东塘中环商业街策划报告(英文).docx

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1、Guangzhou JiuFang Electronics Co., LtdBusiness PlanAddress: Rm605, Bldg B, Quanxin Business Center, 102 Liwan Road, Guangzhou, GuangdongWebsite: Contact: Wang YonggangTel: 020-81816091Mobile: 13902295561April of 2004Statement: This Business Plan is submitted under confidentiality, the content of whi

2、ch is completely genuine and reliable. The author reserves the proprietary rights of the Business Plan. Without permission, nobody shall in any manner reproduce, use, copy or distribute this Business Plan. Contents1.OVERVIEW12.DESCRIPTION OF COMPANY22.1 Company Background22.2 Company Purpose & Strat

3、egic Objectives32.3 Company Status Quo32.4 Key Positions in Company42.5 Partners53.DESCRIPTION OF PRODUCTS63.1 Products & Technology63.2 Advantages of Products83.3 Technical Advantages & Holding Strategy104.MARKET ANALYSIS124.1 Market Scale124.2 Description of Market Segmentation & Customers144.3 An

4、alysis of Competition164.4 SWOT Analysis184.5 Entry Barriers184.6 Analysis of Risks195.MARKET STRATEGIES205.1 Target Market205.2 Market Positioning215.3 Pricing Strategies215.4 Sales Channel225.5 Advertisement/Promotion and PR Activities235.6 Sales Target & Cost Budget236.PRODUCTION OPERATION MANAGE

5、MENT256.1 Production Operation Flow256.2 Infrastructure & Equipments256.3 Analysis of Production Cost266.4 Implementation Plan276.5 Environmental Influence & Quality Control277.ORGANIZATION STRUCTURE & PERSONNEL MANAGEMENT287.1 Organization Structure287.2 Personnel Arrangement & Salary Plan298.CAPIT

6、AL DEMAND318.1 Financing Plan318.2 Use of Funds318.3 Repayment Plan329.FINANCIAL ANALYSIS329.1 Basic Assumptions329.2 Financial Indicators339.3 Financial Statements339.4 Sensitivity Analysis341. OverviewThis project is made on the basis of present Guangzhou Jiufang Electronics Co., Ltd. Guangzhou Ji

7、ufang Electronics Co., Ltd is specialized in research, development, production and sales of laboratory equipments. Currently the company has developed seven series of laboratory equipments and various laboratory fittings and accessories, especially the automatic dynamic inhalation chamber, which is

8、the hi-tech product with the highest technological content, a product that fills the national and international market gap in this area. This project aims to seek project financing of US$2 million for automatic dynamic inhalation chamber for the purpose of large-scale production and instant penetrat

9、ion into the market. The digital automatic dynamic inhalation chamber is the special experiment apparatus for animal inhalation of toxin. In the production and living environment, many toxins enter into human body through aspiratory channel, such as the case of the global epidemic SARS. Following im

10、provement of living standard, health has been the focus of concern and the target of pursuit of the people and the requirements for the institutions engaged in disease treatment and prevention. Currently, there are several hundred of toxicological labs in the domestic government departments, testing

11、 organizations, hospitals and universities, which carry out many toxicological experiments. The animal inhalation equipments are the essential fittings for such experiments, the demand for which reaches over 1,000 sets in China at present stage. However, in the current market no mature products are

12、available. In 2001, a German company developed dynamic inhalation equipment for the Disease Prevention and Control Center of the State Administration of Labor. That equipment is still under maturity, with many parameters unable to meet the experiment requirements, yet its cost reaches up to RMB2,000

13、,000. It is apparent that the market demand for dynamic inhalation chamber is urgent. Jiufang has developed the dynamic inhalation chamber that uses computer system to automatically and precisely control the inner air pressure dynamic balance to maintain the oxygen content in the chamber, so that th

14、e ratio of mixture of the test subject and the air remains the same. Thus the parameters like inhalation density become controllable. According to the latest research made by Guangdong Science and Technology Information Institute (the state class A information unit), ended October 2003, in China the

15、re was no other product similar to dynamic inhalation chamber (See the attachment for the report), and currently no information on the similar product is available in the world. The core technology of dynamic inhalation chamber has been patented, the patent holder being Wang Yonggang, legal represen

