专业课项目作业（本质特点和电子商务运营模式 +1-2 个典型案例介绍） —— 时间确定

专业课项目作业（本质特点和电子商务运营模式+1-2个典型案例介绍）——时间确定专业课项目作业（本质特点和电子商务运营模式+1-2个典型案例介绍）——时间确定 • 1.网上百货零售的本质特点和电子商务运营模式研究 + The Future of Shopping，Harvard Business Review 2011 Dec. (若能说清楚一个品类（比如：服装）的供应链问题则更佳)； • 2.社会化电子商务本质特点和运营模式研究 + Harvard 2012 Case"Grameen Danone Foods Ltd., a Social Business" + "iStockphoto.com-Turning Community into Commerce" • 3.O2O电子商务的本质特点和运营模式研究+ (Christoph Zott, Raphael Amit, and Lorenzo Massa，The Business Model: Recent Developments and Future Research，Journal of Management, July 2011; vol. 37, 4: pp. 1019-1042) • 4.business model最新书籍解读（共三章） • Mark W. Johnson, Seizing the White Space: Business Model Innovation for Growth and Renewal, Harvard Business Press; 1 edition (February 22, 2010) • Chapter 2: The Four-Box Business Model Framework-Radical Change as a Manageable Process • Chapter 3: Designing a New Business Model-Finding an Ordered Structure to Unlock Creativity • Chapter 4: Implementing the Model-Taking a New Business Model into Action Creating a Winning E-Business Second Edition, Chapter 3

Creating a Winning E-BusinessSecond Edition Creating an E-Business Plan Chapter 3

Learning Objectives • Organize a business plan • Prepare an executive summary • Write a mission statement • Prepare a marketplace analysis • Create operational, financial, and management plans Creating a Winning E-Business Second Edition, Chapter 3

Learning Objectives(continued) • Understand legal forms of businesses • Describe e-business partnerships Creating a Winning E-Business Second Edition, Chapter 3

Creating a Winning E-Business Second Edition, Chapter 3

From Bridesmaid to E-Business • Read the opening case • We should keep in mind Jenny Lefcourt and Jessica DiLullo and their efforts to create an effective business plan. Creating a Winning E-Business Second Edition, Chapter 3

E-Business Plan Organization • A e-business plan is used to seek funding for an new or existing e-business. • It serves as a “Blueprint” for operations after the business is founded. • Developing a plan takes time effort and thought. • Many sources of help for the e-entrepreneur. Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Business plan components • Cover sheet and title page • Table of contents • Executive summary • Business description • Vision/mission statement Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Business plan components (continued) • Information on products/services • Industry, customer, competitor analyses • Operational, financial, and managerial plans • Identification of critical risks • Exit strategy Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Cover sheet • Title of document and preparer’s name • Plan copy number • “Confidential” notation • Title page • Cover sheet information and • Contact numbers • Key team members’ names • Name of person receiving the plan Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Table of contents • Lists all the major sections and subsections of the plan • Prepared after rest of plan is complete • Carefully checked for omissions and page number errors Creating a Winning E-Business Second Edition, Chapter 3

Read the “An Evolving E-business Plan” case. • Discuss the following questions: • What was the original e-business idea that became the Round Table Group? • Why did the Round Table Group modify their original business plan? • What business model or models does the Round Table Group follow? Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Executive summary • A condensed version of the complete plan • Used by interested parties to quickly assess the business idea and weed out plans • Keep it short (one to three pages) • Use clear and concise language and action words • Create last after plan details are developed Creating a Winning E-Business Second Edition, Chapter 3

Executive Summary • An overall view of the entire plan • Should highlight key points including the idea, the competitive situation, the financials and the “players”. • May be used to screen plans by bankers and investors. • Should allow investors to quickly understand and get excited about the unique e-business opportunities being offered • Use clear, concise, and convincing language • Two pages long for five minutes of reading Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Vision statement • A formal statement of a business’s hopes and desires • Written to guide and inspire employees • Mission statement • A formal statement that explains a business’s reason for existing Creating a Winning E-Business Second Edition, Chapter 3

Vision and Mission Statements • An overall statement of the business's goals and philosophy. • Define your purpose • Know your intended audience Creating a Winning E-Business Second Edition, Chapter 3

how to draft an effective mission statement • Select the targeted audience or audiences. • Think carefully about the few meaningful words that clearly express your message. • Brainstorm with family members, friends, mentors, and others. • visit the Dilbert.com Web site Creating a Winning E-Business Second Edition, Chapter 3

eBay.com We help people trade practically anything on earth. eBay was founded with the belief that people are basically good. We believe that each of our customers whether a buyer or a seller, is an individual who deserves to be treated with respect. We will continue to enhance the online trading experiences of all -- collectors, hobbyists, dealers, small business, unique item seekers, bargain hunters, opportunistic sellers, and browsers. The growth of the eBay community comes from meeting and exceeding the expectations these special people. Creating a Winning E-Business Second Edition, Chapter 3

