1、PAGE ITABLE OF CONTENTSHURDLE: THE BOOKONBUSINESS PLANNINGMILLENNIUM EDITION (REVISED)How to develop and implementa successful business plan.By: Tim BerryPAGE IIHURDLE: THE BOOK ON BUSINESS PLANNINGPalo Alto Software, Inc., Millennium Edition (Revised), October, 2000This edition contains new informa
2、tion, expanded treatment of topics, and improved orcorrected table examples in several chapters.Publisher:Palo Alto Software, Inc.144 E. 14th Ave.Eugene, OR 97401USAFax: 1 (541) 683-6250Email: Website: Copyright 2000 Timothy J. BerryAll rights reserved under International and Pan-American Copyright
3、Conventions. Allrights reserved. Reproduction of this work in whole or in part without written permission of thepublisher is prohibited. Published in the United States by Palo Alto Software, Inc., Eugene, OR.Library of Congress Catalog Number: 00-109560ISBN 0-9664891-4-4Cover design by Paul Berry. B
4、ook layout by Teri Epperly. Editor, Steve Lange.PAGE IIITABLE OF CONTENTSAbout the AuthorTim Berrys latest book is On Target:The Book on Marketing Plans, co-authoredwith Doug Wilson, published in October,2000. His CPAs Guide to Business Planningwas published in 1998 by Harcourt BraceProfessional Pub
5、lishing. His other bookson business planning with spreadsheetswere published in the 1980s by Dow-Jones-Irwin, Microtext/McGraw-Hill, andHayden Books. His business software hasbeen published by Palo Alto Software andM & T Publishing. He has been aprofessional business planner since 1974,as an employe
6、e of Business Internationaland vice president of Creative Strategies,as a consultant to Apple Computer, as amember of the board of directors ofBorland International, and as presidentand founder of Palo Alto Software. He hasgiven seminars on business planning in10 countries on three continents.Berry
7、holds a Stanford MBA degree,an MA with honors from the University ofOregon, and a BA magna cum laude fromthe University of Notre Dame.AcknowledgementsI want to thank Paul Berry for not justcover design, but for inspiration as well. Iwas recently introduced to the phrase“Entrepreneur in Heat.” If you
8、 have to askwhat that means, then youve never beeninvolved with somebody starting abusiness. The shortcut is simply “EIH.”Paul has been EIH a lot lately.Teri Epperly has done a wonderful jobwith this book, designing the layout,managing the graphics, and patientlywaiting on me through the ups and dow
9、nsof my developing software, writing thisand one other book, and managing acompany all at the same time.To Vie Radek, Doug Wilson, Cristin,Megan, and most of all Vange, thanks forputting up with me while this was comingtogether.Sample Business PlansThis book includes two completesample business plan
10、s. One sample is acomputer store that is actually a compositeof several computer reseller businessesthe author consulted with during the early1990s. The other was a consultingcompany that was accepted for financingby a major venture capital firm, althoughit was never actually formed. Both wereorigin
11、ally published as part of BusinessPlan Pro and Business Plan Toolkit,published by Palo Alto Software, Inc.WorkbookAlso included is the Hurdle Workbook.The workbook pages provide a place towrite ideas on your business while youread and gather information. The textoutline was taken directly from Busin
12、essPlan Pro and Business Plan Toolkit. Asyou read through this book, werecommend you go to the topic referencein the workbook.PAGE IVHURDLE: THE BOOK ON BUSINESS PLANNINGHurdle book online!The latest printing of this book reorganizes the original chapters into seven sections.These changes were done
13、to create a similar look and feel with our new online edition.The online edition is continually edited to bring the most up-to-date businessplanning information to our customers. Please visit our business resources website at:http:/ VTABLE OF CONTENTSTable of ContentsPart 1: Fundamentals . 1As you s
14、tart the planning process, begin with a general view of the whole project. Reviewyour goals and consider your options.Chapter 1: Its About Results . 3What Makes a Good Plan? . 4Use of Business Plans . 5No Time to Plan? A Common Misconception. 5Keys to Better Business Plans . 6A Business Plan Fable .
15、 6Summary . 7Chapter 2: Pick Your Plan . 9What is a Business Plan? . 9What is a Start-up Plan? . 10Is There a Standard Business Plan?. 10What is Most Important in a Plan? . 10Can you Suggest a Standard Outline?. 10Standard Tables and Charts. 11Form Follows Function . 14Investor Summaries and Loan Ap
16、plications . 14Timeframes: Is Three Years Enough? . 14Summary . 14Chapter 3: The Mini-Plan . 15Objectives. 15Mission Statement . 16Keys to Success . 17Break-even Analysis. 17Market Analysis . 19Pause for Reflection . 20Summary . 20Chapter 4: Starting a Business. 21Customers First . 21Myths on Starti
17、ng a Business . 22A Simpler Plan for Start-ups. 22Simplified Business Plan Outline . 24Realistic Start-up Costs . 26Understand the Risks . 27Friends and Family Funding . 30PAGE VIHURDLE: THE BOOK ON BUSINESS PLANNINGLicenses, Permits, and Legal Entities . 30The Business Entity. 31Business Names, Tra
18、demarks, Copyrights, etc. . 34Part 2: Tell Your Story . 39A standard business plan includes company background information, history, and basicdescriptions.Chapter 5: Describe Your Company . 41Company Information . 42Think Strategically . 43Baseline Numbers . 44Summary . 50Chapter 6: What You Sell .
19、51Start with a Summary Paragraph . 51Detailed Description . 52Competitive Comparison . 52Sourcing and Fulfillment. 53Technology . 53Future Products . 54Sales Literature . 55Summary . 55Chapter 7: Management Team . 57Planning for People . 57Cover the Bases in Text . 58Develop Your Numbers . 60Summary
20、 . 62Part 3: Gathering Information . 63A good plan will include useful information about your market, your customers, and thebusiness youre in.Chapter 8: The Business Youre In . 65Industry Analysis . 66Finding Information . 68Finding Business Assistance. 74Summary . 77PAGE VIITABLE OF CONTENTSChapte
21、r 9: Know Your Market . 79Practical Market Research . 79Internet Research for Business Plans . 83Summary . 86Part 4: Forecasting. 87Forecasting is more art than science, a combination of good research, logic, simple math,and educated guessing. Its hard to forecast but its harder to run a business wi
22、thoutforecasting.Chapter 10: Forecast Your Sales . 89Sales Forecast - Simple . 90Sales Forecast - Detailed . 90Explain Forecast and Related Background . 93Summary . 94Chapter 11: Market . 95Market Segmentation is Critical . 95Market Analysis . 96Filling Out the Text . 98Summary . 100Chapter 12: Expe
23、nse Budget . 101Simple Math, Simple Numbers . 101Budgeting is About People More Than Numbers . 102Your Budget and Milestones Work Together . 104The Budget Will be Part of Profit and Loss . 105Summary . 108Part 5: Financial Analysis . 109The financials arent as hard as you think, particularly if you
24、have the patience to follow thesteps. A good plan includes sales, cash flow, profits, and related financials.Chapter 13: About Business Numbers .111Numbers Tell the Story . 112A Graphical View . 119Linking the Numbers . 120Summary . 120Chapter 14:The Bottom Line . 121PAGE VIIIHURDLE: THE BOOK ON BUSINESS PLANNINGChapter 15: Cash is King . 125Basic Cash Planning Example . 125A More Realistic Example .
