Business plan analysis: components and order. Analysis of the business planning system of an enterprise on the example of LLP "REDBERRY industry" Checking the initial data

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Step 6: Preparing the Market Analysis Section of the Business Plan

Any business plan should have a section describing the target market, analyzing its general trends and conditions, and determining how these trends affect the results of your operations and the profits of the new company.
If you are a professional marketer with extensive experience, then this part of the work 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 industry trends, 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, CIS or worldwide, the level and trends of the industry, price dynamics over the past five years.

Answer the question, what are the sales trends of your main products or services in the market over the past five years? Describe what projections the trend analysis makes for the next five years and indicate sources of information. Describe how these changes may affect your company's operations in the future.

For example:

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

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

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

The level of attention to be given to market and industry analysis in your project depends on size and prospects of your enterprise.

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 for the development of the global market for such services.

However, even if your business will cover only a district or city, assessing the situation in this area on a large scale will not only add 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 for a new industry, then you can do without deep analysis, accurate data and references to authoritative sources. Moreover, you can use your own estimates and forecasts 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 estimate its sales volumes for the next few years. The size of potential sales can range from ___ to ____ rubles. However, 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. Growth slowdowns are not expected over the next few years.

Moreover, since 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 take and assess its export potential (plans for the business to go outside the country).

Here it is worth mentioning 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 evaluating 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 assessments.

Determine the total size of the market, its growth rate, the size of the market in one year, three years, five years, the percentage of profits that you expect to receive in one year, three years, five years, and the percentage of profits 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 in the amount of ____ rubles. (dollars or euros). According to our estimates, the company _________ will be able to take ____% of the market over the next ___ years.

Characteristics of product consumers

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

If the product or service you are offering is intended for end users, then provide their age characteristics, education level, family composition, gender, income level, describe their lifestyle, professional activities, general needs, purchasing behavior.

For example:

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

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

Describe the factors that guide your potential customers when buying products or services similar to yours. If your product is already on the market, or if market research and focus group testing have been conducted, include in your business plan their 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, give the calculation and justification for the prices you set for goods or services.

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

For example:

Before pricing our product, we calculated the cost per unit. We then studied the prices of similar products on the market.

If our product had an average market price, and its sales were the minimum predicted volume, the company would make a profit of ___ in ___ days/months/years.

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

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

Thus, we found out whether the established price 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 fair. 20% of this group have already sent orders for our products. Thus, our proposed system of pricing and discounts for the product is _________.

Attach a price list to the business plan, if you already have it approved.

Describe the sales distribution system currently and the planned distribution pattern in the future. The secret to good distribution is simple: you need to get your products and services to the people who need them at the right time, in the right quantity, and at the lowest possible cost.

The traditional distribution scheme includes sales to consumers directly, through agents or a network of distributors, through a wholesaler or retailer. The volume of sales through each of these channels depends on the number of consumers your product is aimed at, the concentration of the market, the price and complexity of the product, financial resources and the need for control.

For example:

The company's main distribution channels are ____. We chose 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 rights to trade in the market of this region. Channel B provides a high quality customer experience and has the widest market coverage in the region.

Now you need create a marketing plan for your product, which covers the promotional tools you intend to use, sales promotion, service and warranty, and public relations.

Write about what you want to convey to your customers and / or about the possible topics of advertising messages. List the advertising media you plan to use and explain why you chose those media.

For example:

During the period of seasonal promotions and sales, we will ______. 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 fields, client base, creativity, etc.).

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

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

This also includes participation in trade shows and demonstrations.

Describe your company's special promotions or offers that could increase sales of the products or services offered. Specify the duration and frequency of these offers, their target audience and ways to inform potential buyers about them.

For example:

In order to increase the sales of our products 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, competitions, charity events).

These events will be held weekly (daily, monthly, every three months, every six months, during sales downturns) and will last an average of ___ days. We plan to inform our customers about the next promotions with the help of _____.

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, attending various public and commercial events, and creating other favorable informational occasions that will attract the attention of the public and the press.

For example:

The main purpose of our public relations activities is to increase general public awareness of our products and/or services.

