从想法的萌生到一份合格商业计划书的完成，创业就是一个不断"升级打怪”的过程。 本书站在参赛者的角度，再现了"三创赛”国家特等奖"启程”项目的创业之旅，给想要 参赛的学生提供一份行动指南。 本书先详细介绍了"三创赛”的竞赛背景及宗旨；然后整理了商业计划书各个板块所 应用的理论知识和团队项目商业计划书全文，并在每个板块后总结了备赛的心得体会和路 演技巧，分析了比赛过程中的常见问题和解决方法；最后从团队建设和项目内容两方面为 读者排忧解惑。为配合讲解，本书还列举了大量生动实用的案例，以帮助读者深入领会。

前言 亲爱的同学们，你们是否一直对“三创赛”心生向往？我与我的团队总结了最近一年的参赛经验，并将其汇总成书，供大家参考。本书中，我们整理了团队参赛项目的商业计划书全文及其中常用的理论知识，总结了备赛、参赛和竞赛环节的心得体会，针对每个板块还制作了一份“Q＆A”。本书是一本以参赛者口吻来分享“三创赛”的书籍，再现了我们团队获得国赛特等奖参赛项目（启程）的全部内容，同时展示了其他参赛项目的部分内容，希望以此为参赛的同学提供一份“秘籍”。欢迎广大参赛指导老师 和同学共同探讨，针对书中不足之处提出批评与建议。 历年来，“三创赛”一直秉持“创新、创意、创业”的要旨，致力于培养学生的创新意识、创意思维和创业能力，为学生搭建了一个专业知识与社会实践相结合的平台，同时提供了一个能够发挥学生创造力和创意力的空间。但 2020 年注定是不平凡的一年！我与我的团队借助“三创赛”的契机，竭尽所能做好比赛 工作，经营好团队参赛项目，并将团队经营所得的一部分利润贡献给武汉市金银潭医院。这也是我与团队参赛以来最大的收获！ 指导“三创赛”的项目这么多年，我不仅收获了奖项、荣誉，还深刻理解了“三创赛”所要表达的社会责任与未来指引，这将是值得我践行一生的事业。当然，台上一分钟，台下十年功！要想打好比赛，学校里面的各项创业活动和课程都不容错过。例如，我联合四川省多位双创名师，曾在西南交通大学开设了一门深受学生欢迎也是最难选上的课程——创新创业创青春。在这门课上，大家可以认识许多志同道合的小伙伴，然后一起组队、参赛、“打怪”、升级。 从想法的萌生到切实可行的商业计划书的完成，在参赛的过程中，团队全体成员均得到了非同一般的锻炼。一份合格的参赛商业计划书，要求项目是有潜力且切实可行的，能够体现团队成员严谨的逻辑思维能力和商业思维。这就要求各个成员要根据分工做好调查和分析，最终负责人将各个成员所写的内容有逻辑、有条理地整合起来从而形成完整的商业计划书。因此，团队的力量是非常重要的。团队中的每个人都有一个明确的角色，要坚信每个人对团队的成功来说都至关重要。如果我们中有一个人掉队，这个团队就是不完整的；如果有一个人不能尽他最大的努力，就不会得到最后的成功。只有心往一处想、劲往一处使，才能使团队发挥最大的作用。而且，“三创赛”让不同专业的同学有机会聚到一起， 大家得以相互学习、相互支持。 许多学生在回忆参赛始末时，会有感而发：起初会把一些天马行空的想法想得过于理想化而不切实际；此后随着项目的启动、执行和落地运营，才发现事情并没有那么简单；一个看似简单的想法，会在现实中遭遇无数问题，这些问题繁杂且都是细节体现。但这些并没有让我们退缩和回避，团队成员并肩作战，共同面对一个个问题，随着问题的解决，大家收获了无比的成就感，这是传统课堂难以给予自己的养分。一名数次参与“三创赛”的团队成员，听到上述经历仍然会感慨良多。我也总是告诉自己和学生，无论结果是好是坏，这样的经历都会难以忘怀，甚至受益一生。 实践出真知！许多学生从对创业竞赛一无所知到现在的一知半解，满足了此前对创业实践的好奇心和新鲜感，当然也体会到了这个过程中的竞争与压力。我相信这份经历能帮助学生对未来的创业实践做出更清晰的规划，不断发掘自身潜能与提升自我。今天，在“大众创业，万众创新”的政策鼓励下，高校大 学生更应该抓住时机，勇敢挑战自己。希望每位有想法的同学都能大胆去实践！ 挑战无处不在，有你更精彩！ 本书适合想要参加“三创赛”或想要了解电商创业的学生阅读，读者不仅会收获知识和“三创赛”的经验，还会领略到当代年轻人在不断试错过程中的成长、温暖的师生情、梦想变成现实的过程及新青年的责任与担当。 本书由苗苗主编。创业艰辛，其路漫漫！希望与读者一同进步。

1 章 走进赛道现场····················································································.1 1.1 “三创赛”的那些年（2009-2020 年）···············································.1 1.2 “三创赛”助你走上创新创业的赛道··················································.2 第 2 章 打开商业计划书 ················································································.4 2.1 什么是商业计划书············································································.4 2.1.1 商业计划书的概念·······································································.4 2.1.2 案例——Airbnb 的商业计划书························································.5 2.2 商业计划书的作用············································································.7 2.2.1 商业计划书的核心竞争力······························································.7 2.2.2 商业计划书与高校创业教育···························································.8 2.3 商业计划书的撰写············································································.8 第 3 章 启动商业执行···················································································.10 3.1 执行摘要·························································································.10 3.1.1 执行须知··················································································.10 3.1.2 项目执行··················································································.10 3.1.3 盈利模式··················································································.24 3.1.4 项目理念··················································································.26 3.2 项目案例——“启程”····································································.26 3.2.1 项目简介··················································································.26 3.2.2 启程项目背景············································································.27 3.2.3 挖掘项目亮点············································································.28 3.2.4 分析市场痛点············································································.29 3.2.5 确定目标市场············································································.31 3.2.6 规划产品服务············································································.31 3.2.7 打造项目团队············································································.32 3.2.8 做实营销策略············································································.34 3.2.9 构建盈利模式············································································.34 第 4 章 锤炼产品与服务 ···············································································.36 4.1 产品与服务概述·····························································.36 4.1.1 产品与服务介绍·········································································.36 4.1.2 产品与服务的核心功能································································.37 4.1.3 产品与服务的延伸功能································································.38 