1. 1 How to write an e-commerce plan
Basic introduction 1. 1. 1
How to write a business plan
A good business plan, including appendices, is usually 20-40 pages long. Too long a business plan will make people lose patience. The writing of the whole business plan is a step-by-step process, which can be completed in five stages.
The first stage: refine the concept of business plan and put forward the concept of business plan initially.
The second stage: market research, contact with enterprises and professionals in the industry to understand the market situation of the whole industry, such as product prices, sales channels, customer distribution, market development trends, etc. You can conduct some questionnaires yourself, and if necessary, you can turn to market research companies.
The third stage: competitor survey to determine your potential competitors and analyze the competitive direction of this industry. What about the distribution problem? The possibility of forming a strategic partner? Who are your potential allies? Prepare a one-or two-page summary of the competitor survey.
The fourth stage: financial analysis, including the value evaluation of the company. Make sure that all possibilities are considered. Financial analysis quantifies the company's revenue target and company strategy. Require detailed and accurate consideration of the funds needed to realize the company.
The fifth stage: the writing and revision of business plan. The collected information will be used to formulate the company's future development strategy, and the relevant information will be adjusted according to our above structure to complete the writing of the whole business plan. After the completion of the plan, the feasibility of the plan can still be further demonstrated, and the whole plan can be continuously improved according to the accumulation of information and changes in the market.
2) Five common shortcomings
A successful business plan should have the characteristics of clear structure, consistent style, easy to understand, avoiding vague terms and artistic pages. In addition, some common disadvantages should be avoided in the writing process.
Disadvantages 1: self-centered, no loss, lack of analysis of industry market situation. In the process of making business plans, many people often explain what they want to do from their own point of view, but they just don't have the necessary analysis on whether their products and services have a market and how to sell their products. To know that customers are God, only customer-centered products and services will be recognized by people. At the same time, there is no analysis of the industry environment and market, which gives people the impression that the planners themselves have limited understanding of the industry, which greatly reduces the confidence of investors.
Disadvantage 2: If you are too optimistic about the market or enter a congested market, some planners will come up with some data far from industry standards to predict the company's future market share and get overly optimistic results. Or enter the congested market and hand in an unprofessional business plan.
Disadvantage 3: Don't analyze competitors' situation, usually analyze competitors' situation, including existing enterprises in the industry, some substitute products of our company and the upgrading of new technologies. In today's market, competition always exists. If we don't analyze the situation of our competitors, we will lack an understanding of the crisis the company will face in the future.
Disadvantage 4: Lack of a viable profit model Many business plans describe the company's future revenue sources very vaguely. For example, when the Internet market is high, there are not many opportunities to gain recognition from investors through storytelling. After all, prudent investors are most concerned about the company's future profit prospects.
Disadvantage 5: The financial forecast has not reached the break-even year. Although the prediction of the future financial situation is subjective, it is still necessary to make enough predictions to tell investors the possible profit time. In many business plans, some financial plans only tell investors the use of funds in the next 12 months, which is obviously not enough. It gives the impression that the company's prospects are unpredictable and it has been in the outflow stage.
In the information age, technology is changing with each passing day, and the market environment of the company is changing rapidly. Writing a good business plan can't guarantee the success of the company, and because of the change of environment, the original business plan must be constantly adjusted, and it is inevitable that the original business plan will be unrecognizable in the process of implementation. However, planned business activities are always closer to success than unplanned business activities, which is the function of business plan as a management tool.
1. 1.2 market analysis
The market analysis part of e-commerce business plan mainly discusses customers. That is, who is the customer, the analysis of the characteristics of the customer, the motivation of the customer to buy, etc. When writing this part of the market analysis, you need to determine the market objectives, how to position your products and services, in order to stimulate customers' desire to buy and meet their needs at the same time, so as to maximize sales.
1) In a complete business plan, market analysis should include the following parts:
⑴ Market analysis: Market analysis should include the following aspects: target market, characteristics and scope of customers, and future needs of customers.
⑵ Price strategy: The following factors should be considered in the pricing of products or services: cost, demand and competition. To adopt creative pricing strategy, we should also consider the permeability between industries, the marginal profit of the market and the flexible pricing mechanism.
⑶ Promotion plan: determine the promotion methods of products and services. Including the commitment to customers and various means to arouse customers' desire to buy again.
⑷ Distribution plan: formulate specific measures to deliver products or services to customers, and how to deal with related matters such as returns.
5. Demand forecast: based on market analysis and assuming that pricing strategy, publicity strategy and distribution strategy are effective, forecast the sales target of products or services.
