纯正地道美语(外教讲解)182：商业计划

　　A:I’ve had it! I’m done working for a company that is taking me nowhere!
B:So what are you gonna do? Just quit?
A: That’s exactly what I am going to do! I’ve decided¹ to create my own company!  I’m going to write  up a business plan, get some investors² and start working for myself!
B: Have you ever written up a business plan before?
A: Well, it can’t be that hard! I mean, all you have to do is explain your business, how you are going to do things and that’s it, right?
B: You  couldn’t  be  more  wrong!   A  well  written  business plan will include an executive summary which highlights the idea of the business in two pages or less.  Then you need to describe your company with information such as what type of legal structure it has, history, etc.
A: Well, that seems easy enough.
B:Wait, there’s more!  Then you need to introduce and describe your goods or services.  What they are and how they are different from competitors’? Then comes the hard part, a market analysis. You need to investigate and analyze³ hundreds of variables!  You need to take into consideration socioeconomic factors from GDP per capita to how many children on average the population has! All this information is useful so that you can move on to your strategy and implementation⁴ stage, where you will describe in detail how you will actually execute your idea.
A: Geez. Is that all?
B: Almost, the most important piece of information for your investors will be the financial analysis. Here you will calculate and estimate sales, cash flow and profits. After all, people will want to know when they will begin to see a return on their investment!
A: Umm. I think I’ll just stick to my old job and save myself all the hassle of trying to start up a business!
legal structure 公司结构
execute vt.执行, 实行
Congress makes the laws; the President executes them.
国会制定法律，总统执行法律。
financial analysis财务分析
return on one’s  investment 投资上的盈利
hassle n.困难，麻烦
拓展词汇】
entrepreneur n.企业家
credentials⁵ n.证明，资格
vision statement 描述你的商业预测
prospects⁶ n.前景；景象
feasibility n.可行性
A: 我受够了。我正在为一个不能带我前进的公司工作。
B: 你会怎么办？只是放弃？
A: 那正是我要做的事。我决定建立自己的公司。我想要撰写商业计划，找到一些投资者并为自己开始工作。
B: 你先前写过商业计划吗？
A: 那不是很难。我的意思是，你必须做的事就是解释你的商业，以及你会如何做，对吧？
B: 你真是糊涂。一个好的商业计划包括行政上的总结，用2页或更少的页数突出商业的想法。然后你需要描述诸如公司结构类型，公司发展历史等相关信息。
A: 喔，那看起来很简单。
B: 等等，还有。你需要介绍并描述公司的货物或服务。具体是什么以及和其他同行有什么区别？下一个就是最难得部分，市场分析。你需要调查并分析各种变量。你需要考虑包括从平均GDP到平均每个家庭拥有孩子的数量等社会经济因素。所有的信息都是有用的，这样你才能进行战略定位和执行阶段，这一步你要详细描述你将如何执行你的主意。
A:Geez。就这些吗？
B:快了。对投资者来说信息最重要的部分就是财务分析。你要计算并估计销售，资金流动和利润。毕竟，人们想要知道什么时候他们能看到投资上的盈利。
A: 我想我会继续做原来的工作，不自寻开公司的麻烦。

1 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

2 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

3 analyze   

vt.分析，解析 (=analyse)

参考例句：

• We should analyze the cause and effect of this event.我们应该分析这场事变的因果。
• The teacher tried to analyze the cause of our failure.老师设法分析我们失败的原因。

4 implementation   

n.实施，贯彻

参考例句：

• Implementation of the program is now well underway.这一项目的实施现在行情看好。

5 credentials   

n.证明，资格，证明书，证件

参考例句：

• He has long credentials of diplomatic service.他的外交工作资历很深。
• Both candidates for the job have excellent credentials.此项工作的两个求职者都非常符合资格。

6 prospects   

n.希望，前途(恒为复数)

参考例句：

• There is a mood of pessimism in the company about future job prospects. 公司中有一种对工作前景悲观的情绪。
• They are less sanguine about the company's long-term prospects. 他们对公司的远景不那么乐观。