Also known as project management plan, business start-up plan or enterprise development plan, it is an operation plan made to persuade the board of directors, investment companies and banks to agree to invest in a project. Mainly to clarify the feasibility, strategic design and deployment mode of the project to be developed.
Project plan generally includes the following aspects:
Company status of 1;
2. Market and competitive state;
3. Marketing plan;
4 product problems;
5 development and production;
6 financial information;
7 Appendix.
As far as its format is concerned, the project plan includes the following points:
1. Cover:
Use two pieces of monochrome cardboard as the front cover and back cover. The front cover should indicate the project name, the name of the development company, the telephone number, the year and month of planning, the name of the company's directors, the document number, etc.
2. Number of pages:
The text of the planning book should be 2-35 pages, 32 pages, about 1- 1.5 million words, not too long. Because investors have limited reading time.
3. Summary
Generally includes the following contents:
1: overview of project startup company or newly established project company;
2. Definition and sales target of products or services developed by new projects;
3. Sales or profit targets of products developed by new projects and corresponding financial estimation results;
4. How much money is available and needed to achieve the above goals? If investors invest these funds, in what way, when and what kind of return will they get?
4. Contents
Every plan should have a table of contents, which is located between the abstract and the text, and it determines the content and structure of the plan.
Extended content:
What is a project planning scheme?
Project planning book refers to the text that plans future projects and shows them to the project leader. The basic framework of project planning is a "container" containing all the planning contents. It will vary from project to project, but the same kind of projects will have certain similarities. Project planning book is a written book of target project planning and a street lamp to realize the target project.
fundamental principle
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Objective principle: refers to the innovative and creative efforts made by the planner consciously and actively in line with the objective reality of the planned object in the process of project planning and operation. There are many ways to define a goal accurately. Take the sales target as an example, do a good job in market research, understand competitors, consumers' needs and their own strength, analyze and predict the project on the basis of fully grasping the factual data, and improve the accessibility and realizability of the planning target.
Principle of integration: define the nature and integrate resources. Planners should sort out and classify various resources involved in the project, and make clear the nature of various resources and their importance to the realization of the project. In addition, project planners must also understand the combined use of various resources, grasp the key points, strengthen the synergy of resources, and realize the synergistic effect of 1+ 1. For example, the comprehensive utilization of the concept, location, culture, landscape and other resources of real estate projects can greatly enhance the taste, culture and practical value of real estate.
Positioning principle: determine a clear direction and specific goals for the content of project planning. The positioning of project planning includes strategic positioning and market positioning. Overall positioning and hierarchical positioning: The overall positioning includes the goal, purpose, guiding ideology, overall scale, functional characteristics and development direction of the project. Hierarchical positioning is the positioning of specific sub-projects of the project, including theme positioning, market positioning, target customer orientation, architectural design positioning, advertising positioning, marketing positioning, brand positioning and so on. The overall positioning of the project determines the strategic pattern and development direction of the project, and plays a guiding and binding role in the specific positioning. Specific positioning is carried out under the overall positioning, which is the decomposition of the overall strategic objectives, and each specific positioning should conform to the direction and guiding ideology of the overall positioning.
Information principle: The key process of project planning begins with the collection, processing and arrangement of information. Information is the basic information to guide planning behavior. Mainly includes: the original data should be comprehensive. The bigger the project is, the more information needs to be collected, involving politics, economy, culture, government, banks, competitors, consumption capacity and other aspects of the region. Information processing should be accurate and timely. There may be various problems in predicting the present and future with outdated historical data. For planners, mastering the temporal and spatial boundaries of information, analyzing information in time and guiding recent actions with the latest data can make the planning effect more perfect. Information collection should be systematic and continuous. Project planning is a forward-looking judgment on the implementation of design in each stage of project development. In the process of implementation, some deviations may occur. Therefore, continuously collecting information at all stages of project implementation can ensure greater flexibility and dynamic management ability of project planning.
