事业企划书技巧--韩语版

SKNewBiz.comPage0목차•BusinessPlan작성시유의사항•BusinessPlan이란•BusinessPlan작성방법•첨부이력서양식SKNewBiz.comPage1BusinessPlan이란•BusinessPlan의정의•유망한비즈니스아이디어가갖추어야할요소SKNewBiz.comPage2통상BusinessPlan으로불리우기위해서는아래8가지요소에대한구체적인계획을포함하고있어야함.1)제품/서비스(Product/Service)2)시장및경쟁(MarketandCompetition)3)마케팅(Marketing)4)BusinessSystem5)조직및인력(OrganizationandHR)6)기회와위험(OpportunitiesandRisks)7)실행일정(ImplementationSchedule)8)재무계획(FinancialPlanning)우리말로는‘사업계획’으로번역될수있으며,BusinessIdea(돈을벌수있는아이디어)를실행가능한구체적인계획(detailedplan)으로발전시킨것을말함.BusinessPlan의정의SKNewBiz.comPage3•시장에서성공하기위한KFS(KeyFactorforcompany’sSuccess)는훌륭한제품이아니라,만족한고객(SatisfiedCustomers)임(ex)“우리의새로운설비는분당200번작업을할수있다.”(X)“우리의새로운설비는25%부품을덜사용한다.”(X)“우리의새로운설비는고객의시간을25%절약해준다.”(O)•고객에게의미있는제안을하라.(valueproposition)•고객에게독특한가치(uniquevalue)를제시하라.명확한고객가치적절한시장규모실행가능성및수익성충분한혁신1234•누가당신의제품/서비스를사는가?•왜고객은당신의제품을사는가?(당신은다른경쟁사가만족시키지못하는고객의어떤Needs를만족시키는가?)•당신의사업Idea에서가장unique한것은무엇인가?KeyQuestion유망한BusinessIdea가갖추어야할요소명확한고객가치(ClearCustomerValue)SKNewBiz.comPage4적절한규모의시장(Marketofadequatesize)•팔려고하는제품/서비스의목표시장이적절한규모가되는가(상세한분석은필요없으며,개괄적인통계치,추정치로도가능함)•누가경쟁자인지를분명히하라KeyQuestion•전체시장의규모는어느정도인가?•이시장은성장하고있는가?•당신이목표로하는시장및점유율은?•누가당신의경쟁자인가?•경쟁자에비해당신의강약점은무엇인가?유망한BusinessIdea가갖추어야할요소(계속)명확한고객가치적절한시장규모실행가능성및수익성충분한혁신1234SKNewBiz.comPage5•사업idea는제품/서비스의종류및businesssystem의차원에따라4가지로나눌수있음•어떤분야에서innovation을하고있는지를분명히해야함신제품(Microsoft)신사업(Netscape)기존사업신사업구조(Dell)BusinessSystem통상혁신제품/서비스통상혁신유망한BusinessIdea가갖추어야할요소(계속)충분한혁신(Sufficientdegreeofinnovation)KeyQuestion•당신은제품/서비스면에서혁신한것이있는가?•당신은BusinessSystem에서혁신한것이있는가?명확한고객가치적절한시장규모실행가능성및수익성충분한혁신1234SKNewBiz.comPage6•실행가능성(법적제약,시간/자원의제약등)을고려하•개략적인수익성을계산해보라(간단한CashFlow등)명확한고객가치적절한시장규모실행가능성및수익성충분한혁신1234유망한BusinessIdea가갖추어야할요소(계속)실행가능성및수익성(FeasibilityandProfitability)KeyQuestion•당신이갖고있는Idea를사업화하는데어떤제약이있는가?•왜다른사람들은이런Idea를실행하지않고있나?•당신이계획하고있는사업의GrossMargin율은어느정도인가?•당신이계획하고있는투자비는?변동비비율은어느정도인가?수확이체증하는가?•개략적인CashFlow는?SKNewBiz.comPage7목차•BusinessPlan작성시유의사항•BusinessPlan이란•BusinessPlan작성방법•첨부이력서양식SKNewBiz.comPage8•BusinessPlan작성의필요성•좋은BusinessPlan이갖추어야할요소•BusinessPlan의구성요소–요약(Summary)–제품/서비스(Product/Service)–시장및경쟁(MarketandCompetition)–마케팅(Marketing)–BusinessSystem–조직및인력(OrganizationandHR)–기회와위험(OpportunitiesandRisks)–실행일정(ImplementationSchedule)–재무계획(FinancialPlanning)BusinessPlan작성방법SKNewBiz.comPage9“Writingabusinessplanforcesyouintodisciplinedthinking,ifyoudoanintellectuallyhonestjob.Anideamaysoundgreat,butwhenyouputdownallthedetailsandnumbersitmayfallapart.”BusinessPlan은원래미국에서창업사(start-up,venturecompany)들이개인투자자들이나VentureCapitalist로부터자금을조달하기위해작성하기시작함.