# 债务性融资相对权益性融资债务融资与股权融资 　　

　　企业发展需要钱，企业员工开支需要钱，企业经营需要钱.而钱无非来源两个：一个是企业自己能够产生钱，也就是能挣到钱，另外一种方式，就是创业者能从外面融到钱。 　　

　　业务发展需要钱，企业员工开支需要钱， 　　

　　商业运作需要钱.钱有两个来源，一个是 　　

　　企业本身能产生钱，也就是说，它能挣钱，而且 　　

　　另一种方式是企业家可以从外部获得资金。 　　

　　企业的融资，大概就分为两个类型，一个类型的是“债务性融资”,例如向银行贷款，向亲戚朋友借钱，借款期满时偿还本金和利息。 　　

　　另一个类型是“权益性融资”，其中比较典型的是股权融资 　　

　　,即创业者把一部分所有权给到投资方，投资方给创业者一定的资金，双方形成一个利益的交换，各自分享企业增长的收益。 　　

　　Corporate financing can be roughly divided into two types. One type is 　　

　　"债务融资",如从银行借款，从 　　

　　亲戚朋友，偿还贷款时的本金和利息 　　

　　过期。The other type is "equity financing", which is more typical of 　　

　　股权融资，即企业家将部分所有权让给 　　

　　投资者，投资者给企业家一定数量的 　　

　　资本，双方形成利益交换并享有 　　

　　企业成长的好处。 　　

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　　如果创业者走"债务性融资",一般要抵押房产，或者要抵押自己的信用。如果选择"权益性融资",则需要一份好的《商业计划书》 ,今天我们就来分析一下，一份好的商业计划书应该怎么写？ 　　

　　如果企业家采取"债务融资",他们通常不得不抵押他们的 　　

　　房地产，或者抵押他们的信用。如果您选择"股权融资",您 　　

　　需要一份好的"商业计划"今天我们就来分析一下，应该如何做好一个企业 　　

　　计划写好了吗？ 　　

　　# 《商业计划书》 的三个误区3对"商业计划书"的误解 　　

　　1\. 角色误区（Role Misunderstanding） 　　

　　很多人一想到商业计划书，首先说的是马云当年融到多少钱，黄峥当年融到多少钱.创业者必须清晰，你不是马云，也不是黄峥。 　　

　　当许多人想到一个商业计划时，他们首先谈论的是多少 　　

　　马云筹集了多少钱，黄征筹集了多少钱.企业家 　　

　　必须清楚，你既不是马云，也不是黄征。 　　

　　创业者，要对自身的优势和劣势有一个非常清晰的把握，你能做什么？不能做什么？能做的那部分，切入的环节是 　　

Entrepreneurs, to have a very clear grasp of their own strengths and

weaknesses, what can you do? What can't be done? What can be done, what is the

link? What value can it bring? What are the commercial benefits that this

value can produce?

以上这些都是创业的原点问题，只有解决了原点问题之后，你的商业模式才能去复制，去爆发。

These are the origin problems of entrepreneurship. Only after solving the

origin problem can your business model be replicated and exploded.

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2\. 目标误区（Goal misunderstanding）

融资的目标不仅是融资金，还包括融信心，融技术，融团队，融客户。融不到钱是一个很正常的事情。如果融不到钱，还融不到技术，融不到客户，融不到团队。那就说明你给市场所带来的价值，你的资源撬动能力和说服能力就会存在问题。

The goal of financing is not only financing funds, but also financing

confidence, technology, team, and customers. It is a normal thing to not be

able to raise money. If you can't finance money, you won't be able to finance

technology, customers, and teams. That means the value you bring to the

market, and your ability to leverage resources and persuade will have

problems.

融资要解决是什么问题呢？就是当企业的自我变现和自我造血的能力无法满足扩张发展时，融一笔钱可以加速企业的发展。

What is the problem of financing? That is, when the company's self-

monetization and self-blood-making capabilities cannot satisfy the expansion

and development, raising a sum of money can accelerate the development of the

company.

所以，有融资和没有融资的区别，应该仅仅是企业发展快和慢的问题，而不应该是生和死的问题，如果说没有融资的情况下，项目就死了，就说明项目本身他的商业基因、商业模式和商业运作都存在很大问题。

Therefore, the difference between financing and no financing should only be

a matter of the speed and slowness of the company 's development, not a matter

business models, and business operations.

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3\. 时间误区（Time misunderstanding）

很多创业者会问：“是不是3天就能写出《商业计划书》，然后1-2周就能融到资金？”

Many entrepreneurs will ask: "Is it possible to write a "Business Plan" in 3

days and then raise funds in 1-2 weeks?"

创业者的这种融资的迫切心理能理解，但融资有一个非常客观的规律。

Entrepreneurs’ urgency of financing can be understood, but financing has a

very objective law.

融资不是一个短平快的感性决策，而是一个马拉松式的理性决策。需要投融资双方有一个相互认识、相互认知、相互认可的过程。

这个过程从启动到成功，大概需要3到6个月的时间，建议创业者要根据客观的融资周期来安排自己的资金计划。

Financing is not a short and easy perceptual decision, but a marathon-like

rational decision. A process of mutual understanding, mutual recognition, and

mutual recognition between the investment and financing parties is required.

This process takes about 3 to 6 months from initiation to success. It is

recommended that entrepreneurs arrange their own funding plans based on an

objective financing cycle.

