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北邮国院大二电商在读，随课程进行整理知识点。仅整理PPT中相对重要的知识点，个人认为相对不重要的细小的知识点不列在其中。如有错误请指出。转载请注明出处
Topic 13 – Start-ups and Entrepreneurship
初创企业和企业家精神
Introduction
Free enterprise is the economic basis for all entrepreneurial activity.It means that any individual is free to transform an idea into a business
自由企业是所有创业活动的经济基础。这意味着任何个人都可以自由地将想法转化为业务
The opportunities for potential entrepreneurs are unlimited
潜在企业家的机会是无限的
Product development in a small company
We have talked about Product Development in large companies.The same processes need to be used in small companies such as start-ups
我们已经谈过大公司的产品开发。同样的过程也需要应用于小型公司，比如初创公司
BUT: 但是
There will be less people involved, and they may each have multiple roles
会有更少的人参与其中，他们每个人可能都有多个角色
You may need to simplify some of the processes
您可能需要简化一些流程
Do not make the mistake of thinking “we are too small to bother with a proper process”
不要犯这样的错误:“我们太小了，不需要为正确的过程费心。”
You need to understand the special challenges of starting a company to exploit your ideas
你需要理解创业的特殊挑战，才能充分利用你的想法
What is a ‘startup’
A startup company or start-up is a company with a limited operating history
初创公司是指运营历史有限的公司
These companies, generally newly created, are in a phase of development and research for markets
这些公司通常是新成立的，正处于市场开发和研究阶段
Typically it involves some novel technology, or use of technology, but crucially a coherent means for making money from the technology
它通常涉及一些新技术，或对技术的使用，但最重要的是，它涉及一种从技术中赚钱的连贯手段
High-tech (e.g. telecom, software) is very different from bio-tech or medical
高科技(如电信、软件)与生物技术或医疗非常不同
Startup vs. spin-out
初创 vs. 分拆
A spin-out implies that some part of the enterprise is owned by some third party, typically a university or a larger company
分拆意味着企业的某些部分由第三方拥有，通常是一所大学或更大的公司
A startup isn’t necessarily a spin-out, but a spin-out is a startup
初创公司不一定是一家拆分的公司，但拆分的公司就是一家初创公司
The entrepreneur
An entrepreneur is a person who has possession over a new enterprise or venture and assumes full accountability for the inherent risks and the outcome
企业家是一个拥有一个新的企业或风险，并承担内在风险和结果的全部责任的人
Entrepreneurship is the practice of starting new organisations or revitalizing mature organisations, particularly new businesses - generally in response to identified opportunities
创业精神是一种建立新组织或振兴成熟组织的实践，特别是新企业——通常是对确定的机会的回应
Two types of entrepreneurship
1. Social
2. Technological
Social
Aim is to create social change rather than make money
目标是创造社会变革，而不是赚钱
Often involves business, public & charity organisations
通常涉及商业、公众和慈善组织
Examples:poverty relief,environment,arts & culture
例如:扶贫、环境、艺术和文化
Technological
Aim is to gain independence to exploit a technology
目的是获得独立开发一项技术
Often results from being frustrated in a large company
通常是因为在大公司里受挫
Factors influencing the successful creation of startups
1. home context 家庭背景
family commitments 对家庭的责任
supportive family 支持的家庭
2.technology & markets 技术与市场
uncertainty 不确定性
capital needed 需要资金
product lead time 产品交货期
3.institution support 制度支持
incubators 育成中心
venture capital 风险资本
government 政府
4.work environment 工作环境
experience 经验
frustration 挫折
redundancy 裁员
5. background 背景
parent self-employed 父母教育
cultural values 文化价值观
education 教育
6.personality 性格
high achiever 取得高成就的人
high control 高控制要求
independence 独立
Supporting entrepreneurship
Many kinds of organizations now exist to support would-be entrepreneurs, including
现在有许多类型的组织支持未来的企业家，包括
specialized government agencies 业务领导机关
e.g. in the UK, Business Link is a free business advice and support service, available online and through local advisers.
