Examples of a business plan. Structure, description, sections. Step six: market analysis Business plan and its analysis

Example of a cafe business plan
Example of a pharmacy business plan
An example of a business plan for an online store
Example of a business plan for a clothing store
Example of a restaurant business plan
Example of a business plan for a beauty salon
An example of a travel agency business plan
An example of a business plan for a car service
An example of a bank business plan
Example of a hotel business plan
An example of a coffee shop business plan
Example of a business plan for a hairdresser
An example of a business plan for a camp site
An example of a business plan for a photo studio

1. An example of a business plan for a cafe

Objective of the project. Create a public catering point - a cafe in the central area to serve guests and residents of the city, in particular: university students, employees of office buildings, visitors to a shopping complex (here you can specify the specific addresses of the nearest objects).
Description of the project. The cafe will consist of 1 hall, bar counter, utility room - warehouse, 1 production workshop. To organize production you will need:

• - technological equipment (coffee machine, refrigerator, microwave oven, inventory, dishes);
• - cash register equipment;
• - furniture;
• - repairs in non-residential premises.

Description of the market. There are now 2 fast food restaurants in the area where the cafe is located. Our competitive advantages: an expanded menu, more seats, a special offer - a set lunch with a fixed price in 5 minutes.

Investment plan:

• - get a loan in the amount of 150,000 rubles to carry out repairs and purchase equipment;
• - to recruit personnel;
• - conclude contracts for the supply of raw materials, food, drinks;
• - obtain permits for doing business.

Project start 12.10.2013, payback period 6 months, project profitability 32%.

2. Example of a business plan for a pharmacy

Objective of the project. Profit in the market for the sale of high-quality and effective medicines, biological additives, hygiene products.
The task of the project. Ensure a competent marketing campaign, occupy a sector of the real market of at least 20%.

Description of the market. Due to the constant increase in the number of chronic and seasonal diseases, the pharmacy market requires the opening of new outlets. Competitive advantage - high qualification of staff, cumulative discounts for regular customers, extended evening checkout time - until 22.00

Risks. Changes in the legislation regulating the drug market, as a result of which prices for imported drugs may increase and demand decrease.

Project stages:

• - Location of a pharmacy in a busy area (city hospital No. 2);
• - Staff recruitment;
• - Creation of a round-the-clock information hotline;
• - Purchase of equipment and adjustment of computer programs;
• - Conducting an advertising campaign.

Break-even analysis. The break-even volume of monthly sales was set at 4,000 units and 160,000 rubles.
Financial indicators of the project. Return on sales - 34%, return on equity - 106% with inventory turnover - 0.79, fixed assets - 16.82.

3. An example of a business plan for an online store

Objective of the project. Creation of an online store to serve corporate clients on an ongoing basis.
Kind of activity- supplying clients with an assortment of office goods, appliances, furniture.
Description of the project. To organize a business you will need:

• - remote office;
• - computer equipment;
• - computer program;
• - organization of telephone and Internet communication with clients;
• - Express delivery;
• - automobile.

Market analysis. Today, the market sector for the delivery of office supplies to city offices is free. The main competitors will be stationary stores and online stores delivering goods from other cities. Our competitive advantages are a wide range of products, a flexible system of discounts expressed as a percentage of the order amount, and the minimum delivery time is 1 day.

Project strategy for 1 year:

• - conclusion of an agreement with a major supplier of goods of the required assortment;
• - accumulation of demand using the site and the provision of intermediary services between the supplier's warehouse and customers;
• - increasing sales volumes;
• - investment in the creation of your own warehouse and stock of goods using a bank loan.

4. An example of a business plan for a clothing store

Description of the project. The Krasotka branded clothing store will present several assortment groups - outerwear, evening dresses, underwear, accessories (bags, umbrellas, leather goods).

Market analysis. Within a radius of 1.5 km from the location of the store, there are no specialized shops for women's clothing, at a distance of 2.3 km there is a shopping center "Alley", which has points of sale for dresses, winter jackets, bags. Competitive advantage - provision of an installment plan for a group of fur and leather goods, a cumulative system of discounts, a bonus program - a gift for 10% of the purchase price.

Trading plan.

• - One-day turnover - 88,200 rubles.
• - Margin - 32%.
• - Income of the 1st year - 9,567,000 rubles, of the 2nd year - 12,758,000 rubles.
• - The share of expenses in the profit structure is 6.89%.
• - Profitability of the project - 8.39% to the turnover.

Marketing strategy. The front of the store overlooks a busy central street with a high flow of people, it will contain: a sign, an information stand with a description of special offers, announcements of promotions and sales.

5. An example of a restaurant business plan

The concept of the project. European cuisine restaurant for the middle class with 50 seats.

