最好的商業(yè)計(jì)劃書(shū)最好分為幾個(gè)版本，一份給銀行家與風(fēng)險(xiǎn)投資看，一份給個(gè)體投資看，一份給那些潛在合作企業(yè)看。當(dāng)然，同學(xué)們?cè)谡撐牡膶懽髦胁恍枰绱藦?fù)雜，只需要明確指出products需要針對(duì)的目標(biāo)客戶就行。這里最好從兩個(gè)方面去寫：一方面是segmentation,一方面是Targeting。Segmantation分為Demographic segmentation和 geographic segmentation。

For Demographic segmentation,研究者Wedel and Kamakura (2012) 在自己的研究中指出，這個(gè)細(xì)分可以用來(lái)target specific customers being targeted for specific benefits. Whilst it thus can be used to segment a market on the basis of age,gender,income,education,family size,employment and religion,age demographic segmentation is the most appropriate to the business idea of E-Taxi Elderly. 而對(duì)于geographic segmentation,研究學(xué)者Goyat (2011) 指出這個(gè)細(xì)分是基于顧客的location,climate,populating density,terrain and languages spoken. 至于Targeting，同學(xué)們需要在文中指出the potential target market for the product/company/industry 有何特點(diǎn)，為什么確定此群體customer為target。

隨后，同學(xué)們還要確定product的range。

Desmet and Hekkert (2007)在他們的研究中有說(shuō)明，product range可以幫助項(xiàng)目計(jì)劃理解一個(gè)特別的顧客對(duì)于產(chǎn)品不同層次的需求。通常情況下，會(huì)有三個(gè)產(chǎn)品層次：core benefit,actual product and augmented product. 對(duì)于Core benefit,他是顧客最基本的需求fundamental need that a customer wants satisfied upon purchasing a product. 對(duì)于Actual product，它是顧客對(duì)the features and design of a product的需求。至于Augmented product,它代表著the non-physical attributes of a product.這個(gè)是迎合特殊顧客需求最重要的手段。當(dāng)然同學(xué)們?cè)诰唧w的寫作過(guò)程中不僅要給出理論的解釋，還要明確產(chǎn)品在這三個(gè)層次所要實(shí)現(xiàn)的目標(biāo)，并給出恰當(dāng)?shù)脑騺?lái)解釋為什么要這么做這個(gè)二產(chǎn)品。

同學(xué)們還要考慮附加價(jià)值。如果你期望在6個(gè)月后變成行業(yè)的領(lǐng)先者，你就最好有詳實(shí)的證據(jù)能證明你的觀點(diǎn)。如果你聲稱自己的產(chǎn)品在市場(chǎng)中一定盈利，那產(chǎn)品的附加價(jià)值最好能支撐這個(gè)說(shuō)法，總之切記不要滿嘴跑火車。

這里同學(xué)們要分析自己商業(yè)計(jì)劃所涉及的產(chǎn)品的附加價(jià)值所在。并給出原因說(shuō)明。例如，我們分析英國(guó)數(shù)碼的士行業(yè)的附加價(jià)值，我們就可以這么寫：Currently and as captured by International Longevity Centre (2017),1.45 million UK citizens aged 65 and above experience challenges in traveling to hospital. With the dominant Aged Care Transport system prioritising emergency cases over routine check-ups,elderly individuals unable to drive to healthcare facilities,unable to summon help from family members or having unique conditions that limit effective use of public transport or Uber,there exists a market gap. On the app side,leveraging on improving technology and customisation of ride hailing apps,having a dedicated feature that is tailored for elderly people is important. For instance,it can have an interface of a single click that beams the location of the elderly person in the event they are incapacitated,profile that captures important health information such as existing conditions that give an idea of how serious a particular request is. The sum total of this information can be used to suggest an appropriate ride design and prior communication to a healthcare facility informing them of an incoming emergency. A number of questions were posed to the interviews to help complete the strategy canvas. For instance,in response to the question,in your view,what are the most important factors in the digital taxi industry? The interviewee findings indicated that reliability and convenience were the most important,followed by responsiveness and speed. Another question posed was that of,in your view,which is the main source of sustainable competitive advantage in the digital taxi industry? The interviewee findings indicated that the main source of sustainable competitive advantage was comfort and car intelligence systems,followed by speed,customer care services and GpS systems.

