(This case is the gold medal of the first "Challenge Cup" National College Students' Entrepreneurship Plan Competition)
1. Platform for Action
1. 1. Company
Study on Chitin Materials &: Development Co., Ltd. is a company to be established, which owns the patented technology of chitin fiber preparation, advocates the new concept of green life based on science and technology, and provides perfect natural biological products for human beings.
The annual market demand of medical suture in China is1500 million yuan, of which the annual market demand in absorbable sutures is 750 million yuan. In the early days of the company's establishment, in order to meet the needs of the rapidly developing absorbable suture market, medical chitin absorbable suture was produced, and the solution of investing in a factory was adopted to solve the problem that most absorbable sutures such as PGA (polyglycolic acid polyglycolic acid) were imported and expensive, which affected the improvement of people's medical level.
The company pays attention to the combination of short-term goals and long-term strategies, and the medium-and long-term goals will gradually expand the product fields, involving chitin medical antibacterial materials, drug slow-release materials, artificial organs, cosmetics, health foods, healthy clothing fabrics, new environmental protection packaging materials, fast food utensils and so on. , forming a diversified business group company with chitin as the core.
1.2. Market
The medical suture market is a group purchase market, and the purchase process belongs to group purchase behavior.
At present, the medical sutures widely used in China mainly include silk thread, catgut thread and PGA absorbable thread. The catgut material itself has defects, and the production cost of PGA suture remains high, which affects the application scope. Medical chitin suture will enter the market from this breakthrough point.
Medical chitin suture has entered the market with competitive price strategy. The production cost of the product is about 2. 1 yuan/root, which is one tenth of PGA suture. The average price is 30 yuan/root (according to the survey, the market acceptable price is 30-40 yuan/root), which is about 1/2 of the average market price of PGA suture, so there is a large room for price reduction.
The company will establish seven regional distribution centers throughout the country and establish a sound marketing network with agents and distributors.
In the process of products entering the market, there will be a large number of products for doctors to try out as a means to promote and increase market share. 900,000 yuan in the first year, 6.5438+0.6 million yuan in the second year, and 800,000 yuan each year in the third year.
The international leading patent technology for preparing chitin fiber is the key to preparing medical chitin suture. The company will establish ISO9000 quality management system and strive to obtain international ISO9000 quality management certification.
1.3. Investment and finance
The company is located in Zhangjiang High-tech Park, Shanghai, and enjoys the preferential tax policy of "three exemptions and three reductions".
At the beginning of the company, * * * needs 1 1 ten thousand yuan. Among them, 7 million is venture capital, 6.5438+0 million is invested by Donghua University, and 3 million is short-term loan. Among them, 6.02 million yuan is used for fixed assets investment and 4.98 million yuan is used for working capital. In addition, Tian Chun Biomaterials Co., Ltd. invested 654.38+0 million in equipment.
The scale and structure of the share capital is tentatively set as: the registered capital of the company is 654.38+0.2 million. Foreign venture capital invested 7 million shares (58.33%); Donghua University (formerly China Textile University) invested 3 million yuan (25%) in patent technology and 654.38+0 million yuan (8.33%) in capital; Shanghai Tian Chun Biomaterials Co., Ltd. invested 654.38 million yuan (8.33%) in equipment.
The estimated profit for the second year is RMB 654.38+million, and the annual sales profit rate thereafter is about 45%. The return on assets in the second year is 75.39%, and the payback period is two years and one month.
It is best to withdraw from venture capital in the third year to the fifth year, and the acquisition method is more suitable for our company.
1.4 organization and human resources
The nature of the company is limited liability company, and the initial organizational structure adopts linear system. The company's ownership and management rights are separated, and the general manager responsibility system is implemented. The general manager consists of the deputy general manager of marketing, the deputy general manager of technology and the deputy general manager of finance.
The patent of chitin fiber preparation technology belongs to Donghua University, and Professor Yong Zhiqing and other teachers are patent technology inventors. Professor Yong Zhiqing has many years of experience in the industrialization of scientific and technological achievements and will serve as the chairman and deputy general manager of the company. Entrepreneurial team members will participate in the marketing and financial management of the company; The company also hired Professor Gu from the Marketing Department of Donghua University as a marketing consultant.
See here for details:
/zuzhizuanqu/zhi nan . doc