* Calculations are based on average data for Russia

Step 6: Prepare the "Market Analysis" section of the business plan

Any business plan should have a section dedicated to describing the target market, analyzing its general trends and conditions, and determining how these trends affect the results of your operations and the profit of the new company.
If you are a professional marketer with a lot of experience, then this part of the job will not cause you any difficulties. For everyone else, we provide detailed recommendations with illustrative examples.

Market characteristics

First of all, collect as much information as possible about the current market situation, the main trends in the industry, forecasts and prospects for its development. Investors are interested in the size of the market you are going to enter with your products - regional, Russian, in the CIS or on a global scale, the level and trends of the industry development, price dynamics over the past five years.

Answer the question, what trends in the sales of your main products or services have been observed in the market over the past five years? Describe what the trend analysis is forecasting for the next five years and indicate sources of information. Explain how these changes may affect your company in the future.

For example:

The industry engaged in the production of goods or marketing a product or service in ____ showed a rapid growth from ___ rubles. up to ____ rubles, which is ___% for ___ years.

According to the data of specialized publications (research companies, trade organizations, reports, marketing agencies), over the next ___ years, the market is expected to increase by ___%. It is expected that by the end of ___ the volume of the industry will amount to ____ million rubles.

The most promising and rapidly developing segment of the market for a product or service is ____, which allows us to consider this direction as optimal for opening a new type of business.

The level of attention that needs to be paid to market and industry analysis in your project depends on the size and perspective of your business.

Of course, if you are going to open a shoe repair shop on your street, it is hardly worth describing in detail the volumes and forecasts of the development of the world market for such services.

However, even if your business will cover only a district or city, an assessment of the situation in this area on a large scale will not only give solidity to your business plan, but will also allow you to assess the prospects for expanding the company, developing new areas of work in the future, and the range of goods and services offered.

Ready-made ideas for your business

If your business does not require large investments and / or you do not have accurate data on the new industry, then you can do without in-depth analysis, accurate data and links to authoritative sources. Moreover, you can use your own assessments and predictions of the situation based on your research.

For example:

Since the product we offer appeared on the market relatively recently, and the market for its sale is just beginning to form, it is rather difficult to accurately assess the volume of its sales for the next few years. The size of potential sales can range from ___ to ____ rubles. Nevertheless, it is safe to say that the market is expected to grow rapidly.

At the moment, sales in monetary terms are increasing by ____% annually, and the number of products sold is growing by ___ units per year. No slowdown in growth is expected over the next few years.

Moreover, as the market is just beginning to be mastered by an increasing number of large manufacturers, experts predict a further increase in sales by ____% per year.

In a business plan for large enterprises, it is necessary to describe what market share the company will be able to occupy and assess its export potential (plans to expand the business outside the country).

It is also worth mentioning here the specifics of the chosen industry (entry threshold, seasonality factor), as well as the special goals of your presence in the market, if any.

When assessing market share, try to be as objective as possible and do not wishful thinking. To do this, justify your forecast with the results of your research and expert estimates.

Determine the total market size, its growth rate, the market size in one year, three years, five years, the percentage of profit you expect to receive in one year, three years, five years, and the percentage of profit that competitors have.

For example:

According to the data obtained by __________, the local / regional / federal / international market for a product or service generates annual sales of ____ rubles. (dollars or euros). We estimate that _________ will be able to occupy ____% of the market over the next ___ years.

Characteristics of product consumers

Determine if your target market is consumer or industrial (the so-called B2B market - "business to business").

If the product or service you offer is intended for end consumers, then give their age characteristics, education level, family composition, gender, income level, describe their lifestyle, professional activities, general needs, and purchasing behavior.

For example:

The target audience of our company includes men and women aged ___ unmarried (married / have children), with a secondary vocational / higher education, with an income of _____, working full-time (part-time / unemployed / students / pensioners).

They live in large cities (suburbs / medium and small cities / districts), as a rule, they read ____, listen to ____, watch ____ and often (occasionally / rarely) use the Internet.

Describe the factors that guide your potential consumers when purchasing products or services similar to yours. If your product is already on the market or if there was market research and focus group testing, include in your business plan the results and the opinion of potential buyers about the goods and services offered.

Marketing strategy

An effective pricing policy is an important factor in the success of an enterprise's marketing activities. In this section of your business plan, provide a calculation and justification for the prices you set for goods or services.

The prices you set for your products will directly affect your sales and profit margins. To determine your pricing policy, you need to set tasks, develop a pricing system taking into account all the costs of the enterprise, choose a pricing strategy to create a presence on the market.

For example:

Before setting prices for our product, we calculated the cost per unit. We then examined the prices of similar products on the market.

If our product had a mid-market price and sales were at the minimum projected volume, the company would have made a profit of ___ in ___ days / months / years.

