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2020年赛ABC公司O2O股权众筹项目商业计划书DOC

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适逢互联网金融蓬勃发展之际,中国经济又进入了一个“大众创业,万众创新”的 转型时代,在经济新常态的宏观政策背景下,以众筹模式为代表的分享经济越来越受到 人们的重视,这其中股权众筹模式又是互联网金融领域的典型代表。 作为股权投融资和互联网技术二者基因组合的产物,股权众筹在本质上说就是“互 联网+投行”,这是一个互联网金融的全新业态,这一业态在打通创新创业的融资渠道, 支持实体经济发展中可发挥重要的作用,是我国建立多层次资本市场体系的重要组成部 分。股权众筹模式能够有效解决创新需求和创业资金的“不平衡”;能够最大限度地满足 中小微金融发展的需要;有利于创新企业、创业者和中小企业解决“融资贵”和“融资难” 问题;有利于为普通消费者提供多元化的投资理财和资产配置新选择;有利于为创业者 提供广阔群众基础的资源配置支持。对于当前我国“大众创业,万众创新”的事业发展, 意义重大。 我们同时看到,就整个国内互联网金融的发展现状来说,由于我们的监管政策相对 滞后,股权众筹行业实践仍处于野蛮生长的状态。当前和接下来一段时间,将是各方参 与者通力合作,进行新一轮的制度建设、模式实践和路径探索的快速发展阶段。 在此背景下,本商业计划书首先对项目的历史渊源、基本概念以及股权众筹模式做 了深入的实践研究,对项目建设及商业模型进行规划设计,随后充分借鉴和学习了一系 列先进的管理理念和思维,运营 PEST 模型和波特五力模型分别分析了环境和行业,在 市场市场营销竞争态势分析中,通过竞争、威胁、优势和不足四方面的对比分析,得出 项目面临的外部环境和发展机遇是非常有利的,并且内部优势大于劣势,用 STP 方法, 对本项目进行市场细分,并确定了目标市场。 根据目标市场特点,本项目市场定位为私募股权基金 O2O 众筹平台,在清晰的定 位基础上,运用市场营销 4PS 理论制订了营销组合策略,在项目发展的不同阶段确立了 不同的侧重点。在本项目的初始阶段,利用赛 ABC 公司长期经营私募基金股权投资经 验的积累,建立项目筛选渠道和资金募集渠道,用私募会籍的方式,通过圈层和定向传 播扩大知名度和迅速提升市场占有率,顺利度过初始阶段之后,根据市场和实际情况的 发展需要,募集引导基金、夹层小基金和股权基金,以及发展众筹俱乐部等多种形式, 充分利用互联网信息沟通便捷的特征,强调赛汇俱乐部的线下交互体验,组织和推进差 异化和个性化服务,整合资源,发挥众筹资源发现价值的能力。并以此为核心,推进制 度和体系化建设,不断提炼和塑造品牌,提升品牌信任度和美誉度。II 按照商业计划书的规范和要求,在整体项目策划完毕的基础上,从财务角度规划 本公司初始投入资本金拟 1000 万元,其中 400 万元为赛 ABC 自筹资金,剩余 600 万预 算拟通过融资方式或众筹方式获得。在此基础上,又对项目进行了投融资计划和退出方 式的说明,通过成本预估、收入和费用分析、利润表预测、资产负债表统计、现金流量 表预测和项目投资效益评价等方面的工作,得出三大报表,为商业计划书的实施提供了 投资决策的数据参考,同时从实操角度,对项目风险进行了认真研究,并提出相应对策。 总之,通过商业模型和财务指标分析(净现值和内部收益法),得出赛 ABC 公司股 权众筹项目收益可观,投资回收期短,值得投资,风险分析同时表明,项目风险可控。 关键词:股权众筹,股权众筹平台,投融资,私募基金,商业计划书III Abstract With the vigorous development of Internet banking, the Chinese economy has entered a transition era of mass venture and innovation. In the new economic background with macroeconomic policy, crowd-funding, as the representative of shared economy, has gained the attention of the public. Equity raising is typical in the Internet financial sector. As a product of both equity financing and Internet technology, crowd-funding is actually Internet + investment bank, which is a new situation of Internet banking. It opens new method of equity trading and supports real economy and is an important aspect of the establishment of a multi-level capital market. Crowd-funding can effectively solve the problems of unbalance of the need for innovation and capital of business startups, satisfy the needs of small micro-finance development, help SMEs solve problems when financing, provide common consumers with multiple method of investment and asset allocation. Above all, it promotes the development of China’s economy. On the other hand, as to the status of the domestic Internet banking, because of weak supervision, equity raising develops unchecked. In future, all parties will work together to carry out a new round of institutional building and pattern adjustment, and ultimately for the sound development of equity raising. This business plan studies the background of the project, concepts and mode of crowd-funding, and then introduces the project plan and business models, combines advanced business concepts and PEST and Porter's five forces model, which were used to analyze macro environment and industry competitive environment. With SWOT analysis, external environment and development opportunities are favorable to the project; with market segmentation of the project by STP method, target market was set. According to the characteristics of the target market, market of the project is private equity funding O2O platform. Then 4Ps theory was used to develop a marketing mix strategies, at different stages of the project with different emphasis. In the initial phase of the project, with the use of the private equity funding experience of ABC company, channels of project selection and fund-raising channels were established. By private equity funding membership and enhancing popularity, market share is increased rapidly. After getting through the initial stage, according to market and development needs of the actual situation, introducing fund, small fund and equity fund and other ways will be used. Internet information and convenience will be made full used of. The experience of off-line interactivities of Saihui Club will be emphasized. Personal and various services areIV encouraged and value will be found though crowd-funding. Thus brand name will be more popular and trustable. Based on the standard and requirement of the business plan and completion of the project plan, 10 million yuan will be invested initially, of which 4 million yuan is the self-financing capital of ABC company, and of which 6 million yuan will be acquired through crowd-funding and equity trading. On this basis, the project investment and financing plan and exit instructions are clarified. By cost estimates, revenue and cost analysis, income forecast, balance sheet statistics, cash flow forecasting, and project appraisal and other aspects of investment returns, three reports for the implementation of the business plan will be worked out, providing reference data for investment decisions. The risk of the project is also considered and correspondent prevention is listed. In short, by analyzing the business mode and financial index (the net present value and internal return method), the profit of