16、tative and General Manager of the company. Also the core technology of the product is under possession of the shareholders of the company, thus in a quite long period in the future, there is no concern of loss of technology and leave of personnel. This project is highly profitable, with high risk-re

17、sistant potential, complying with the China market demand and the state policy. It is preliminarily estimated that within five years the NPV may reach RMB49,221,592元, IRR at 61.6%, investment recovery period being 2.12 years. The additional investment will take the form of long-term loan, for which

18、the company will pay fixed annual return at 4.6%, and the principal of which will be repaid six years later. 2. Description of Company2.1 Company BackgroundGuangzhou Jiufang Electronics Co., Ltd was established in 1996, with registered address at Rom 605, Building 12, No. 102 Liwan Road, Guangzhou,

19、with registered capital RMB500,000. The company engaged in IT industry at the establishment. In the beginning of 2002, the company started to enter the field of laboratory equipments, developing the project of dynamic inhalation chamber. The company has developed seven lines of laboratory equipments

20、 and the parts and accessories, including modular laboratory equipments, steel structure laboratory equipments, C-shape structure laboratory equipments, wooden structure laboratory equipments, steel/steel-wood toxin exhausting chamber (ventilation chamber), toxicological laboratory equipments and an

21、imal room equipments etc. The structure of shares of the company is as in Table 2-1. Table 2-1 Structure of Shares of Guangzhou Jiufang Electronics Co., LtdName of ShareholderPositionPercent of Share EquityWang YonggangGeneral Manager50%Wei HengyongChief Engineer25%Chen WukeProject Director25%2.2 Co

22、mpany Purpose & Strategic ObjectivesCompany purpose: To specialize in research, development and promotion of laboratory equipments, to offer safe, efficient and complete basic conditions and means for various scientific experiments, to contribute to development of science, to create the best welfare

23、 for the employees, to make return for the investors. Strategic objectives: To instantly industrialize the products in the near future with effect of scale in the market; to enhance technology accumulation and R&D to become the major provider and standard formulator in the domestic field of laborato

24、ry equipments within 12 years; to enter the international market with the knockout product dynamic inhalation chamber, and to finally become an internationally competitive hi-tech equipment manufacturer. Company philosophy: Good products for good feelings. 2.3 Company Status QuoCurrently the company

25、 has over 40 employees in laboratory equipment planning, development, production and sales. Their functions are as in Fig 2-1. The Inhalation Equipment Dept is responsible for research and development of inhalation chambers, the most vigorous and fastest growing department in the company. In order t

26、o develop dynamic inhalation chamber, the Inhalation Equipment Dept has set up the R&D Team, which is the foundation and driving force of growth of the company, consisted of 8 members, including 3 experienced software and hardware development engineers and plotting designers, 2 planning personnel an

27、d 1 installation personnel. The General Manager and the Chief Engineer are respectively the Team Chief and the Vice Team Chief. The complete division of functions ensures smooth R&D of dynamic inhalation chamber. The Lab Furniture Dept is responsible for designing and planning laboratory furniture p

28、roducts. This department has ever designed customized laboratory equipments with international integrity for the clients in the industries of medical treatment, medicine, sanitation, foods & beverages, and fine chemicals etc. Guangzhou JiufangAftersales Service DeptEngineering Lab Furniture Division

29、Inhalation Equipment DeptFig 2-2 Organization StructureThe Engineering Dept is responsible for laboratory furniture installation and test-run. The services offered by the experienced technicians in these departments have won high recommendation from the clients. The Aftersales Service Dept is the wi

30、ndow department of the company, mainly responsible for dealing with the opinions, suggestions and complaints, regularly calling back to clients to obtain the information of clients demands and changes of demands and to feed back to the company, so that the company is able to understand the market an

31、d take effective actions. Fig 2-2 indicates the companys Organization Structure. 2.4 Key Positions in CompanyWang Yonggang: General Manager, graduated from Huangzhong College of Science and Technology in 1984 (now Huazhong University of Science and Technology) in Automation. From 1984-1991, worked i

32、n Guangdong Provincial Machinery Research Institute for CAD research, experienced in machinery electronic automation. In 91, started to initiate business of CAD products development, turning the theoretical knowledge into advanced practical products, experienced in theory and practice. In 2002, star

