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　　商业计划书的翻译与写作，在商业领域，有一个非常重要的文本，即商业计划书，一起看看商业计划书的翻译与写作的相关问题吧!

　　If you’re looking for funding for a new or existing business, you need a business plan. Your business plan gives lenders and investors the information they need to determine whether or not they should consider your company.

　　如果你正在为一项全新的或已有的业务寻求融资，你就需要一份商业计划书。

　　商业计划书能够提供必需的信息，供出资人和投资人判断他们是否应考虑投资你的公司。

　　Your business plan outline is the first step in organizing your thoughts. And, when you follow the outline below, you ensure your business plan is in the format that prompts investors and lenders to take action.

　　商业计划书提纲是你组织思路的第一步。

　　如果你按照下面的提纲来制作商业计划书，那么就确保了它从格式上起到促使投资人和出资人采取行动的作用。

　　In the business plan outline below, you will see the ten (10) sections common to business plans, and the twenty-three (23) sub-sections you must complete.

　　在下面的商业计划书提纲中，你将看到商业计划书中常见的十个(10)章节，以及你必须完成的二十三个(23)子章节。

　　Section I – Executive Summary

　　1 – Executive Summary

　　The Executive Summary is the most important part of your business plan. Because if it doesn’t interest readers, they’ll never even get to the rest of your plan.

　　Start your Executive Summary with a brief and concise explanation of what your company does. Next, explain why your company is uniquely qualified to succeed. For example, does your management team have unique competencies? Do you have any patents? Are you the first mover in your market? Does a huge, unmet market opportunity exist? Etc.

　　Finally, include a synopsis of your financial projections in your Executive Summary. Specifically, include your expected revenues, expenses and profits for each of the next five years, how much funding you are seeking, and the key uses of these funds.

　　第I章：执行摘要

　　1：执行摘要

　　执行摘要是商业计划书最重要的部分，因为如果执行摘要不能引起读者的兴趣，他们甚至不会去看你计划书的其余内容。

　　在执行摘要的开头，简洁明了地解释你的公司开展的业务。

　　然后，介绍为什么你的公司能够取得成功，它具备哪些独一无二的特质。

　　例如，你的管理团队是否拥有出色的竞争力?你是否拥有专利?你是否是所在市场的先行者?是否存在着尚未被满足的巨大市场机会?等等。

　　最后，在执行摘要中需要提供财务预测概要。

　　具体而言，需要包括未来五年中，每一年的预期营业收入、成本支出和利润，以及你需要的资金数额和这些资金的关键用途。

　　Section II – Company Overview

　　2 – Company Overview

　　The Company Overview section provides a brief history of your company.

　　Here you will answer questions such as when and how your

　　organization was formed, what type of legal entity you are, and accomplishments to date. Importantly, your past accomplishments are perhaps the best indicator of potential future success, so be sure to identify and include all key milestones your company has achieved to date.

　　第II章：公司概述

　　2：公司概述

　　公司概述这一章，简要介绍了你的公司的发展历程。

　　这一部分需要回答的问题，包括公司的成立时间和成立过程、公司的法人实体类型、以及目前为止取得的成就。

　　过去的成就非常重要，它可能是评估你公司成功潜力的最佳参考指标，所以一定要确保公司取得的所有关键里程碑都包括在这一部分中。

　　Section III – Industry Analysis

　　Your Industry Analysis section has two sub-sections as follows:

　　第III章：行业分析

　　行业分析由如下两个子章节构成：

　　3 – Market Overview

　　The Market Overview section discusses the size and characteristics of your market. For example, if you are a restaurant, you would include the size of the restaurant market, a brief discussion of sectors (e.g., fast food versus fine dining) and market trends.

　　3：市场概览

　　市场概览部分讨论公司所在市场的规模和特征。

　　例如，如果你的公司是一家餐厅，那么这部分就需要包括餐饮行业的市场规模，对细分市场(例如，快餐业vs正餐业)和市场发展趋势的简要讨论。

　　4 – Relevant Market Size

　　The relevant market size is a much more specific calculation of your market size. It is the annual revenue your company could attain if it attained 100% market share. Your relevant market size is calculated by multiplying 1) the number of customers who might be interested in purchasing your products and/or services each year and 2) the amount these customers might be willing to spend, on an annual basis, on your products and/or services.