例如，在英国，Business Link是一个免费的商业建议和支持服务，可以通过网络和当地顾问获得
business incubators 企业孵化器
science parks 科技园区
Non-Government Organisations 非政府组织
e.g. Chambers of Commerce in the UK 例:英国商会
Challenges of a small business
Hard work, making most decisions on your own
繁重的工作，大部分决定都是自己做的
Considerable risks involved 相当大的风险
Costly to raise finance 融资成本高
No economies of scale 没有规模经济
Advantages and Disadvantages of starting a new business
Advantages
Independence 独立
Financial opportunities 金融机会
Community service 社会服务
Job security 工作保障
Family employment 家庭雇佣
Challenge 挑战
Disadvantages
Sales fluctuations 销售波动
Competition 竞争
Increased responsibilities 增加的责任
Financial losses 经济损失
Employee relations 员工关系
Laws and regulations 法律法规
Risk of failure 失败的风险
Some early decisions
【ps：这个看看就行】
You need to take some early decisions about your company:
What type of business – e.g. life style?
What form of ownership – e.g. sole trader?
Are you driven by the technology or the market?
Who are your customers?
Types of business
Scalable, global technology player 可扩展的全球技术参与者
Biotech business with long-term R&D plans 具有长期研发计划的生物技术业务
Manufacturing facility with medium growth plans 有中等增长计划的生产设施
Service provider 服务提供部门
Lifestyle business 生活方式型企业
What form of ownership?
1. Sole Trader 专营商/独资企业
2. Partnership 合伙企业
3. Limited Company 有限公司
sole trader
Most basic form of organisation 最基本的组织形式
Not a legal form of organisation – the individual and the organisation are indistinguishable (they are similar)
不是一个合法的组织形式-个人和组织是不可区分的(他们是相似的)
The ‘sole trader’ is responsible financially and legally for any debts, outstanding unfulfilled contracts etc.
“专营商”对任何债务、未履行合同等负有财务和法律责任。
Very easy to establish 很容易建立
Sole trader can have employees (despite the name)
自营商可以有员工(不管名字是什么)
Examples – hairdressers, newsagents, window cleaners
例如:美发师，报摊，窗户清洁工
partnerships
Two or more people combine resources and form a partnership
两个或更多的人结合资源并形成合伙关系
Contract exists between the two (or more) parties; terms include:
合同存在于双方(或多方)之间;条款包括:
The amount of capital subscribed by each partner
每个合伙人认缴的资本数额
How profits will be determined and allocated between partners
如何确定利润并在合伙人之间分配
Salary allocation for the partners
合伙人的工资分配
Procedure for dissolving the partnership
解除合伙的程序
Examples – solicitors, accountants etc.
例如:律师、会计师等。
Limited companies
Limited in this instance meaning that the owners no longer have unlimited liability for the debts of their companies
有限在这种情况下意味着所有者不再对其公司的债务承担无限责任
In the US, these are known as incorporated companies
在美国，这些公司被称为法人公司
All companies have shareholders who have invested in the company
所有公司都有股东在公司投资
All companies have directors who are selected by the shareholders to run the company
所有公司都有由股东选出来经营公司的董事
Technology- or market- driven company?
技术还是市场驱动型公司?
Technology push
技术推动型
Invent technology → identify market opportunity → design product → tell customer how wonderful it is
发明技术→发现市场机会→设计产品→告诉客户它有多棒
Market pull
市场拉动型
Identify market need → identify compelling product for customers → design product → select or invent technologies
识别市场需求→为客户识别有吸引力的产品→设计产品→选择或发明技术
↑ You need a mix of both of these! ↑
Who are your customers?