2) Additional contents of e-commerce business plan:
A complete business plan should include all the above contents, and the business plan of e-commerce is no exception. However, as e-commerce is a new industry, its market positioning and other aspects should be elaborated in more detail.
(1) e-commerce target market
① What is the target market? First of all, we need to segment the market and determine the main market and the secondary market. The target market can be divided according to the following characteristics.
Statistical characteristics: mainly based on some specific objective factors, such as gender, nationality, occupation, income, etc.
Regional characteristics: mainly the country, region, working environment and living environment where the customer is located.
Psychological characteristics: including personality characteristics, outlook on life, beliefs, experiences, wishes, etc.
Customer characteristics: customer loyalty, purchase frequency, online purchase desire, etc.
Here, it is very important to determine the appropriate target market. If the target market is too large, it will consume a lot of material and financial resources; If the target market is too small, it is difficult for you to find the growth point of profit. Adjust the scope of the target market, determine the main market and market segments, in order to expand the profit space. Of course, due to many factors, only a part of the target market has become the final customer. For example, a customer needs a special product, and the product you provide is too expensive, or the customer can't contact you at all, or the customer wants to buy it through competition to get the best cost performance. Various factors may cause him not to become the final customer.
Market segmentation is to identify customers more accurately. Market segmentation is influenced by many factors, such as industry, competition, market strategy, and the injection of a large amount of capital will also affect market segmentation. Market segmentation is the estimation of foreseeable demand in market planning.
② Determination of target market
The main customers are those who especially like to buy your products and services. Identify your main customers and analyze who likes your products or services best, or who is interested in the products you sell.
Secondary customers are those who prefer your products and services. Make sure they are different from the main customers.
⑵ target market research
To determine the target market, the next step is to obtain relevant specific data through market research. In this part, you need to answer the following questions: the statistics of these specific markets (such as customer age, education, income, etc. ); Number of customers in the target market; Whether they use the Internet; Whether to buy goods online; Is the market growing, stabilizing or shrinking? We can obtain these survey data through the following channels:
(1) Relevant statistical departments of the government, relevant administrative departments, enterprises engaged in statistics, etc.
② Libraries, universities and related research institutions.
(3) Search relevant information from the Internet, or adopt various direct investigation methods.
Through market research, we can have a general understanding of the market. At the same time, we need to have a comprehensive understanding of the market environment and analyze our competitors.
1. 1.3 competition analysis
Every company will face competition, and future shareholders will often ignore dangerous competitors. Unless it is in an absolute monopoly position, competitors will always provide other substitute products or services. In the business plan, the part of competition analysis is to analyze competition. Through competition analysis, it will clearly show the company's position in the competition, help you formulate strategies, make the company more competitive, and make investors and other people who read business plans full of expectations for the company. If you don't pay enough attention to the impact of competition on the company, then your business plan may not be feasible.
First of all, make a comprehensive introduction to the main competitors in this industry, and then define and analyze the main competitors, that is, those who may pose a threat to your business success. Through the method of strategic analysis, analyze the advantages and disadvantages of competitors and look for opportunities and challenges. It is suggested to analyze the company's competition in the field of e-commerce from the following aspects:
Who is the competitor;
Define competitors;
Looking for competitors;
Analyze competitors;
Establish a competitor analysis table;
Write down the analysis results and online comments;
Determine the position in the competition.
1) Who is the competitor?
(1) Identify competitors
First of all, determine the scope of competition in the market, because not all competitors are the same, which can be roughly divided into the following categories:
① Direct competitors. Their products or services are very similar, so it is easy for customers to buy their products or accept their services. These companies are the fiercest competitors.
② Indirect competitors. They are companies that offer similar substitutes. Such competitors may have the same or similar value orientation, so they have the same target market, but they offer different products.
③ Future competitors. They are companies that may enter at any time, although they have not yet entered. As far as online sales are concerned, once indirect competitors see that your products are successful in their market, they will imitate them, so that indirect competitors become direct competitors, perhaps terrible competitors.
It is difficult to define existing and potential competitors. There may be dozens or even hundreds of indirect competitors, so determine the main competitors with restrictions, that is, those who will pose a real threat to your business activities. Generally speaking, it is enough to identify 7- 10 direct competitors and 3-5 indirect or future competitors. While clarifying competitors, it also determines the company's position in the competition.
(2) Find out competitors
You can find your competitors through the search engine on the Internet. Through search, you can get a lot of information about competitors, analyze and compare these information, and find out those companies whose target markets, products and services are similar or the same.
