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引言······························································································· 1

Chapter 1 关于优质商业计划书的理解········································ 2

Point 1 何谓优质商业计划书 ···············································································2

Point 2 商业计划书核心用途 ···············································································6

Point 3 常规商业计划书一般性纲要·····································································7

Chapter 2 商业计划书编撰方法论············································· 10

Point 1 商业计划书编撰技术路线图···································································10

Point 2 商业投资项目分析技术路线图 ······························································· 11

Point 3 商业计划书财务分析系统 ······································································ 12

Point 4 商业计划书行业及市场调查分析技术路线图 ··········································14

Point 5 商业计划书行业及市场调查数据解决方案组合·······································15

Point 6 商业计划书编撰行文技巧 ······································································ 16

Part 1 摘要信息编撰···················································································16

Part 2 公司信息编撰···················································································17

Part 3 行业信息分析···················································································18

Part 4 公司管理分析···················································································19

Part 5 产品服务分析···················································································20

Part 6 市场营销设计···················································································21

Part 7 融资计划分析···················································································21

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Part 8 财务效果分析···················································································22

Part 9 风险机会分析···················································································23

Point 7 商业计划书编撰资料需求 ······································································ 23

Part 1 公司背景··························································································23

Part 2 公司产品及服务················································································26

Part 3 市场营销··························································································27

Part 4 公司财务状况调查············································································28

Part 5 公司计划··························································································30

Part 6 投资说明··························································································33

Point 8 商业计划书编撰服务流程 ······································································34

Chapter 3 主要资金供应方如何看项目······································ 36

Point 1 PE 如何看项目 ·······················································································36

Part 1 项目的初步筛选标准·········································································36

Part 2 项目的初步筛选标准·········································································37

Point 2 VC 如何看项目·······················································································39

Point 3 BANK 如何看项目 ················································································· 44

Part 1 借款人概况评估················································································44

Part2 项目建设条件评估·············································································48

Part3 产品服务市场评估·············································································48

Part4 投资及筹资方案评估 ·········································································49

Part5 偿债能力评估····················································································50

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Part6 贷款风险评估····················································································52

Chapter4 关于公司估值····························································· 54

Point 1 公司估值释义························································································54

Point 2 公司估值典型方法·················································································56

Part 1 收入法估值·······················································································56

Part 2 收入法估值举例——企业自由现金流法（FCFF）模型 ······················58

Part 3 收入法估值举例——企业股权现金流（FCFE）模型··························62

Part 4 收入法估值举例——企业股利现金流（DDM）模型··························62

Part 5 市场法估值·······················································································63

Part 6 市场法估值举例——市盈率法估值（P/E）模型·································64

Point 3 不同估值方法比较及使用情况说明 ························································65

Chapter 5 移动互联网项目商业计划书纲要······························ 66

Chapter 6 关于我们···································································· 76

Point 1 公司简介·······························································································76

Point 2 主营业务及产品 ···················································································· 78

Part 1 统计数据服务···················································································78

Part 2 市场调查服务···················································································79

Part 3 产业咨询服务···················································································81

Part 4 园区规划服务···················································································83

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Part 5 项目投融资服务················································································84

Part 6 报告产品··························································································85

Part 7 增值服务··························································································86

Point 3 人力资源·······························································································88

Point 4 典型客户·······························································································89

Point 5 典型案例·······························································································90

Part 1 统计数据服务案例··················································错误!未定义书签。

Part 2 产业咨询案例·························································错误!未定义书签。

Part 3 市场调研案例·························································错误!未定义书签。

Part 4 产业园区规划案例··················································错误!未定义书签。

Part 5 项目投融资咨询案例···············································错误!未定义书签。

Point 6 联系我们·······························································································92