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

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

Often this section contains information about the service and warranty service that you offer to your customers. Do not copy data from the previous section. Try to present these services as an additional competitive advantage that will attract 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 extend the warranty period to two years.

Characteristics of competitors

Description of the competitive environment is an integral part of any business plan. Indicate who your direct and indirect competitors are. Assess their market share and profit margins. Analyze their strengths and weaknesses, describe what technologies and equipment they use, what promotion methods they prefer, what kind of staff they have, what kind of response you can expect from them after your product is launched on the market.

It is quite possible to conduct such a study on your own. Look for information in directories and industry publications, talk to customers (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 product or service market are companies A, B and C. Competitor A is known for its aggressive pricing policy.

Competitor B has developed and implemented the most efficient service plan. Competitor B has been in the market for the longest time and has a favorable reputation and a large number of loyal customers. However, none of the competing companies expands the range or offers 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 repair period under warranty), outdated equipment, lack of affiliate programs, etc.

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

For example:

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

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

We also offer the highest level of customer service, offer a free telephone information service, sell through our website and regularly run promotions and sales.

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The proposed business plan was developed by the enterprise as a report to the bank planning to finance the investment project of OSK LLC by providing a loan. As you know, if the borrower is not able to submit the above document, then this indicates a low professional level of the enterprise administration and makes it impossible to obtain a bank loan, in addition, in the future the bank will evaluate the issuance of a loan to such an enterprise as a more high-risk operation, which will necessarily affect the amount of interest on the loan upwards.

The purpose of the investment project for the development of OSK LLC is to achieve a sustainable volume of production and sales of building materials and, as capital investments are mastered, to increase the volume of production and sales of products. It is planned to reach the specified volume of sales in 2009 by improving the quality and durability of products and expanding sales markets as a result of improving marketing activities. The calculations made in the business plan of indicators characterizing the economic, commercial and budgetary efficiency of the investment project for the development of OSK LLC showed that the project is highly effective and attractive for financing. The assessment of commercial risk in the business plan for the development of LLC "OSK" was carried out according to the stages of implementation of the investment project using expert assessment methods. An analysis of the most significant simple risks of an investment project in terms of unforeseen costs (5.87), lack of working capital (3.33), currency risk (1.67), consumer solvency (1.67) showed that the risks most likely will not manifest themselves . Risk assessment was carried out on the basis of the developed expert system.

Measures have also been developed for the legal protection of the rights of the investor, ensuring guarantees for the implementation of the project. And as security for the fulfillment of obligations under the loan, the Board of Directors of OSK LLC decided to pledge to the lender for the entire term of the loan agreement a package of documents certifying the right to own a certain share of OSK LLC. The financial condition of the enterprise in the developed report is characterized as difficult, although there have been no significant changes in the structure of the balance sheet over the past year.

The balance currency decreased by 4.9 million USD. This, as well as a slight decrease in the share of non-current assets (by 13.36%), is mainly due to the disposal of obsolete and worn-out equipment.

As part of liabilities, the share of sources of own funds decreased by 15.23%, in absolute terms - by USD 7.0 million.

The cost of fixed assets decreased by 6.5 million USD, but at the same time, the equipment wear coefficient decreased, which improved the structure of fixed production assets.

The current assets of the enterprise for the period increased from 4.7 million USD. to 6.1 million USD, and their share in the value of property increased from 20.36% to 33.72%, or by 13.36%, which can be explained by the influence of inflationary processes.

In the composition of current assets, the share of reserves and costs in the total amount of the company's funds increased from 14.60% to 26.40%, although in absolute terms it increased from 3.4 million USD to 4.8 million USD.

Marketable assets of the enterprise decreased from USD 10.3 million to USD 9.7 million. The decrease was due to the collection of receivables, which in the current environment is a positive sign.