2) Competition analysis
(1) Create a competitor analysis file: list competitors and conduct systematic analysis. As we all know, the success of enterprises depends on the investment of assets and technology and the full play of competitive advantages. Therefore, an in-depth analysis of successful competitors can help you find the reasons for their success, thus helping you build your own business blueprint. Analyzing a competitor's weaknesses can help you understand where he is wrong and find market opportunities.
The competitor analysis file is a valuable analysis tool, which can help you to compare and analyze your competitors from the following aspects: company information, product and service information, customer information and competitive advantage.
Generally speaking, the competitor analysis document is a rich table. Its first column is a set of standards that can reflect the homogeneity and heterogeneity of competitors, including information from company consulting to competitive strategy. At the same time, the relevant information of our company is also included in the table, so that we can compare our company with our competitors, so that we can see the market competitive position of our company and other companies at a glance.
How many competitors should be analyzed is a difficult question to answer. Because, this is largely related to the competitive environment in which your company is located. Generally speaking, at least 2-5 direct competitors, 1 indirect competitors and 1 potential competitors should be analyzed.
Where can I get the analysis data? The main source is the competitor's website, and other sources include the following aspects:
Annual report: If the competitor is a listed company, it can be obtained directly from the Internet or newspapers.
Securities companies: Every large securities company has relevant departments responsible for collecting, classifying and analyzing various economic data.
Government departments: relevant government administrative departments, such as CSRC, Ministry of Commerce, Chamber of Commerce, etc.
Internet: In addition to various company websites, you can also search for relevant information through various search engines.
3) Determine the position in the competition
The analysis of competitors is the most important part of competition analysis. The focus of competitive analysis is how to make our products and services different from our competitors. Carefully consult relevant information, standardize the competitive analysis report, and write the competitive position analysis report in a convincing and easy-to-understand way.
For the analysis of competition theory and analysis methods, you can refer to related books, and I won't introduce them here.
1. 1.4 financial analysis
Financial analysis needs to spend more energy on specific analysis, including the preparation of cash flow statement, balance sheet and income statement. Liquidity is the lifeline of an enterprise, so when an enterprise starts or expands, it needs careful planning in advance and strict control in the process; The income statement reflects the profitability of the enterprise, which is the operating result of the enterprise after a period of operation; The balance sheet reflects the state of the enterprise at a certain moment, and investors can use the ratio index obtained from the data in the balance sheet to measure the operating status and possible return on investment of the enterprise. Financial planning generally includes the following contents:
1) Conditional assumptions of the business plan;
2) Estimated balance sheet; Estimated income statement; Analysis of cash receipts and payments; Source and use of funds.
It can be said that a business plan summarizes what venture entrepreneurs need to do in the process of financing, while financial planning is the support and explanation of the business plan. Therefore, a good financial planning is very important for evaluating the amount of funds needed by venture enterprises and improving the possibility of obtaining funds for venture enterprises. If the financial planning is not fully prepared, it will give investors the impression that enterprise managers are inexperienced, reduce the evaluation value of risky enterprises, and increase the operational risk of enterprises. So how to do a good job in financial planning? This first depends on the long-term planning of the venture enterprise: whether to create a new product for a new market or to enter an existing market with more financial information.
It is impossible for a startup enterprise that focuses on a new technology or innovative product to refer to the data, price and marketing methods of the existing market. Therefore, it should predict the growth rate and possible net profit of the market it enters, and sell its ideas, management team and financial model to investors. A venture enterprise preparing to enter the existing market can easily explain the scale of the whole market and the ways to improve it. Venture enterprises can plan the sales scale of the first year on the basis of obtaining the target market information.
The financial planning of an enterprise should be consistent with the assumptions in the business plan. In fact, financial planning is closely related to enterprise's production plan, human resource plan and marketing plan.
To complete the financial planning, we must clarify the following issues:
(1) What is the product output in each period?
(2) When will the product line expansion start?
(3) What is the production cost of each product?
(4) What is the price of each product?
(5) What distribution channels are used, and what are the expected costs and profits?
(6) What kind of people do you need to hire?
(7) When to start employment and what is the salary budget? Wait a minute.
1. 1.5 technical scheme selection
According to the amount and scale of investment, enterprises can choose virtual host, host hosting and dedicated server to build websites.