the crowd-funding project of the ABC company is high and project payback period is short and it is worth the investment. Risk analysis also shows that the project risk is controllable. Keyword: crowd-funding; crowd-funding platform; private equity fund; business planV 目 录 摘要......................................................................................................................I ABSTRACT........................................................................................................III 目 录....................................................................................................................V 图表清单.............................................................................................................IX 第一章 绪 论.......................................................................................................1 1.1 研究背景及意义..........................................................................................................1 1.2 研究文献综述...............................................................................................................3 1.2.1 关于商业计划书.................................................................................................3 1.2.2 关于股权众筹平台.............................................................................................4 1.3 研究方法及体系结构...................................................................................................5 1.3.1 本报告的研究方法.............................................................................................5 1.3.2 本报告的架构和章节安排.................................................................................5 1.4 众筹的历史和股权众筹的概念...................................................................................6 1.4.1 众筹的历史.........................................................................................................6 1.4.2 众筹的分类.........................................................................................................7 1.4.3 股权众筹的概念.................................................................................................8 1.5 股权众筹的全球发展状况..........................................................................................9 1.5.1 国外发展状况描述.............................................................................................9 1.5.2 中国发展状况概括...........................................................................................10 1.6 本章小结....................................................................................................................15 第二章 赛 ABC 公司股权众筹项目概况.........................................................16 2.1 赛 ABC 公司案例背景介绍.......................................................................................16 2.1.1 赛 ABC 公司股权众筹项目 O2O 模式...........................................................16 2.1.2 线上股权众筹平台设计...................................................................................17 2.1.3 线下赛汇俱乐部方案设计...............................................................................23 2.1.4 赛汇 O2O 的产品和服务.................................................................................24 2.2 赛 ABC 公司股权众筹项目实施进度.......................................................................25 2.3 赛 ABC 公司股权众筹项目建设管理......................................................................27VI 2.3.1 投资团队的专业度要求..................................................................................27 2.3.2 信息共享的透明度要求..................................................................................27 2.3.3 产品风险的把控度要求...................................................................................28 2.4 赛 ABC 公司股权众筹项目上线后组织架构..........................................................28 2.4.1 整体组织架构规划设计..................................................................................29 2.4.2 首期技术中心架构设计..................................................................................29 2.5 本章小结....................................................................................................................31 第三章 项目推进的环境和市场研究...............................................................33 3.1 宏观环境分析............................................................................................................33 3.1.1 政治环境...........................................................................................................33 3.1.2 经济环境...........................................................................................................34 3.1.3 社会环境...........................................................................................................34 3.1.4 科技环境...........................................................................................................35 3.2 行业竞争环境分析.....................................................................................................36 3.2.1 供应商讨价还价能力.......................................................................................36 3.2.2 购买者讨价还价能力.......................................................................................36 3.2.3 新进入者威胁...................................................................................................37 3.2.4 替代品威胁.......................................................................................................38 