There is some improvement in the material and technical base of the enterprise, a part of worn-out funds and inefficient intangible assets has been eliminated, although the enterprise needs to significantly improve the efficiency of using all non-current assets;

The enterprise manages to make current payments to the budget in full;

There are no arrears in wages;

The structure of external liabilities worsened due to an increase in the share of short-term loans;

There was no significant change in the volume of own working capital;

The funds of the enterprise are not used effectively enough, the turnover of both the capital as a whole and its individual parts is still low;

The company is experiencing liquidity problems, which can significantly worsen without a significant change in the financing scheme (attraction of long-term sources). Since the underdevelopment of the Russian stock market as a means of attracting investments does not allow using the stock mechanism to finance production by placing equity or debt securities, it seems most effective to change the structure of financing an enterprise by attracting long-term loans or loans.

Simultaneously with the solution of the problem of increasing the share of LLC "OSK" in the Ural market of building materials, the marketing department of the enterprise developed a plan for the development of channels for promoting products in the market of other regions of Russia, which can be considered as an additional reason for the transfer of LLC "OSK" by the bank to a low-risk group.

The organization also provided the bank with a phased schedule for the implementation of the future investment project. This chart illustrates the priorities placed by management in relation to investees.

With regard to the income of OSK LLC received during the implementation of the investment project, it is indicated that they are determined by the ratio of selling prices for products and the cost of its manufacture (by type), as well as planned production volumes. The project was evaluated on the basis of integral indicators reflecting the economic efficiency that is planned to be achieved as a result of its implementation. The discount factor (discount rate) adopted in the calculation of project efficiency is 0.15 (15%) and coincides with the average yield of government short-term bonds predicted for the project implementation period.

Cafe business plan example
Sample Pharmacy Business Plan
An example of a business plan for an online store
An example of a business plan for a clothing store
Restaurant business plan example
An example of a business plan for a beauty salon
Travel agency business plan example
An example of a car service business plan
Bank business plan example
An example of a hotel business plan
Coffee shop business plan example
Barbershop business plan example
An example of a camp site business plan
Photo studio business plan example

1. Cafe business plan example

Objective of the project. Create a catering point - a cafe, in the central area to serve guests and residents of the city, in particular: students of the university, employees of office buildings, visitors to the 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 equipment;
- furniture;
- Refurbishment of a non-residential building.

Description of the market. In the area where the cafe is located, there are now 2 fast food eateries. 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 for repairs and purchase of equipment;
- conduct staff recruitment;
– conclude contracts for the supply of raw materials, products, drinks;
- obtain permits for doing business.

The start of the project is 10/12/2013, the payback period is 6 months, the profitability of the project is 32%.

2. Sample Pharmacy Business Plan

Objective of the project. Making a profit in the sales market of high-quality and effective medicines, biological additives, hygiene products.
Project task. Ensure a competent marketing campaign, occupy the real market sector 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 - highly qualified staff, cumulative discounts for regular customers, extended evening cash desk - until 22.00

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

Project stages:

— Placement of a pharmacy in a busy area (city hospital No. 2);
— Recruitment;
— Creation of a round-the-clock reference hotline;
— Purchase of equipment and adjustment of computer programs;
- Conducting an advertising campaign.

Break-even analysis. A break-even monthly sales volume 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, OS - 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 customers with an assortment of office goods, equipment, 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. To date, the market sector for the delivery of stationery to the offices of the city is free. The main competitors will be stationary stores and online stores with delivery of goods from other cities. Our competitive advantages are a wide range, a flexible system of discounts, expressed as a percentage of the order amount, 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 range;
– accumulation of demand using the site and the provision of intermediary services between the supplier’s warehouse and customers;
— increasing sales volumes;
— an investment in the creation of its own warehouse and stock of goods using a bank loan.

4. Sample Clothing Store Business Plan

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 women's clothing stores, at a distance of 2.3 km there is a shopping complex "Alley", which has points of sale for dresses, winter jackets, bags. Competitive advantage - the provision of installments for a group of fur and leather goods, a cumulative discount system, a bonus program - a gift for 10% of the purchase price.

Trading plan.

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

Marketing strategy. The facade of the store overlooks a busy central street with a high human flow, it will include: a signboard, an information stand describing special offers, announcements of promotions and sales.

5. Sample Restaurant Business Plan

Project concept. European cuisine restaurant for the middle class with 50 seats.