End-users, i.e. consumers 终端用户,即消费者
i.e. you are B2C (business to consumer) 即你是B2C(企业对消费者)
Business that has its own customers 有自己客户的企业
i.e. you are B2B (business to business) 即你是B2B(企业对企业)
You must know who your potential customers are 你必须知道你的潜在客户是谁
How a hi-tech start-up comes together
The Ingredients: 要素如下：
Technology 科技
Intellectual Property (Protection) 知识产权（保护）
The Vision (Where can the technology lead? Is there a market for it)
愿景（技术将走向何方?有市场吗?）
Personnel 员工
Scientific leaders 学术带头人
Business managers 企业管理人员
Fund Raisers 资金筹措人
Scientists/Engineers 科学家/工程师
Money 钱
The stages for creating a hi-tech start-up
1. Assess the opportunities - generate, evaluate & refine the business concept
评估机会-产生，评估和完善业务概念
2. Develop the business plan and decide on the structure of the venture
制定商业计划，决定企业的结构
3. Acquire the necessary resources and funding
获得必要的资源和资金
4. Grow and harvest the venture
成长和收获企业
Raising capital
筹措资金
Why?
Growth 成长
Maintenance of operations 运营维护
Survival 生存
How?
Re-mortgage or loan 再抵押或贷款
Venture Capitalists or Angels 风险投资家或天使投资人
Grants 补助金
Family and friends 家人和朋友
Fund-raising Stages
融资阶段
1. Pre-investment 投资前活动
University fund, friends, bank loan 大学基金，朋友，银行贷款
£5k-£50k
build demonstrator, build business plan 建立演示程序，建立业务计划
2. Round A
Angels, or special startup funds 天使投资，或特殊的启动基金
£100k-£500k
Establish board, partial executive team 建立董事会、部分执行团队
5 - 10 employees 5 - 10名员工
3. Round B
Venture Capital 风险资本
£1M-£5M
Complete board and exec team. Expand to 20+ 完善董事会和执行团队。扩大到20 +
4.Exit
What are VCs (Venture Capitalists)?
什么是风险资本家?
A company that collects funds (e.g. from pension funds) and then invests those funds in startups
募集资金(如从养老基金)，然后将这些资金投资于初创公司的公司
Go for high-risk, high reward
去做高风险，高回报的事
Need very large uplift in value, 10 times or more
价值需要大幅提升，10倍或更多
Take large stake in company equity
持有公司的大量股份
Expect only 1 in 10 to succeed
预计只有十分之一的人会成功
The fund-raising process
融资过程
Elevator pitch/executive summary 电梯游说/执行总结
Business plan, presentation, management team 商业计划、演示、管理团队
Business survey 商业调查
Due diligence 尽职调查
Valuation, ownership, control, legal issues 估价，所有权，控制权，法律问题
FUNDING 拨款
Two Essential Functions of Business Plan
商业计划的两个基本功能
1. Guiding the company by charting its future course and defining its strategy for following it.
通过规划公司未来的发展方向和制定公司的战略来指导公司的发展。
2. Attracting lenders and investors who will provide needed capital.
吸引提供所需资金的贷款机构和投资者。
What a Business Plan is
The entrepreneur’s road map for a successful enterprise
企业家成功创业的路线图
Describes: 描述了：
The market you plan to enter 你计划进入的市场
The unique and compelling features of your contribution to this market
你对这个市场贡献的独特和引人注目的特点
Intellectual property 知识产权
Business model and Financials 商业模式和财务
Team and Company development and strategy 团队和公司的发展和战略
Investment proposition 投资建议
Exit strategy 退出策略
Features vs. Benefits
产品特点 vs. 好处
Feature – a descriptive fact about a product or service
产品特点——关于产品或服务的描述性事实
eg:“an ergonomically designed, more comfortable handle”
例如：“符合人体工程学的设计，更舒适的手柄。”
Benefit – what a customer gains or a satisfaction received from the product or service feature
好处——客户从产品或服务特性中获得的或满意的东西
eg:‘better fuel consumption by a new car engine which reduces overall costs and increases efficiencies’
例如：“一种新的汽车引擎能更好地消耗燃料，从而降低整体成本并提高效率。”
Why do you need a Business Plan?
A business plan… 一份商业计划
provides a formal agreement between the founders of a company about the direction to be taken
提供公司创始人之间关于公司发展方向的正式协议
can reduce self-delusion amongst the founders
能减少创业者的自欺欺人
defines responsibilities & rewards
定义职责和奖励
helps to translate abstract goals into explicit operational needs
帮助将抽象的目标转化为明确的操作需求
Without a business plan… 没有商业计划的话
nobody will invest in your company 没有人会投资你的公司
you will wander aimlessly 你会漫无目的地游荡
Business Model
商业模式
The Business Plan must describe your Business Model 商业计划必须描述你的商业模式
This shows how you will make money from your business, e.g.