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4\. 撰写误区（Writing misunderstandings）

创业者经常误以为《商业计划书》的撰写是一个文案工作，其实自己对项目的思路非常清晰，仅仅是因为不懂投资人要看什么，才找到专业机构去撰写。

Entrepreneurs often mistakenly think that the writing of the "Business Plan"

is a copywriting work. In fact, they have a very clear idea about the project.

They only find a professional organization to write it because they don't

understand what investors are looking for.

可是当我们问创业者关于行业、市场、商业模型、运营规划、股权结构的时候，创业者才发现自身的认识是非常表层的，很多深层次的问题并没有思考过。

However, when we asked entrepreneurs about the industry, market, business

model, operational planning, and equity structure, entrepreneurs discovered

that their own understanding is very superficial, and many deep-seated issues

have not been considered.

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商业计划书的撰写，首先要解决整个商业逻辑的梳理问题，而商业计划书只是你的文字表现形式。

To write a business plan, you must first solve the problem of sorting out

the entire business logic, and the business plan is just your written form.

# 《商业计划书》的三个要点 3 main points of "Business Plan"

1\. 核心价值是什么？

What is the core value?

核心价值就不是创业者说了算，很多时候，创业者特别自嗨，认为自己创造的是一个特别独特的，能创造巨大价值的项目，但实际上其他人可能无动于衷。

The core value is not the entrepreneur who has the final say. In many cases,

entrepreneurs are particularly proud and think that they have created a

particularly unique project that can create great value, but in fact other

people may be indifferent.

衡量一个价值是不是核心价值有很多的维度，最重要的维度就是第一法则。

There are many dimensions to measure whether a value is core value, and the

most important dimension is the first law.

什么意思呢？比如说，你的项目在目标市场中是不是第一？假定不是第一，那么缩窄一下范围，在区域市场当中，是不是第一？如果在区域市场也不是第一，那么在细分市场中是不是第一？

What does that mean? For example, is your project number one in the target

market? Assuming that it is not the first, then narrow the scope, in the

regional market, is it the first? If it is not the first in the regional

market, is it the first in the market segment?

如果缩小到再也不能缩小的范围内，你的项目还不是第一，那么干脆你就不用融资了，你把它当做一门生意来做。如果赚钱你就持续地去运营，如果不赚钱那么就放弃掉算了，根本不用考虑融资。

If you narrow it down to a range that can no longer be reduced, and your

project is not the first, then you don 't need to raise funds at all, and you

financing at all.

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2\. 解决方案是什么？

What is the solution?

什么是解决方案呢？就是你提供什么价值，解决了客户的什么需求。然后你如何一步一步地去规划你的发展，如何一步一步地做大做强。

What is the solution? It is what value you provide and what needs of customers

are solved. Then how do you plan your development step by step, how to grow

bigger and stronger step by step.

这里面实际上包含了两种具体的解决方案，第一种就是你给用户的解决方案，第二种就是你给自己发展的解决方案。

This actually contains two specific solutions, the first is the solution

you give to the user, and the second is the solution you develop for

yourself.

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3\. 项目是如何测算的？

How is the project measured?

所有的商业行为都可以数据化，在进行项目测算时一般要进行两种数据化，第一个数据化是对操作单元的数据化，第二个数据化是对推进计划的数据化。

All business activities can be digitized. Generally, two types of digitization

are required for project measurement. The first digitization is the

digitization of the operating unit, and the second digitization is the

digitization of the advancement plan.

所谓的操作单元的数据化，指的是在单个用户、单个区域、单个产品上完成了完整的数据反馈。所谓推进计划的数据化，指的是要给目标和发展需求制定一个推进路线图，在推进的过程当中，所需要的人力物力，进行一个分解，最后形成数据的汇总。

The so-called digitization of operating units refers to the completion of

complete data feedback on a single user, a single area, and a single product.

The so-called digitization of the advancement plan refers to the development

of a roadmap for goals and development needs. In the process of advancement,

the required manpower and material resources are decomposed, and finally the

data is summarized.

在完成操作单元和推进计划的数据化技术之上，我们才能进行投入产出比的整体测算，之后我们才能对项目进行整体的估值，再根据融资需求来确定出让股权的比例。

Only after completing the operation unit and advancing the data technology

of the plan, can we carry out the overall measurement of the input-output

proportion of equity transfer according to the financing needs.

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# 商业计划书的核心内容 The core content of the business plan

1. 公司摘要 （Company summary）

2. 股权结构和股东背景 （Ownership structure and shareholder background）

3. 领导人及管理团队 （Leaders and management team）

4. 行业与市场分析 （Industry and market analysis）

5. 产品/服务差异化及商业模式 （Product/service differentiation and business model）

6. 财务数据及分析 （Financial data and analysis）

7. 发展规划与盈利预测 （Development planning and profit forecast）

8. 融资计划 （Financing plan）

9. 风险与问题 （Risks and problems）

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2022年来啦，无数的新项目即将开启，如果创业者想进行股权融资，则需要一份《商业计划书》向投资人介绍自己的项目。今天我们指出了撰写商业计划书的4个误区和3大要点。如还有问题，请随时咨询GBAA。

Since 2022, countless new projects are about to start. If entrepreneurs want

to raise equity, they need a "Business Plan" to introduce their projects to

investors. Today we pointed out 4 misunderstandings and 3 main points of

writing a business plan. If you still have any questions, please feel free to

consult GBAA.