그러나,이러한창업이외에도대기업들이특정project에대한내부투자의사결정을위해서도작성함.•신규사업의타당성을다양한각도에서체계적으로점검해볼수있음•현상을명확히분석함으로써,장애요인을제거할수있는도구를제공하고신규사업의•효율성을높일수있게함•실제project진행시project추진상황을관리하고평가할수있는핵심자료로활용가능함BusinessPlan을작성함으로써얻을수있는장점은아래와같음BusinessPlan작성의필요성SKNewBiz.comPage10•명확성(Clarity):BusinessPlan의핵심(장점)을명확히제시할것•객관성(Objectivity):객관적인Data를근거로하여작성할것•단순성(Simplicity):기술적전문가가아닌일반인도알수있도록서술할것•일관성(Consistency):지각적통일성,문체의일관성을유지할것전반적인작성원칙핵심Contents좋은BusinessPlan이갖추어야할요소•잘정의된,정량화된고객가치:고객에게기존의가치를보다낮은비용으로제공하거나혹은고객에게합리적인비용으로새로운가치를제공하는지를제시함•혁신적인제품/서비스:제품/서비스혹은사업시스템이높은수준의혁신을이루고있는지기술함•혁신을보존하고유지해갈수있는가능성및방안에대해제공함•성장하는시장,일정규모이상의시장:목표시장이빠른속도로성장하거나일정규모이상시장인지에대해기술함•경쟁에대한광범위한분석:현존하는혹은잠재적미래경쟁자에대한폭넓은분석을제시함•위험과기회에대한평가:Business에내재된risk를사실적으로기술하고이를극복하는방안을제시하고Business에내재된잠재적인기회에대한활용방안을기술함SKNewBiz.comPage11당신의Businessidea에대해전혀사전지식이없거나기술적/관련사업의배경지식을갖고있지않은사람이5~10분내요약부분을읽고이해하고공감할수있는지반드시Check할것요약부분은의사결정자(decisionmaker)에게BusinessPlan의핵심적인내용을잘전달하도록작성해야함요약부분에서특히아래4가지부분에집중해야함•Businessidea의명확화•제품/서비스가Customer에게주는value•시장의규모및성장속도•투자에따른수익율만약,이해되지않고공감할수없다면요약부분을보다명확하고,감동적이고간결하게수정하라.(Describeyourbusinessideaasclearly,compellingly,andconciselyasyoucan)요약(Summary)SKNewBiz.comPage12제품/서비스제공상의과제•제품/서비스가현재어느단계까지개발되어있는지를설명함•제품/서비스가고객에게전달되기위해서는해결해야할기술적/제도적(법적)/관습적(소비자행동적)/제휴적(타업체와의연계필요)/사회여론적(문화적)장애요인들을명확히하고해결방안을제시할것.“Ifyoudon’tknowwhatthecustomervalueis,thewholethingisawasteoftime.”BusinessPlan이제공하려는제품/서비스가현재시장에존재하는혹은등장할제품/서비스와어떻게차별화되는지를명확히서술함제품/서비스고객가치(CustomerValue)•만약기존의제품/서비스가고객에게주는가치보다더나은가치를고객에게줄수없다면BusinessPlan은무의미함•제품/서비스가고객에게주는가치를철저하게분석할것.•고객의입장에서새로운제품/서비스가주는장점및단점을주의깊게분석할것SKNewBiz.comPage13고객에게전달한가치를어떤형태로회수할것인지(돈은어떻게받을것인지)명확히정의되었는가?제품/서비스제공상의과제현재개발상황이정확히기술되었는가?앞으로최종제품/서비스가되기위해필요한시간,인력,자금투입필요량이제시되었는가?고객가치(CustomerValue)고객에게제공하려는제품/서비스가명확히정의되었는가?누가고객이고누가고객이아닌지정의되었는가?고객이왜제품/서비스를사는지정의되었는가?(고객이받는기존의제품/서비스에비해추가로얻는Value가무엇인지설명되었는가?)고객입장에서기존제품/서비스와비교할때,새로운제품/서비스가갖는장점및단점이명확히분석되었는가?PilotTest혹은Survey를통해고객에게제품/서비스가수용가능한지조사해본적이있는가?(혹은수용가능하다는근거를다른방식으로제시하였는가?)기술적장애요인은설명되었고해결방안은제시되었는가?제도적/법적장애요인은설명되었고해결방안은제시되었는가?관습적/소비자행동적장애요인은설명되었고해결방안은제시되었는가?문화적/사회여론적장애요인은설명되었고해결방안은제시되었는가?YesNoCheckList(제품/서비스)SKNewBiz.comPage14시장규모와성장(Marketsizeandgrowth)•회사가치의급격한증가는시장이큰잠재력을가진경우에만가능함•시장규모는고객의수,단위당판매,매출액등의숫자로표시되어야함•시장의성장에대한예측은매우중요하며어떤요소가시장의성장에영향을미치는지를분석해야함(ex.기술,법적인제약등)•시장규모예측을위한방법론시장규모에영향을미치는요소설정향후전개방향에대한가설(Hypothesis)설정가설검증에필요한fact수집(과거추세,전문가의견등)증명된가설을결합하여시장규모추정“Ifthereisnocompetition,thereisprobablynomarket.”시장및경쟁(MarketandCompetition)SKNewBiz.comPage15시장규모예측시주의사항•확실한근거를가지고작성하라(Buildonsolidfoundation):알수없는많은요소가있더라도,가능한한입증가능한숫자(객관적인data)에근거할것•논리적으로생각하라(Thin