1) virtual host
The so-called virtual host refers to renting the hard disk space of the Internet Service Provider (ISP) server and using special Web technology to divide a computer host server into several virtual hosts. Each virtual host has an independent domain name and IP address, and has complete Internet service functions such as WWW, FTP and E-mail. Each virtual host on the same server is relatively independent and does not interfere with each other, and can be managed by users themselves. For visitors, a virtual host is exactly the same as an independent host server.
The advantage of virtual host mode is low cost, because it saves all hardware investment and software platform investment, and the annual cost is usually several hundred yuan to several thousand yuan. However, because many users * * * enjoy the server, they can't support a large number of concurrent accesses, and the website maintenance is relatively troublesome, which is their shortcoming. Virtual host mode is suitable for building small websites, such as existing enterprise Internet access projects. Usually, the conditions of virtual hosting services provided by various ISPs are not exactly the same, so enterprises should fully compare and choose carefully when choosing.
(1) Host location (domestic, foreign, etc. )
Generally speaking, the website is hosted in China, and domestic users access it faster, while foreign users access it slower; The website is published abroad (generally referring to the United States), and the access speed of global users is faster than that of domestic users. So, if your visitors are mainly from China, you can choose the virtual host you put in China, otherwise, you should choose the virtual host you put abroad. If you want to take care of both domestic and foreign users, you can choose both domestic and foreign hosts, of course, the cost will be higher.
(2) Network connection speed
This is a very important factor affecting the speed. Require the service provider's network connection speed as fast as possible. General web hosting providers will limit the traffic and bandwidth of your web hosting according to your payment. If your website traffic increases sharply, you must upgrade the virtual host in time.
(3) Virtual host space size
If your website hosts many pictures or has complicated functions, or you plan to rent some space to others (you are an agent), you should consider more disk space. A web page takes up about 20-50KB of disk space, and 10MB can hold about 200-500 pages. However, sometimes if you want to use this space to dump files (for example, download some files that can't always be downloaded by using your website's breakpoint download ability), or install the next program, you need to leave some space for yourself. The average small and medium-sized enterprise has 50MB of space (including email space).
(4) Email address
It is an enviable thing to have an email with the suffix of your own website name, and it is also a sign of the company's image. For example, if you have such a mailbox, it will be a good thing, and some virtual hosting providers may need you to pay extra.
(5) Is the database supported?
General e-commerce websites should provide customers with in-depth services, such as commodity keyword search and order inquiry. Databases are essential, and the prices of different databases are different.
(6) Quality of service
For example, whether to support page statistics, whether technical support is timely, whether the price is moderate, and so on.
2) Dedicated host mode
To build a website with a dedicated host is to buy a server, and then apply for a dedicated line and a fixed IP address from an Internet service provider ISP, install the corresponding software, and put the website inside the company. The technical scheme of dedicated host website generally uses UNIX system, and can also use Microsoft WIN2003+IIS. Using a dedicated host, it is easy to maintain, the web page is updated in time, the storage space is not limited, and it can be organically integrated with the management information system of the unit. Its disadvantage is high maintenance cost, and in addition, there may be insufficient bandwidth in the case of large visits, which is generally suitable for units with large data.
3) server hosting or host leasing
Using dedicated host mode, if the data flow of the website is large, the cost will be quite high. In order to solve this problem, we can consider putting the host in the ISP's computer room and entrusting it to the ISP for safekeeping, or simply renting a website server from it and putting it in the ISP's computer room or data center. ISP provides superior host environment for customers, and customers configure, manage and maintain the website server through remote control. This way of building a station has the following advantages:
(1) After the host (or server group) of the enterprise is hosted in the communication room of the network service provider, the networking speed can reach at least 10M, and the enterprise is completely relieved of the worries of setting up the communication room, powering on, accessing the Internet at high speed, upgrading the network, and needing the personnel on duty.
(2) While realizing high speed, the communication cost of enterprise mainframe is reduced, and the economy is obvious.
(3) Enterprises can obtain higher security by choosing hosting or renting services. If you choose the standard telecom room of the Telecommunications Bureau, you can provide the standard telecom-class computer room facilities that can keep users at constant temperature and humidity, sufficient uninterrupted communication power supply and 24-hour technical personnel on duty maintenance, so that users' servers and other equipment can obtain the highest security guarantee.
Adopting this method is also the business scope of small network companies. Small network companies can provide virtual hosting services by server hosting, and it is also a business model of the company to store dozens of websites with one host.
1. 1.6 operator selection
The operation of e-commerce projects generally consists of the following parts: website planning, webpage design, website development and website copywriting.
Website planning is responsible for understanding the specific requirements of the company, making the overall website planning book, making detailed column planning book, making website development specifications, coordinating the intersection of design and development, coordinating the overall work progress, making website promotion plan and being responsible for implementation.
