文档介绍：ess pany
Business Plan
March 01, 1998
Table of Contents
Executive Summary 1
Objectives 2
Mission 3
Keys to ess 3
Summary 4
Ownership 4
History 4
Locations and Facilities 6
Products 7
Product Description 7
8
Sales Literature 9
Sourcing 9
Technology 10
Future Products 10
Market Analysis Summary 11
Market Segmentation 11
Target Market Segment Strategy 12
Market Needs 13
Market Trends 13
Market Growth 13
Industry Analysis 14
Industry Participants 15
Distribution Partners 16
and Buying Patterns 17
petitors 18
Strategy and Implementation Summary 19
Strategy Pyramids 19
Value Proposition 19
Edge 20
Marketing Strategy 20
Positioning Statement 20
Pricing Strategy 21
Promotion Strategy 21
Distribution Strategy 21
Marketing Programs 22
Sales Strategy 22
Sales Forecast 23
Sales Programs 25
Strategic Alliances 25
Milestones 26
Management Summary 28
Structure 28
Management Team 28
Management Team Gaps 29
Personnel Plan 29
Financial Plan 31
Important Assumptions 31
Key Financial Indicators 32
Break-even Analysis 33
Projected Profit and Loss 34
Projected Cash Flow 36
Projected Balance Sheet 39
Business Ratios 40
Executive Summary
ess pany is an S Corporation founded and entirely owned by Ralph and Mabel. pany was founded in 1993 and has received no outside investments. ess sells three different software products mand impressive market share. Ralph and Mabel are interested in taking pany to the next level achieving $ million in sales by 2000.
ess's objectives are ambitious yet achievable. Sales increases of $ million in 1999, and doubling that for the next year. They also forecast gross margin increases to 70% profit increases to %.