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Chapter 1 关于优质商业计划书的理解

本章将重点谈及如下三个问题：

何谓优质商业计划书

商业计划书核心用途

常规商业计划书一般性纲要

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1

引言

商业计划书(Business Plan），是公司、企业或项目单位为了达到招商融资和其它发展目标之目的，在经过前期对项

目科学地调研、分析、搜集与整理有关资料的基础上，根据一定的格式和内容的具体要求而编辑整理的一个向读者全面

展示公司和项目目前状况、未来发展潜力的书面材料。

商业计划书是一份全方位的项目计划，主要意图是递交给投资商，以便于他们能对企业或项目做出评判，从而使企

业获得融资。商业计划书有相对固定的格式，它几乎包括反映投资商所有感兴趣的内容，从企业成长经历、产品服务、

市场营销、管理团队、股权结构、组织人事、财务、运营到融资方案。只有内容详实、数据丰富、体系完整、装订精致

的商业计划书才能吸引投资商，让他们看懂您的项目商业运作计划，才能使您的融资需求成为现实，商业计划书的质量

对您的项目融资至关重要。

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2

Chapter 1 关于优质商业计划书的理解

Point 1 何谓优质商业计划书

优质商业计划书已然成为现代企业顺利融资、引入战略加盟方、引入债务资金的重要需求，高质量商业计划书注重

企业（项目）商业能力塑造，用创意突出核心能力，瞬间打动读者。根据我们多年接触相关投资方的经验，他们认为成

功的商业计划书，在反映基本面信息的基础上，需要在内容呈现上有的放矢，重点内容需要进行浓墨重彩式的描述论证。

融资商业计划书需要向投资方重点回答如下相关问题：



公司的管理队伍拥有什么类型的业务经验？

公司的管理队伍中的成员有成功者吗？

每位管理成员的动机是什么？

-----------------------------------------------------------------------公司是一支战斗力很强的团队吗？

公司处在哪个行业，行业发展基本情况若何？

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3

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公司所处行业发展环境若何？有什么样的行业参与者？各自地位若何？

公司所处行业发展阶段若何？

公司所处行业发展前景如何？

公司在该行业中有何种机会？

对公司的利润影响最大的行业变化是什么？

公司所处的行业中，成功的关键因素是什么？

……

-----------------------------------------------------------------------公司在什么样的行业中经营？

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公司所处行业中对公司有影响的竞争者是谁，他们有何特色？

公司所处行业上下游是什么行业或市场，联动关系若何？

和其他公司相比，公司有什么不同？

为什么公司具有很高的成长潜力？

------------------------------------------------------------------------公司所处行业竞争结构若何？

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4

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公司为哪些客户提供产品或服务？

公司的顾客群体在统计上的特征是什么？

公司如何向客户提供产品或服务？

公司是如何赚钱的？盈利模式若何？

-------------------------------------------------------------------------公司服务于谁，如何赚钱？



参与竞争时，公司如何成功？

和竞争对手相比，公司具有哪些优势？

如何在价格、性能、服务和保证方面和对手竞争？

如果公司计划取得市场份额，公司将如何行动？

是什么使公司和它的产品变得独特？

-----------------------------------------------------------------------------公司如何参与市场竞争？



公司现在发展如何？

公司发展的瓶颈在哪里？

公司有何发展计划？

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5



公司如何实现该计划？面向何种市场？营销手段如何？

公司的项目为什么能成功？

--------------------------------------------------------------------------------公司有何新的目标？



公司执行未来之计划缺何种资源（人、财、物）?

公司将如何解决这些问题？

公司执行未来之计划将有何种前景效益？

如若与公司合作，投资人如何获益？

可供投资人选择的退出方式是哪些？

------------------------------------------------------------------------------公司蓝图效果如何？

我们认为一份好的融资商业计划书能够完整地为投资人讲述一个生动且富有活力的财富故事：

有这样一个公司，它想成为某个领域的一个伟大公司。它是在什么情况下创建的，已经取得

了哪些成绩；它是由一帮有什么能力的团队创立和管理；它是要为用户解决什么样的问题，这个

问题有多么严重；它的产品和服务是什么，怎样解决用户的问题，已经有哪些用户使用了它的产

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