3.2.5 行业内现有竞争者的竞争...............................................................................38 3.3 赛 ABC 公司股权众筹项目的竞争优势分析...........................................................39 3.3.1 项目优势(S).................................................................................................39 3.3.2 项目劣势(W)...............................................................................................40 3.3.3 项目机会(O)................................................................................................40 3.3.4 项目威胁(T) ................................................................................................41 3.3.5 项目战略选择...................................................................................................41 3.4 股权众筹项目的发展前景.........................................................................................42 3.4.1 风险投资危机重重...........................................................................................42 3.4.2 股权众筹前景光明...........................................................................................42 3.5 本章小结.....................................................................................................................43 第四章 项目营销策略和实施保障...................................................................44VII 4.1 营销战略分析.............................................................................................................44 4.1.1 项目的市场细分...............................................................................................44 4.1.2 目标市场选择...................................................................................................45 4.1.3 方案的市场定位...............................................................................................45 4.2 营销组合策略.............................................................................................................46 4.2.1 产品策略...........................................................................................................46 4.2.2 定价策略...........................................................................................................48 4.2.3 渠道策略...........................................................................................................50 4.2.4 促销策略...........................................................................................................51 4.3 股权众筹项目具体设计的治理结构.........................................................................51 4.4 本章小结....................................................................................................................53 第五章 项目的财务研究和收益分析...............................................................54 5.1.投融资计划以及退出方式.........................................................................................54 5.1.1 投融资计划.......................................................................................................54 5.1.2 退出机制和维权...............................................................................................54 5.1.3 退出方式多元化...............................................................................................54 5.2.项目经营预估.............................................................................................................55 5.2.1 前期资金使用预算...........................................................................................55 5.2.2 项目收入预估...................................................................................................56 5.2.3 经营成本预估...................................................................................................57 5.2.4 固定资产折旧预估...........................................................................................58 5.2.5 项目利润预估表...............................................................................................58 5.2.6 资产负债表预估...............................................................................................59 5.2.7 现金流量表预估...............................................................................................60 5.2.8 盈利能力及投资价值分析...............................................................................60 5.3 本章小结....................................................................................................................61 第六章 项目的风险研究和应对措施...............................................................63 6.1 行业法律风险及防范.................................................................................................63 6.1.1 运营的合法性问题...........................................................................................63VIII 6.1.2 出资人利益保护问题.......................................................................................64 6.2 运营风险分析以及对策............................................................................................65 6.2.1 监管制度缺失的风险及对策...........................................................................65 6.2.2 众筹项目不足的风险及对策...........................................................................66 6.2.3 商机和隐私泄露风险及对策...........................................................................66 6.3 本章小结.....................................................................................................................67 结 论...................................................................................................................68