But since the product developed by us has additional unique characteristics, including _____ (versatility, reliability, long service life, etc.), we considered it possible to set a price for it ___% higher than the market average.

Before approving the cost, we conducted a survey among potential users of the product. The questionnaire included questions regarding the benefits associated with additional product characteristics and the relevance of new features.

Thus, we found out whether the price set is acceptable to consumers.

According to the results of the study, it turned out that 50% of the respondents showed interest in the new product and considered its price to be fair. 20% of this group have already sent orders for our products. Thus, our proposed pricing and discount system for the product is _________.

Describe the current distribution system for sales and the planned distribution scheme for the future. The secret to good distribution is extremely simple: you need to provide your products and services to the people who need them at the right time, in the right quantity, and at the lowest cost to you.

The traditional distribution scheme involves selling to consumers directly, through agents or a network of distributors, through a wholesale or retail operator. Sales volumes through each of these channels depend on the number of consumers your product is targeted at, market concentration, product price and complexity, financial resources, and the need for control.

For example:

The main distribution channels of the company are ____. We preferred to use Channel A because its target market has similar characteristics to our potential customers. Channel B was chosen by us for the reason that it has exclusive trading rights in the market of this region. Channel B provides high quality customer service and has the widest market coverage in the region.

Now you need draw up a plan to promote your products, which discusses the advertising tools you intend to use, sales promotion, service and warranty services, and public relations.

Write about what you want to convey to your clients and / or about the possible subject of advertising messages. List the advertising media that you plan to use and explain why you chose these particular tools.

For example:

During seasonal promotions and sales we will be ______. For special events, our company will use the services of an advertising agency to develop the entire concept of an advertising campaign or individual materials.

When choosing an agency, we plan to pay special attention to its professionalism (experience in related areas, client base, creativity, etc.).

Sales promotion is a combination of several types of activities foreseen in the promotion plan. The main purpose of sales promotion is to improve the wholesale and retail sales of products.

For this, methods are used such as selling through catalogs, distributing leaflets with information about promotions, decorating shop windows and expositions in the trading floor, placing banners and signs (that is, everything that is not directly related to advertising, but contributes to sales growth and increasing awareness your company).

This also includes participating in trade shows and holding demonstrations.

Describe special promotions or offers from your company that can help increase the sales of the offered products or services. Indicate the duration and frequency of these offers, their target audience and how potential buyers are informed about them.

For example:

In order to increase the volume of sales of our goods or services, we plan to organize the following special offers and promotions (discounts, special events, exclusive offers, discount card system, sales, distribution of free trial products or services, contests, charity events).

These events will be held weekly (daily, monthly, every three months, every six months, during a sales downturn) and will last ___ days on average. We plan to inform our clients about the next promotions using _____.

The direction of Public Relations (public relations) is closely related to the others, but is usually considered as a separate component of promotion.

This includes issuing and distributing press releases, holding press conferences, participating in radio and TV programs, appearing company representatives at various public and commercial events, as well as creating other favorable news occasions that will attract the attention of the public and the press.

For example:

The main goal of the ongoing public relations activities is to increase the general awareness of the population about our products and / or services.

In addition, we plan to highlight our competitive advantages and inform potential customers about the latest trends and new developments of our company and the industry as a whole.

As part of the ongoing PR campaigns, press releases, test samples, multimedia products are sent out, publications in the media are initiated, interviews with company top officials are organized, product reviews are prepared and press conferences are held.

Often this section contains information about the service and warranty services that you offer your customers. Don't copy the data from the previous section. Try to present these services as an added competitive advantage that will grab the attention of consumers.

For example:

As a rule, the average warranty period for this type of product is one year. We are confident in the high quality of our products and are extending the warranty period to two years.

Characteristics of competitors

A description of the competitive landscape is an integral part of any business plan. Indicate who your direct and indirect competitors are. Estimate their market share and profit margins. Analyze their strengths and weaknesses, describe what technologies and equipment they use, what methods of promotion they prefer, what kind of staff they have, what kind of response can be expected from them after launching your product on the market.

Such research is quite possible to carry out independently. Look for information in directories and industry publications, talk with clients (including former ones) of a competitor company, conduct a survey among buyers, carefully study competitors' products, pay attention to their advertising and promotion methods.

For example:

Our main competitors in the market for a product or service are companies A, B and C. Competitor A is known for its aggressive pricing policy.

Competitor B has developed and implemented the most effective service plan. Competitor B has been on the market longer than others and has a favorable reputation and a large number of loyal customers. However, none of the competing companies is expanding their range or offering additional services.

Our direct competitor in the region is _________________, located in _______.

It has the following advantages: favorable location (located at the intersection of major transport interchanges, close to suppliers), competitive prices, fast delivery, competent managers.