4.1.4 产品与服务的增值功能································································.38 4.2 “启程”的产品与服务······································································.38 4.2.1 “潮果”平台让水果重新启程 ························································.38 4.2.2 “潮果”产品不只“潮”那么简单 ··················································.39 4.2.3 水果好吃不停，服务永无止境·······················································.47 4.2.4 做产品玩品类，打造潮果优势·······················································.51 4.3 产品与服务——参赛常见问题与解答···············································.51 4.4 产品与服务——参赛项目演示文稿 ··················································.56 4.5 产品与服务——参赛路演及答辩技巧···············································.68 第 5 章 市场分析··························································································.70 5.1 市场分析工具··················································································.70 5.1.1 宏观（国内外）环境分析·····························································.70 5.1.2 中观（行业）环境分析································································.71 5.1.3 微观（企业）环境分析································································.72 5.2 “启程”的市场分析·········································································.73 5.2.1 市场情况··················································································.73 5.2.2 市场趋势··················································································.74 5.2.3 直播带货市场现状······································································.75 5.2.4 宏观市场分析············································································.75 5.3 市场分析——参赛常见问题与解答 ··················································.77 5.4 市场分析——参赛项目演示文稿······················································.78 5.5 市场分析——参赛路演及答辩技巧 ··················································.79 6 章 营销策略··························································································.81 6.1 营销策略思维··················································································.81 6.1.1 整合传播策略············································································.81 6.1.2 市场细分策略············································································.85 6.1.3 产品定位··················································································.87 6.1.4 市场定位··················································································.88 6.1.5 品牌定位··················································································.90 6.2 “启程”的营销策略·········································································.91 6.2.1 “启程”的营销战略 ····································································.91 6.2.2 “潮果”品类的线上营销策略 ························································.93 6.2.3 “潮果”品类的线下营销策略 ························································.97 6.3 营销策略——参赛常见问题与解答 ················································.100 6.4 营销策略——参赛项目演示文稿····················································.102 6.5 营销策略——参赛路演及答辩技巧 ················································.104 第 7 章 商业模式························································································.105 7.1 用“商业画布”描述商业模式 ·······················································.105 7.1.1 客户细分················································································.105 7.1.2 价值主张················································································.106 7.1.3 直接渠道和间接渠道·································································.107 7.1.4 客户关系················································································.108 7.1.5 收入来源················································································.109 7.1.6 核心资源··················································································110 7.1.7 关键业务··················································································111 7.1.8 重要合作··················································································111 7.1.9 成本结构··················································································112 7.2 “启程”的商业模式·········································································113 7.3 商业模式——参赛常见问题与解答 ··················································114 7.4 商业模式——参赛项目演示文稿······················································114 7.5 商业模式——参赛路演及答辩技巧 ··················································118 第 8 章 财务分析························································································.120 8.1 财务管理基本知识·········································································.120 8.1.1 三张会计报表··········································································.120 