这表明你将如何从你的生意赚钱。例如：
Selling software 销售软件
Selling services 销售服务
Licensing software 许可软件
Selling hardware 销售硬件
Selling/licensing Intellectual property 销售/许可知识产权
e.g. the ARM processor (CPU based) 例如ARM处理器(基于CPU)
Some mix of the above 以上的一些混合
Will be supported by Revenue predictions 会被收入预测支持
Key Elements of a Business Plan
Title Page and Table of Contents 标题页和目录
Executive Summary 执行摘要
Vision and Mission Statement 使命陈述
Company History 公司历程
Business and Industry Profile 工商业简介
Business Strategy 商业策略
Description of Products/Services 产品/服务描述
Marketing Strategy 市场战略
Document market claims 记录市场索赔
Show customer interest 显示客户兴趣
Competitor Analysis 竞争者分析
Description of Management Team 管理团队描述
Plan of Operation 业务计划
Projected Financial Statements 预计财务报表
Loan or Investment Proposal 贷款或投资建议书
Exit strategy
退出投资策略
VC wants to know how it will get a return on investment (ROI)
VC想知道如何获得投资回报(ROI)
Company sale (e.g. to Microsoft, Google, Philips, etc)
公司销售(如微软、谷歌、飞利浦等)
IPO (Initial Public Offering), i.e. making shares publicly available via a stock exchange (SSE – Shanghai Stock Exchange; AIM (London) – Alternative Investment Market, NASDAQ – New York, etc.)
IPO(首次公开发行)，即通过证券交易所
In how many years? 多少年内？
If you get this right, you are now getting 10% of the value of a company worth £50M or more!
如果你做对了，你现在得到的是一家价值5000万英镑或更多的公司价值的10% !
Guidelines for Preparing a Business Plan
Remember: No one can create your plan for you.
记住:没有人可以为你制定计划。
Potential lenders want to see financial projections, but they are more interested in the strategies for reaching those projections.
潜在的贷款人希望看到财务预测，但他们更感兴趣的是实现这些预测的策略。
Show how you plan to set your business apart from competitors; don’t fall into the “me too” trap (copying other businesses – no advantage to this).
展示你计划如何将你的业务与竞争对手区分开来;不要陷入“我也是”的陷阱(复制其他业务——这没有任何好处)。
Identify your target market and offer evidence that customers for your product or service exist.
确定你的目标市场，并提供证据证明你的产品或服务的客户存在。
Tips on Preparing a Business Plan
Make sure your plan has an attractive cover. (First impressions are crucial.)
确保你的计划有一个吸引人的掩护。(第一印象至关重要。)
Rid your plan of all spelling and grammatical errors.
去掉你的计划中所有的拼写和语法错误。
Make your plan visually appealing.
让你的计划在视觉上吸引人。
Include a table of contents to allow readers to navigate your plan easily.
包括一个目录，让读者可以轻松浏览您的计划。
Make it interesting. 使它有趣。
Your plan must prove that the business will make money (not necessarily immediately, but eventually).
你的计划必须证明你的业务会赚钱(不一定是马上，但最终)。
Use spreadsheets to generate financial forecasts. 使用电子表格生成财务预测。
Always include cash flow projections. 一定要包括现金流预测。
Keep your plan “crisp” – between 25 and 40 pages long. 让你的计划“简洁”——25到40页。
Tell the truth – always. 说实话——一定要这样
Causes of business failure
Business failure is caused by a number of reasons but the most common of these are detailed below:
导致业务失败的原因有很多，但最常见的原因如下:
lack of skills 熟练程度不够
sales problem 销售问题
financial control 财务控制
lack of funds 资金不足
high cost of finance high cost of finance
insolvent customers 破产的客户
overtrading development 过量交易发展
marketing issues 营销问题
red tape (bureaucracy) 繁文缛节（官僚主义）
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