14) Ответьте на вопросы письменно:

1. What is the primary function a business plan?

2. Why is the plan often called “My way”?

3. Can you imagine and describe the structure of business plan?

4. How do you think what is the function of SBA?

15) Прочитайте и переведите текст

The Structure of a Business Plan

The structure of the business plan is not fixed, but its main points are listed below.

Business Plan Headers

• Company profile— This provides a description of the company and of its activities from its establishment to the present day.

• Market and competition analysis—This section of the business plan should include the results of detailed primary and secondary research conducted by the company with respect to the demand for its products. In addition, this section usually includes an analysis of the profitability of the industry and of legal and regulatory restrictions imposed in the field.

• Vision and strategy— In this part, the company should specify its vision and its strategy for realizing it.

• Product or service description— This part focuses on the solution proposed by the company, including a detailed description of the product and the technology, the company's intellectual property, competing products, and why the product is superior to them.

• Development plan— This part describes the development process, the current development status of each product and service, and the scope of the development team and budget.

• Operating plan— This part describes the company's organizational structure, such as the structure of the production setup, the costs of labor and materials, logistics and service, and a plan for acquiring the means of production and computers.

• Marketing plan— In this part, the company needs to specify, among other things, its objectives with respect to each segment of the target markets, the existing and planned marketing channels, the pricing of the products for distributors and the structure of their remuneration, the advertising plan, and the incentives to be given to customers.

• Management and ownership— This part describes the management team, including brief resumes of the senior management.

• Financial forecasting— The forecasts need to be accompanied by full and detailed statements, and will usually include the projected operating budget (research and development, operations, general and administrative expenses, marketing), projected financial statements, economic analyses (return on equity, return on investment, and so on), and sensitivity analyses (the projected effect of any change in the various parameters on the forecasted business results).

• Appendices— Here will be found a specification of the expenses, table of comparison to competitors, full executives bios, letters from customers, and so on.

The order in which items are presented in the business plan and the degree to which various issues are emphasized change from one company to another in accordance with its field, innovativeness (for instance, a more detailed explanation of the product, as opposed to an emphasis on the description of the competitors), current status, and so on.

Лексика к тексту:

restriction – ограничение, сужение

to impose – налагать, помещать, навязывать

superior – начальник, превосходный

scope – область, сфера деятельности

current – поток, ток, течение, направление

to acquire – приобретать, получать

target – предназначаться, иметь целью, цель, мишень

remuneration – вознаграждение, компенсация

incentive – побудительный, поощрительный

forecast – предсказывать, прогнозировать

equity – акция, активы, собственный капитал

accordance – соответствие, гармония

oppose – выступать, возражать, противодействовать