8.1.2 财务分析方法··········································································.120 8.1.3 财务分析指标··········································································.122 8.1.4 财务风险管理··········································································.123 8.2 “启程”的财务分析·······································································.126 8.2.1 年度销售数据··········································································.126 8.2.2 资产报酬················································································.127 8.2.3 资金结构与融资·······································································.127 8.2.4 未来两年财报预测····································································.128 8.3 财务分析——参赛常见问题与解答 ················································.130 8.4 财务分析——参赛项目演示文稿····················································.131 8.5 财务分析——参赛路演及答辩技巧 ················································.132 第 9 章 风险分析及对策 ·············································································.133 9.1 常见投资风险类型·········································································.133 9.1.1 股本结构················································································.133 9.1.2 资本进入················································································.133 9.1.3 资本退出················································································.134 9.1.4 投融资风险管理·······································································.136 9.2 “启程”的风险分析及对策·····························································.138 9.2.1 市场风险················································································.138 9.2.2 安全风险················································································.139 9.2.3 管理风险················································································.139 9.2.4 技术风险················································································.140 9.2.5 KOL 流失风险·········································································.140 9.2.6 财务风险················································································.141 9.3 风险分析及对策——参赛常见问题与解答······································.142 9.4 风险分析及对策——参赛项目演示文稿 ·········································.143 9.5 风险分析及对策——参赛路演及答辩技巧······································.143 第 10 章 项目进展···············································································.144 10.1 项目流程·····················································································.144 10.1.1 项目启动 ··············································································.145 10.1.2 项目规划 ··············································································.145 10.1.3 项目执行 ··············································································.145 10.1.4 项目控制 ··············································································.146 10.1.5 项目完成 ··············································································.146 10.2 “启程”的项目进展 ·····································································.147 10.3 项目进展——参赛常见问题与解答···············································.150 10.4 项目进展——参赛路演及答辩技巧···············································.151 第 11 章 未来展望······················································································.152 11.1 未来战略 ·····················································································.152 11.2 “启程”的未来展望 ·····································································.154 11.3 未来展望——参赛常见问题与解答···············································.155 11.4 未来展望——参赛路演及答辩技巧···············································.156 第 12 章 比赛期间容易遇到的问题 ·····························································.157 12.1 团队····························································································.157 12.1.1 队长职责 ··············································································.157 12.1.2 团队凝聚力 ···········································································.158 12.2 项目内容·····················································································.160 12.2.1 时间规划 ··············································································.160 12.2.2 头脑风暴 ··············································································.160 12.2.3 如何复盘 ··············································································.163 附录 A 关于比赛心态、压力等 ···································································.165 附录 B “三创赛”简介 ···············································································.166