Feasibility principle: refers to the realization and achievement of the expected goals and effects of the project after the implementation of the project planning scheme. The principle of feasibility requires planners to always consider the scientificity and feasibility of the project, avoid unnecessary mistakes and prevent failure. Scheme analysis. Determining the best scheme is the first step to implement the feasibility principle. Planners should know how to choose the best scheme from various schemes. After the scheme is selected, the planner will further analyze the feasibility of the scheme implementation. Economic and technical analysis. This is the core link of project planning. Among them, economic indicators are the criteria for judging the success of the project, while technical standards are the premise and guarantee for the implementation of the project. First of all, the economy of project planning scheme refers to achieving the best planning goal with the minimum economic input. Secondly, the technical feasibility analysis of the planning scheme is also an important link that cannot be ignored. Whether the project planning can be realized needs specific technology to ensure, and planners should analyze and demonstrate the key technologies involved in the project to ensure that they can be perfected and obtained.
basic framework
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The basic framework of project planning is a "container" containing all the planning contents. It will vary from project to project, but the same kind of projects will have certain similarities. For example, industrial project planning mainly includes the necessity and conditions of project construction, construction scale and product scheme, technical scheme, equipment scheme and engineering scheme, investment estimation and fund raising, benefit analysis, etc. Tourism project planning mainly includes market analysis and prediction, business model evaluation, site condition analysis, engineering process requirements and scheme selection, environmental impact assessment, labor safety and health fire protection, project total investment estimation, financing arrangement, financial prediction and evaluation, social benefit evaluation, etc. Judging from the above two different projects, there are many similarities between them. In order to meet the needs of most project planning, the general framework of project planning is summarized.
Introduction of planning purpose
This part is mostly concentrated in the overview of project planning, which is the beginning of project planning and belongs to the programmatic text of the whole planning. It mainly includes the following three parts, or depends on the requirements of specific project planning.
First, introduce the planning background of the project. Including the general situation of the project sponsor, development strategy and the introduction of the role of the project in the enterprise; The political and economic development trend of the project location, and the social value and practical significance of introducing this project.
Second, the introduction of the project planning scope. Including the scope of the project itself, the specific scope of the project planning and the applicable time of promulgation.
Third, introduce the purpose of project planning. The purpose of project planning is varied, mainly including the following contents: first, formulate the strategy of project development; The second is to formulate the marketing strategy of the project; The third is to formulate the basis of project management; Fourthly, through the synthesis of the above strategies, it embodies the requirements of the project sponsors to create maximum value through the project.
Introduction of policy basis
Some project planning, such as tourism projects, industrial projects, agricultural projects, energy projects, etc., need to explain the policy basis of project planning. These bases mainly involve relevant national laws and regulations, local government policies and regulations, special provisions and national standards. The main contents of the project policy basis can also be introduced in the form of a list in the preface or overview of the project plan.
Environmental analysis
Generally speaking, environmental analysis is mainly elaborated by SWOT analysis framework. Because different projects face different environments, external environment analysis generally involves the introduction of macro-environment and industry environment, while internal environment is the analysis of enterprises and projects. The macro-environment mainly involves politics, economy, culture, society, nature and technology. The industrial environment mainly designs competitors, consumers, products, prices, channels and promotion methods.
Enterprise analysis needs to consider the present situation of enterprise strength, ability and resources. Project analysis needs to consider the characteristics of the project. Through the analysis of internal and external environment, on this basis, a comprehensive SWOT analysis is carried out to find the basis for the formulation of project plans under various environmental combinations.
Related to the analysis of internal and external environment are project market segmentation, target market selection and positioning analysis, which are the basis of project positioning and marketing strategy formulation.
Project scheme analysis
According to the results of SWOT analysis, the implementation framework of the project is put forward. The main contents include the introduction of project objectives, specific planning and implementation control. Specific planning is the main content, involving project human resources, organizational structure, marketing, financial management and so on.
Marketing scheme analysis
According to the analysis of project strategic plan, formulate specific marketing plan. If it involves market research, introduce the survey methods and conclusions. On this basis, the specific marketing ideas and objectives are given, and products, prices, channels and promotion strategies are designed according to the market competition. Promotion strategies mainly focus on the design and dissemination of marketing themes, advertising creativity and production, arrangement and selection of media, selection of promotion tools and strategy design.
Organizational structure analysis
For project plans involving project implementation, there should be necessary organizational structure design. Organizational structure design is generally combined with human resource management, including project organizational structure analysis, organizational structure design, team building, division of responsibilities, demand number prediction, organization recruitment and so on.
Project financial analysis
Project financial analysis involves all levels of project financial management. Among them, there are not only the contents of project budget, cost control and financing analysis, but also the contents of project financial prediction and risk management. For all projects, it is necessary to estimate the profitability and return on investment of the project. In addition, for project planning involving financing, we should pay attention to the analysis of project risk. The financial analysis of the project can be introduced through cash budget statement, income statement and balance sheet.
Schedule control analysis
For the project plan involving project management, it is necessary to prepare the project plan and design the basic strategy of schedule control. Project planning and schedule control generally adopt a specific time stage, and set various goals in stages to ensure that the project is completed on time and in quality. The main contents of schedule control analysis include schedule control, quality control and cost control.