　　4：相关市场规模

　　相关市场规模是对市场规模更加具体的计算，它的定义是：如果你的公司取得100%的市场份额，每年能够获得的营业收入。

　　相关市场规模是两个数字的乘积：1)每年可能会购买你的产品和/或服务的消费者数量，以及2)每一年，这些消费者愿意为你的产品和/或服务所支付的费用。

　　Section IV – Customer Analysis

　　Your Customer Analysis section has two sub-sections as follows:

　　第IV章：消费者分析

　　消费者分析包含如下两个子章节：

　　5 – Target Customers

　　Your Target Customers section precisely identifies your current and/or intended customers. Include as much demographic data on your target customers as possible, such as their gender, age, salary, geography, marital status and education.

　　5：目标消费者

　　目标消费者这一部分需要精准地定义公司当前和/或计划针对的目标消费者。

　　需要尽可能多地提供目标消费者的统计信息，例如性别、年龄、收入、地域分布、婚姻状况和教育情况。

　　6 – Customer Needs

　　In this section of your business plan, specify why customers want or need your products and/or services. For example, do customers care most about speed, quality, location, reliability, comfort, price, value, etc.?

　　6：客户需求

　　在商业计划书的这一章，详细阐明消费者需要你的产品和/或服务的原因。

　　例如，消费者最看重的是速度?质量?位置?可靠性?舒适性?价格?价值?诸如此类。

　　Section V – Competitive Analysis

　　Your Competitive Analysis section has three sub-sections as follows:

　　第V章：竞争分析

　　竞争分析包含如下三个子章节：

　　7 – Direct Competitors

　　Direct competitors are companies that fill the same customer need you fill with the same solution. For example, if you operate an Italian restaurant, other Italian restaurants would be direct competitors.

　　In this section of your business plan, outline who your direct competitors are, and their strengths and weaknesses.

　　7：直接竞争者

　　所谓直接竞争者，是指采用与你的公司同样的解决方案，并满足同样的客户需求的公司。

　　例如，如果你经营一家意大利餐厅，那么其它意大利餐厅就是直接竞争者。

　　在商业计划书的这一章，介绍你的直接竞争者有哪些，以及他们的竞争优劣势。

　　8 – Indirect Competitors

　　Indirect competitors are companies that fill the same customer need you fill with a different solution. For example, if you operate an Italian restaurant, a French restaurant would be an indirect competitor.

　　In this section of your business plan, outline who your indirect competitors are, and their strengths and weaknesses.

　　8：间接竞争者

　　间接竞争者虽然也满足同样的客户需求，但和你的公司采用不同的解决方案。

　　例如，如果你经营一家意大利餐厅，那么法国餐厅就是间接竞争者。

　　在商业计划书的这一章，介绍你的间接竞争者有哪些，以及他们的竞争优劣势。

　　9 – Competitive Advantages

　　Importantly, identify your Competitive Advantages in this section. Specifically, state what is it about your company that will allow you to effectively compete (and win) against both direct and indirect competitors.

　　9：竞争优势

　　在这一章阐明你的竞争优势至关重要。

　　具体而言，介绍能够支撑你的公司与直接和间接竞争者进行竞争、并取得领先的因素。

　　Section VI – Marketing Plan

　　Your Marketing Plan section has four sub-sections as follows:

　　第VI章：营销计划

　　营销计划包含如下四个子章节：

　　10 – Products & Services

　　Here is where you give the details of the products and/or services your company offers.

　　10：产品和服务

　　介绍公司提供的产品和/或服务的详细信息。

　　11 – Pricing

　　Detail your pricing here. In particular, discuss how your pricing relates to competition. For example, are you the premium brand? The low cost brand?

　　Discuss your expected branding based on your chosen pricing model.

　　1：定价

　　详细介绍你的定价策略。

　　尤其需要重点讨论定价策略与竞争态势的关联。

　　例如，你的公司是高端品牌?还是低成本品牌?

　　根据选择的定价模型，介绍你所预期的品牌定位。

　　12 – Promotions Plan

　　Your promotions plan details the tactics you will use to attract new customers. For example, you might choose radio advertising, or online pay-per -click ads, or press releases, and so on. In this section, detail each form of promotions you will use.

　　12：推广方案

　　推广方案详细介绍你用来吸引新消费者的策略。

　　例如，你可能选择广播广告、按点击次数收费的网络广告、或新闻稿件，等等。

　　在这一章，详细介绍你会使用的每一种推广形式。

　　13 – Distribution Plan

　　Your Distribution Plan outlines the ways in which customers can buy from you. In many cases, they can only buy directly from you, perhaps at your physical location or web address. In other cases, you might have distributors or partners who sell your products or services. In such a case, detail this structure.

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