The disadvantages of a competing company include a low level of service (customer complaints about a long period of repair under warranty), outdated equipment, lack of partner programs, etc.

Here you can also describe your main competitive advantage by comparing your offer with those of other companies.

For example:

Despite the fact that our company is still unknown in the market, we have two distinct advantages over our competitors.

We purchase goods in large quantities, which allows us to reduce the unit cost and transportation costs and, therefore, set a lower retail price for the product than that of competitors.

We also offer the highest level of customer service, offer free telephone information services, carry out sales through our website and regularly hold promotions and sales.

Preliminary expert assessment;
marketing analysis;
technical assessment;
financial assessment;
institutional analysis;
risk assessment.

Implementation of a preliminary expert assessment of a business plan

The analysis of the state of the branch of the economy is carried out by referring it to one of the following provisions:

Embryonic;
developing;
mature;
old.

The second parameter assumes an assessment of the competitiveness of an organization within the industry, by referring it to one of the following provisions:

Dominant;
strong;
favorable;
unstable;
weak;
unviable.

When comparing the obtained parameters, a matrix of the organization's life cycles is formed.

Marketing Analysis

Will the organization be able to sell the product in the analyzed business plan?
will the company receive a sufficient amount of profit from the sale of the product?
is the project compatible with the domestic and foreign policy of the state?

If the answer is no to at least one of these questions, the business plan is subject to rejection.

Carrying out a technical assessment of the effectiveness of a business plan

On the application of technology suitable for the implementation of the project;
on the analysis of regional conditions, including in terms of prices and availability of materials, energy, labor resources.

Carrying out a financial assessment of the effectiveness of a business plan

Assessment of the financial position of the organization during the previous 3-5 years of the organization's work;
assessment of the project payback.

Estimating the payback of the project, the analysis of the planned cash flows is carried out within the boundaries of the expected period of its implementation. These volumes should cover the size of the total investment.

From the point of view of financial parameters, the project can be adopted if the total cash flows generated from the issue of securities provide coverage of the required rates of return.

The economic efficiency of capital investments is analyzed by the following methods:

- The method of assessing the payback period of investments:

where PP is the payback period, years;
I0 - initial investment;
CFt is the net cash receipts from the implementation of the investment project in year t.

- The method for determining the average annual profit:

Where T is the duration of the investment period;
Рt - cost estimate of the results obtained from the project during the period of time t;
Зt - total project costs during the period of time t;
m is the number of intervals during the investment period.
A business plan can be considered economically attractive if this parameter is positive.

- Simple rate of return on investment (ARR) method:

where EBIT (1-H) - income after tax, but before interest, equal to the product of income before interest and tax payments (EBIT) and the difference between the unit and the tax rate of profit H;
and - the value of assets at the beginning and end of the period under review.

- By the method of net income (NP) (net value, NV):

where: D - total project revenues;
З - total project costs.

- By the method of net present value (NPV):

where E is the desired rate of return (discount rate);
I0 - initial investment of funds (investment costs),
CFt is the net cash flow at the end of period t.

- The method of assessing the return on investment:

- Internal rate of return (IRR) method:

Acceptable values ​​of the payback period are characterized by a period that is shorter than the settlement period and a shorter return on investment;
if NPV> 0, then the project is effective and can be accepted: the larger the NPV, the more effective the business plan;
if the value of the profitability index PI> 1, then the project is effective;
if the value of the IRR indicator is> the discount rate, then the project is expedient.

Implementation of institutional analysis

Assessment of the influence of internal factors is carried out within the following blocks:

1. Management capabilities:
seniority and qualification indicators of the first persons of the organization;
motivation of top managers;
factors of compatibility of top managers with the goals of the business plan.
2. Opportunities of labor resources.
3. The capabilities of the organizational structure of the organization with a thorough analysis of decision-making and delegation of authority.

Carrying out a risk assessment

Production - associated with the possibility of default on obligations to consumers of products;
financial - related to the possibilities of default on credit obligations;
investment - associated with the possibility of devaluation of investment and financial portfolios;
market - associated with the possibility of fluctuations in prices, rates and exchange rates;
political - associated with possible losses from political changes.

The algorithm for analyzing the degree of risk impact of a business plan is implemented according to the following scheme:

The outcome of the risk analysis is a description of the uncertainties inherent in the business plan. Further carried out evaluation of the effectiveness of the business plan for the limiting values ​​of each risk parameter, the NPV and IRR indicators are calculated for various conditions for the implementation of the business plan.

The next step is to analyze the scenarios for the implementation of the business plan:

Optimistic;
standard;
pessimistic.

The conclusion about the possibility of successful implementation of a business plan can only be based on a pessimistic scenario.