels.

3. Promotion strategy

(1) publicity strategy

Make use of school radio stations, newspaper columns and publicity columns for free publicity, make use of the information flow advantages of the website itself for publicity, highlight the image, establish good relations with major newspapers, local radio stations and TV stations, and adopt a strategic model of mutual benefit and win-win.

(2) service

The service of the online flower shop must be first-class. For the distribution team, as long as there is an order, it must be delivered on time according to the order requirements, and it is a smiling service.

In terms of after-sales service, the customer service department is responsible for the following ways:

(1) Make a thank-you call or send an e-mail as a friendly reminder, and send an e-card when the customer has a major holiday.

(2) unconditionally accept customer returns and concentrate customer complaints.

(3) set up a consumer questionnaire, with gifts, to grasp the first-hand information of consumer demand.

④ Customers who order for the first time will get a vase with flowers and enjoy a preferential price, and enjoy the membership price after becoming a member.

⑤ Hold member salons online or offline from time to time to exchange information, communicate feelings and answer questions that customers are most interested in.

⑥ Establish customer database files. When customers repeat orders, just enter their names and other customer information will be automatically transferred to the system.

4. Channel construction

At present, online flower shops mainly establish business relations with first-class wholesalers. When choosing a wholesaler, we will generally examine its business performance, reputation, cooperative attitude, timely delivery, etc., and ask the wholesaler to have several marketing outlets in different areas of the same city to facilitate the university distributors to pick up flowers on the spot. Usually sign cooperation agreements with wholesalers to reach an agreement on issues such as price and product quality.

Verb (abbreviation of verb) The implementation of online flower shop strategy

1. Market scope selection: During the investment period, only the west campus of China Geo University, where the main website is located, will be selected as the pilot market. The market capacity of this region is more than 3,000 people, which is representative. The pilot period is one and a half months. After the model is successful, it is popularized in substation in the form of asp. First, it will be put into trial operation in the other seven substations that have been built, and then it will be extended to other markets after three to six months of operation.

2. Focus on promoting customers. The target audience is mainly students. They are interested in fashion and tend to lead the trend. For engineering students with strong logical thinking, we use the early audience to spread and achieve the publicity effect.

3. For on-site promotion, September 8 and September 9 are selected as the key promotion dates, before which leaflets will be distributed to the student dormitory. The publicity contents include:

(1) Hang a uniform color banner, which is located on the main road of the campus. The number is 3-5, with the theme of "Jade Bird Flower Shop" website and "Grand Launch of Campus Flower Shop".

(2) Set up a publicity platform near the entrance of the dormitory and canteen in the campus with a large flow of people, and put in 3-5 microcomputers, which can be queried and ordered online; Put up a publicity board, introduce the contents of the flower shop in detail, put up real flowers, and publicize the gifts distributed on the same day.

(3) Please ask the school radio station to broadcast the publicity materials drawn up by the propaganda department of Jade Bird Flower Shop every morning, afternoon and evening for several days.

(4) In order to create an atmosphere, arrange two ladies to wear ribbons printed with the website of Jade Bird Flower Shop to explain and organize a lucky draw. Winners can order flowers below 20 yuan on site, and the website will pay the fee.

5] On the day of publicity, please invite the media related to the school to report on the spot, such as Wuhan Evening News and local TV stations.

Six, marketing effect prediction and analysis

1. Turnover income

According to the investigation and analysis, we can predict that the daily sales will exceed 1000 yuan on major holidays.

2. Payment method

According to relevant materials, online payment will reach 20%. We are actively contacting China Merchants Bank and other financial institutions to establish business cooperation and promote online payment.

3. Ordering method

E-mail order, directly enter the "Jade Bird Flower Shop" website campus flower shop to order, telephone order. In addition, we also focus on short message subscription which is popular among students.

4. Customer characteristics

Younger, 100% are young people, mainly boys; They have high reputation, high cultural quality and no bad debts.

5. Consumption characteristics

Flowers below 60 yuan are the most popular.

6. Information infrastructure

The company's website mainly exists in the form of virtual host, and the company does not need hardware facilities with information for the time being. For the development of information software and website construction, the company will recruit students with good computer skills and members with professional knowledge in this field to accomplish it together. Although b2c websites can achieve zero inventory in theory, it is very difficult to do so in reality.

Seven. Operating cost estimation

1. principle

Use every penny on the cutting edge and give full play to the value of every penny.

2. Initial investment

During this period, the funds are mainly used for outsourcing the whole network service (virtual host), product procurement, system development and maintenance, pre-publicity and logistics distribution. It is estimated that it will cost about 20,000 yuan. It takes about one month from the establishment of the website to the normal operation of the website.

3. Second-stage investment

At this stage, our service will spread to universities and Wuhan. The content of the service will be greatly expanded and the quality of the service will be further improved. Its source of funds is mainly the accumulation of the company's early profits and the introduction of foreign funds, such as bank credit.

Eight, the system development plan

1. System development plan

According to the lack of funds in the early days of the company's establishment and the actual situation of our development team, we decided to choose the way of virtual hosting to establish our company's website. Of course, with the expansion of business and abundant funds, we will consider setting up our own website. After the system is formed, the company will conduct real-time testing step by step according to the predetermined system functional requirements. The completeness of the system is undoubtedly a process of testing, perfecting, retesting and perfecting until the system functions meet the company's expected requirements.

2. System logic scheme

System logic scheme is the overall framework to realize the business objectives, strategies and methods of electronic mall. The following six modules are explained in combination with the actual situation of our company: system business activity flow, system overall logical structure, system data distribution, information processing module and security control module.

Nine. Project overview

1. Investigation on the completion of major work

To understand the real needs of college students' friends, the company made an overall plan from the aspects of achieving goals, operating mechanism and project strategy. In addition, in terms of system development scheme, the company also consulted a large number of documents about website services in combination with the actual situation in China, and combined with the knowledge of e-commerce learned in class, made a website operation process and design process suitable for the company, as well as a system logic scheme suitable for our company.

Most importantly, in view of the current situation that the flower market meets the special requirements of college students and friends, we have designed a series of service products ourselves, such as ordering flowers by SMS, attaching greeting cards, sending messages by phone, etc., and set reasonable prices. At the same time, we also set up a forum, which not only meets the actual needs of young students, but also meets the needs of consumers of different ages in society.

2. Shortcomings and difficulties

Because our enterprise has just started planning, there is a serious shortage of funds, and because of the tight time, the whole planning is inevitably lacking, but we will try our best to enrich and improve it. In terms of website design and production, we have great difficulties in website design because our team members don't know enough about this knowledge. However, through our joint efforts and cooperation, the website of Jade Bird Flower Shop has begun to take shape, giving people the hand of roses and leaving fragrance. We believe that this website will be further improved in future efforts.

I recommend it carefully.