除此之外更為重要的一點(diǎn)便是Market gap，這個(gè)是指a market opportunity exists based on the view that the current product option available to the service/industry(這里是你作業(yè)里要求的服務(wù)或者產(chǎn)品所屬行業(yè))In support,two interview questions can be and resulted in the same finding. Firstly,it was posed,what do you feel are the challenges of the current industry options? Secondly,it was posed what challenges does the company face in providing an effective product(選定的) for target customer?

一個(gè)好的計(jì)劃，需要適合的人去執(zhí)行實(shí)施，因此，在寫商業(yè)計(jì)劃時(shí)，人事(personnel)也是需要考慮的問(wèn)題。根據(jù)公司的大小，業(yè)務(wù)的范圍，我們可以決定計(jì)劃實(shí)施時(shí)，人員分配的多少。比如說(shuō)，如果是一個(gè)小公司，人事需要就是非常有限的。例如，it only needs three categories of roles filled for a small company for E-Taxi Elderly business. In the first role,the overall manager that will be in charge of the E-Taxi Elderly business is required. The available position is for a single manager. In the second role,customer care personnel that will handle rider affairs is required. The available positions will be for five representatives. In the third role,the strategy manager that is responsible for analysing feedback and positioning E-Taxi Elderly business to be more customer centric is required.

人事配齊之后，便會(huì)涉及計(jì)劃的運(yùn)營(yíng)，所以同學(xué)們?cè)谶@里要進(jìn)行運(yùn)營(yíng)分析。仍以數(shù)字化的士行業(yè)為例。這里不在贅述，給同學(xué)們展示一個(gè)圖，幫助同學(xué)們更加直觀的了解如何進(jìn)行operational analysis.

Figure: process map showing operations flow chart at E-Taxi Elderly.

法律和技術(shù)支持也是商業(yè)計(jì)劃運(yùn)營(yíng)之前需要考慮的事情。只有法律和技術(shù)的保障，商業(yè)的運(yùn)營(yíng)計(jì)劃才能在合法的范圍內(nèi)順順利利的進(jìn)行下去。這里同學(xué)們只需說(shuō)明企業(yè)所在國(guó)家或城市有哪些法律和技術(shù)對(duì)于計(jì)劃的運(yùn)營(yíng)時(shí)支持的。

產(chǎn)品轉(zhuǎn)化為價(jià)值，離不開(kāi)產(chǎn)品的銷售與市場(chǎng)推廣。好的營(yíng)銷和推廣會(huì)達(dá)到事半功倍的效果。這里，同學(xué)們需要結(jié)合產(chǎn)品自身的特點(diǎn)，以及上文的分析，給出最優(yōu)的營(yíng)銷和推廣計(jì)劃，并給出原因。

我們?nèi)耘f以針對(duì)老年人的數(shù)字化的士為例：For instance,the company will manage the spread of information to its customers whilst also regulating the spread of marketing information in order to maximise the appeal of the business idea. This can help communicate to the customer how the new innovative idea can create extra value over existing platforms. Moreover,further primary research revealed that E-Taxi Elderly should also rely on marketing practices to not only highlight the promotions run by the brand but also show how the service adds comparative value in relation to rival services. For instance,within he first three months of operations,a discount can be offered to older persons using the service as a way of bringing them into the service. after the three-month period,the price can normalize to competitive levels because the customers will be engaged to the quality and experience of the brand.

最后，商業(yè)計(jì)劃書(shū)中的金額估計(jì)，最好保持一定的謹(jǐn)慎和收斂，哪怕十足的把握，也要避免預(yù)估過(guò)度，從而失去可信度。