33、ted to engage in R&D of automatic dynamic inhalation chamber, responsible for overall implementation of plan. Wei Hengyong: Chief Engineer for R&D, graduated from Guangxi Machinery University in. 1987, then worked in Guangxi Guilin Forestry Machinery Group in research of machinery design for 13 year

34、s, with sufficient theoretical knowledge. In 2000 jointed Leimengte Company, a Singapore company famous in the laboratory furniture, as Chief Engineer, responsible for R&D of inhalation chamber, with authoritative influence in technical research of dynamic inhalation chamber. In 2002, joined Jiufang

35、 as Chief Engineer, responsible for technical research of machinery structure of automatic dynamic inhalation chamber. Chen Weike: Project Director of dynamic inhalation chamber, graduated from Nanking College of Polytechnics in 1989 (now Southeast University) in Automation. After graduation, worked

36、 in a leading computer company in Shenzhen for computer control and maintenance, very familiar with computer industry, specialized in computer automation. In 2002, took charge of development and implementation of automatic dynamic inhalation chamber, responsible for technical research of electric co

37、ntrol. 2.5 PartnersThe company has long and friendly partnerships with many famous universities, research centers and hi-tech enterprises to follow up the hi-tech research results and development process. The partners include Guangdong Disease Prevention and Control Center Toxicology Institute, Guan

38、gdong Toxicosis First-Aid Toxicology Research Office, Guangzhou Chinese Medicine University, Guangzhou First Peoples Hospital, Guangxi Zhuang Nationality Autonomous Region Disease Control Center and Zhejiang University Medical College etc. With in-depth assistance of partners, our company applies th

39、e new technology of electronics, computer and machinery to product functional design, and our equipments are tested through clinical inspection to meet the clients practical demands. 3. Description of Products3.1 Products & TechnologyIn the seven lines of products, the toxicological laboratory equip

40、ments, especially the second generation of L-RD digital automatic dynamic inhalation chamber, are hi-tech products integrated with multiple disciplines (including toxicology, control theory, computer control, communication, machinery, hydraulics, pneumatics and optics), which are of high technical b

41、arrier and attractive market prospects. These products are the core products for which our company is seeking financing to further improve to realize industrialization. Our digital automatic dynamic inhalation chamber is the experiment device for animal inhalation. The toxicology on animal inhalatio

42、n experiment requires observation of the experiment animals to obtain the experiment data of physiological and pathological changes of experiment animals in a simulated environment within specific period after inhalation of toxic substances of certain concentration, and to obtain the data of concent

43、ration of toxin in the experiment air environment. The core for this aim is how to control the volume of toxin in a simulated air circulating environment to guarantee relatively constant and even toxin concentration, or the controllability of inhalation concentration, so as to realize dynamic balanc

44、e of parameters of oxygen content, air pressure, temperature and humidity in the experiment environment. The second generation of L-RD digital automatic dynamic inhalation chamber are based on modular structure, consisted of five parts, including control, implementation, experiment, feedback and pos

45、t-treatment. Fig 3-1 is the diagram of working rationale of this device, the core of which is the SCM and control program in the console . First, the program calculates the percentage of solution and air volume based on the preset inhalation concentration and parameters of solution ratio and sends o

46、rder to the solution pump and air valve. The solution pump used in this device is high-precision pulse quantitative pump, which pumps out certain amount of solution upon receiving a pulse. The pumped solution is mixed with air at the atomization nozzle, and transmitted in the form of mist into the i

47、nner tank containing experiment animals. The air exhaust system ensures the negative air pressure to keep circulation of air in the inner tank. The drainage system drains the animal excretion and mixed condensed mixed air. The flow meter feeds back the air flow volume to the console in a real-time m

48、anner, and the console relies upon such feedback signal to adjust air valve and the pulses of solution pump in a real-time manner, thus a closed control system is formed to ensure that the concentration of the mixed air entering the inner tank reaches the preset value. The solution detector sends signal to the console when the solution is used up, and the console gives alarm after receiving such signal to remind the operator to add solution. The temperature and humidity detector reports the temperature and humidity of the inner tank to the console, displayed on the control