Web page design and production is responsible for the overall style design of the website, the design of the first page of the website and the first page of the column, the design of the page frame of the website, the production of the Art editor and specific pages of the website, etc.
Website program development is responsible for website function design and development, website interactive platform design and development, network technology application and maintenance, website program debugging, etc.
Website copywriter is responsible for collecting and sorting out all kinds of website materials, editing the text content of each column of the website according to the project plan, writing and drafting all kinds of documents of the website, making website promotion instructions, collecting daily updates of columns and promoting texts.
In the process of website operation, the development team implements the project manager responsibility system, and the project manager is responsible for team management and daily operation of the website, and is responsible for the company, which truly reflects the company's intention to make a website, reasonably realizes the website development and operation objectives set by the company, and serves the overall development of the company. The company tracks the development process of the website project, puts forward the company's views and opinions at any time, participates in the website operation decision, guides the overall development direction of the website, and supervises the authenticity and effectiveness of network promotion and marketing.
E-commerce projects mainly have four modes of operation:
1) set up the company's network department, recruit professional and technical talents and network marketing talents, set up the company's own website operation team, develop, produce, maintain, promote and market websites, and own all intellectual property rights and ownership of website projects;
2) Outsourcing to network technology companies, network studios and other professional website development enterprises or teams in the form of project development. The company invests according to the list of website development expenses approved by both parties and participates in major decisions. The contractor realizes all designated website development technologies and promotion requirements according to the agreement between the two parties, and the company owns all intellectual property rights and ownership of the website project;
3) Network technology companies, network studios and other professional website development enterprises or team cooperation; Professional website development team, responsible for website development, maintenance and promotion with technology and management. The company takes equipment, office space and basic office expenses as investment shares and participates in major decisions on website operation. According to the agreement, both parties own the intellectual property rights and ownership of the website project and the income generated by the project in proportion to their shares.
4) Semi-cooperative relationship with professional website development enterprises or teams such as network technology companies and network studios; In the initial stage of website operation (three to six months or agreed), a professional website development team is responsible for website construction and promotion. As a prospective employee of the company, he enjoys wages, a small number of shares and other benefits. The company provides equipment and office space, salary and benefits, and enjoys most of the shares of the website. After the initial operation period of the website, it can decide whether to continue cooperation or change the cooperation mode. These four methods are different. See the analysis in table 1. 1.
Table 1. 1 Differences among different operators
merits and demerits
The first way regards the Internet as an important part of the strategic development of the enterprise, has its own technical team, develops new product lines and profit points of the enterprise, takes risks independently, breaks the routine process and budget of the enterprise, and challenges the existing management mode and existing human resources situation of the enterprise, so it is necessary to make long-term employment planning.
Second, relying on strong technical force and management team, the project implementation process and quality are guaranteed, the investment risk is reduced, and the early budget is clear, which will not affect the inherent business development of the enterprise. Some existing resources can't be effectively utilized, the budget cost increases, the project schedule can't be effectively controlled, and the continuity and expansibility of the project end are poor.
The third way relies on strong technical force and management team to ensure the implementation process and quality of the project, reduce investment and investment risks, and the website development has good sustainability, expansibility and great development space and prospects.
Can't completely own all the shares of the website.
Mode 4: The technical force and management team are reliable, truly reflect the development strategy of the enterprise, invest in stages, reduce risks, effectively use resources, and flexibly grasp the progress. The website development has good continuity and expansibility, and the development space and prospects are huge.
A small number of websites cannot be fully owned.
1.2 Business plan of enterprise website
Background analysis of 1.2. 1
Today's Internet has experienced ups and downs, which makes many people who struggle for it excited and depressed. A year ago, when impatient people began to shout loudly that the Internet was a bubble and everyone should not get stuck in it, the Internet in China still went its own way. Experts predict that 90% of internet companies will go bankrupt, but now it seems to be self-defeating. These ups and downs have made many people who really understand the Internet finally understand that the Internet itself cannot create output value, but it is a service industry.
Looking at the essence through the bubble can make us understand a lot. Internet is not a myth, but a real media, a tool and a way. Knowing this clearly, we find that the Internet is really useful if you know how to use it.
It has become an indispensable step for the development of modern enterprises to combine traditional enterprises with the Internet, display corporate image, release product information and provide good customer service with the help of the Internet. Internet serves enterprises and permeates the production, sales and management of enterprises, which has also become one of the important modes of Internet development.
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