A Vision Statement of Cisco Cisco’s vision is that the Internet will transform the way people work, live, play, and learn. Today changes is happening faster than ever before, and Cisco helps companies turn that change into a competitive advantage, by helping them become agile. How? With expertise, a strong network of partners, and superior technology including intelligent network services and scalable architectures. Cisco is the world wide leader in networking for the Internet. Creating a Winning E-Business Second Edition, Chapter 3

Business Description • Provides the reader with an outline of the e-business’ background and business concept • Legal form of the business • When and where it was formed • Its history and its current status • Its future goals Creating a Winning E-Business Second Edition, Chapter 3

Foodlocker.com • Foodlocker.com is intended to be the Internet source for food people want most – the “ food you never forget” but which they cannot find in their local market • The ultimate goal of the company is to be a superlative specialty/regional food retailer on the Internet Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Products or services section • Description of products or services offered • Anticipated sales for each product or service • Describes benefits of product or service to customers Creating a Winning E-Business Second Edition, Chapter 3

Products and Services • A description of each product or service you plan on offering. • Highlight each product’s customer benefits and address special needs • Level of detail is important. Enough for the reader to understand and not to be confused. Put supporting details in appendix Creating a Winning E-Business Second Edition, Chapter 3

Foodlocker.com The company provides foods in three categories • Legendary favorites: nationally or internationally well known • Regional favorites: exceedingly popular in their locals • New classics: deserve to be widely recognized in the future Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Marketplace analysis • Information about the specific industry of which business is a part • Description of targeted customers • Description of major competitors • Overview of marketing and sales strategies Creating a Winning E-Business Second Edition, Chapter 3

Industry Analysis • An industry consists businesses that make or sell similar, complementary, or supplementary products or services • An analysis of the business environment: size, characteristics, trends, issues, competitors, government regulations,… • Must based on verifiable data and market research. Creating a Winning E-Business Second Edition, Chapter 3

Marketing Plan • Helps establish, direct, and coordinate marketing efforts for an e-business • Target market description • Demographic, geographic, psychographic, and consumer characteristics of the market • Size of the market • Competitive analysis • Marketing objectives, tactics, and strategies • Marketing budget, action plan, and timeframe Creating a Winning E-Business Second Edition, Chapter 3

Marketing Plan • Marketing Objectives should be clearly stated, measurable, and lead to sales. • Marketing Strategies describe the features of the products, and services offered, and pricing strategies. • Marketing Budget is an estimate of the costs for all the activities described in the marketing strategies portion of the plan Creating a Winning E-Business Second Edition, Chapter 3

http://www.bizminer.com/about.asp# Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Operational plan • Describes a business’s physical location and equipment • Notes the manufacturing or service actions needed to get products/services to market • Summarizes Web site operations • An e-business plan must incorporate these elements as necessary, but should also focus on Web site operations. Creating a Winning E-Business Second Edition, Chapter 3

For example, an e-business plan should include • a technology section • technology standards, • hardware • Software • ISP or Web hosting issues • other technology factors Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Financial plan • Explains how your e-business idea, goals, and strategies translate into profits • Provides standard financial statements for income, expense, and cash flow data • Pro forma balance sheet • Projected income statement • Planned cash flow statement • May include “deal plan,” break-even analysis, ratio analysis Creating a Winning E-Business Second Edition, Chapter 3

Management Plan • A strong management team is critical as many investors base their decision on this factor. • The plan should list and describe the experience base and background of the key individuals who will be involved in the day-to-day operation of the firm • The plan should detail those areas that will be outsourced. Creating a Winning E-Business Second Edition, Chapter 3

Business Plan Organization(continued) • Management plan • Organizational structure of business • Information on • Key members of management team • Outside advisors • Mentors • Consultants Creating a Winning E-Business Second Edition, Chapter 3

Issues analysis and Critical Risks • Identifies threats or opportunities faced from outside influences. • These include economic outlook, innovations, environmental and governmental factors. Creating a Winning E-Business Second Edition, Chapter 3

专业课项目作业（本质特点和电子商务运营模式 +1-2 个典型案例介绍） —— 时间确定

专业课项目作业（本质特点和电子商务运营模式 +1-2 个典型案例介绍） —— 时间确定

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