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Samenvatting examen Businessplan (BUP)
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Alles wat te kennis is voor het examen Businessplan aan de Arteveldehogeschool.
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Pagina 1 van 127Samenvatting businessplan (BUP)
0 Do’s en don’ts bij het opstellen van een businessplan __________________________ 7
0.1 Do’s ___________________________________________________________________ 7
0.2 Don’ts __________________________________________________________________ 7
0.3 Extra opdracht ___________________________________________________________ 8
0.3.1 Samenvatting hiervan: ___________________________________________________________ 8
1 Een businessplan ______________________________________________________ 10
1.1 Waarom en hoe van een businessplan? ______________________________________ 10
1.2 Business model Canvas ___________________________________________________ 10
1.3 Extra opdracht __________________________________________________________ 10
2 Algemene beschrijving van de onderneming ________________________________ 11
2.1 Bedrijfsgegevens ________________________________________________________ 11
2.1.1 Naamgeving ___________________________________________________________________ 11
2.1.1.1 Voorbeeld Camelion bag ____________________________________________________ 12
2.1.2 Logo en slogan van je bedrijf _____________________________________________________ 12
2.1.3 Productomschrijving ____________________________________________________________ 12
2.1.3.1 Voorbeeld Camelion bag ____________________________________________________ 12
2.1.4 Vennootschapsvorm ____________________________________________________________ 12
2.1.5 Adres ________________________________________________________________________ 13
2.2 Missie en Visie __________________________________________________________ 13
2.2.1 Missie ________________________________________________________________________ 13
2.2.1.1 Voorbeeld Camelion bag ____________________________________________________ 14
2.2.2 Visie _________________________________________________________________________ 14
2.2.2.1 Voorbeeld Camelion bag ____________________________________________________ 14
2.2.3 Maatschappelijke meerwaarde ___________________________________________________ 15
2.2.3.1 Voorbeeld Camelion bag ____________________________________________________ 15
3 Managementanalyse ___________________________________________________ 16
3.1 Aandeelhoudersstructuur _________________________________________________ 16
3.2 Persoonlijke gegevens directie _____________________________________________ 16
3.2.1.1 Voorbeeld Camelion bag ____________________________________________________ 16
3.3 Organigram ____________________________________________________________ 17
3.3.1.1 Voorbeeld Camelion bag ____________________________________________________ 17
3.4 Personeelsbeheer _______________________________________________________ 18
3.4.1.1 Voorbeeld Camelion bag ____________________________________________________ 20
3.5 Extra opdracht __________________________________________________________ 20
3.5.1 Omschrijving van taken die binnen het bedrijf moeten worden volbracht _________________ 20
3.5.1.1 Voorbeeld Camelion bag ____________________________________________________ 20
3.5.2 Loonberekening van 1 arbeider of/en 1 bediende uitwerken ____________________________ 21
3.5.2.1 Voorbeeld Camelion bag ____________________________________________________ 21
3.6 Extra studiemateriaal ____________________________________________________ 22
3.6.1 Formaliteiten bij het aanwerven van personeel ______________________________________ 23
, Pagina 2 van 127
3.7 SWOT-analyse management en personeelsstructuur Camelion bag _______________ 24
4 Marktonderzoek in functie van het schrijven van een BUP _____________________ 25
4.1 Het nut van marktonderzoek bij de opmaak van een Businessplan ________________ 25
4.2 Je onderzoeksvragen: wat wil je onderzoeken? _______________________________ 26
4.2.1 Externe analyse ________________________________________________________________ 27
4.2.1.1 Macro-analyse (DESTEP) ____________________________________________________ 28
4.2.1.2 Sectoranalyse _____________________________________________________________ 30
4.2.1.3 De eindklant ______________________________________________________________ 32
4.2.2 Interne analyse ________________________________________________________________ 32
4.2.2.1 De organisatie ____________________________________________________________ 32
4.2.2.2 Marketing________________________________________________________________ 32
4.2.2.3 Financiële situatie _________________________________________________________ 33
4.3 Specifieke elementen van marktonderzoek___________________________________ 33
4.3.1 De concurrentiematrix __________________________________________________________ 33
4.3.1.1 Voorbeeld Cameleon bag ___________________________________________________ 34
4.3.1.2 Extra studiemateriaal ______________________________________________________ 34
4.3.2 Vraagvoorspelling ______________________________________________________________ 35
4.3.2.1 Intuïtieve voorspelmethoden ________________________________________________ 35
4.3.2.2 Kwalitatieve methoden _____________________________________________________ 35
4.3.2.3 Causale methoden _________________________________________________________ 35
4.3.2.4 Tijdreeksmodellen _________________________________________________________ 35
4.4 Methoden van onderzoek: hoe ga je onderzoeken? ____________________________ 36
4.4.1 Desk research _________________________________________________________________ 36
4.4.2 Field research _________________________________________________________________ 37
4.4.2.1 Kwalitatief marktonderzoek _________________________________________________ 37
4.4.2.1.1 Diepte-interview ________________________________________________________ 37
4.4.2.1.2 Panelgesprek ___________________________________________________________ 37
4.4.2.2 Kwantitatief marktonderzoek ________________________________________________ 38
4.4.2.2.1 Extra studiemateriaal ____________________________________________________ 38
4.4.2.2.2 Methode van bevraging __________________________________________________ 38
4.4.2.2.3 Opstellen van de vragenlijst _______________________________________________ 39
4.5 Rapporteren over marktonderzoek _________________________________________ 42
4.5.1 Algemeen _____________________________________________________________________ 42
4.6 Infographics ____________________________________________________________ 42
4.7 Marktonderzoek en privacy _______________________________________________ 43
4.8 SWOT marktonderzoek Camelion bag _______________________________________ 43
5 (Marketing)strategie____________________________________________________ 44
5.1 Missie en visie (algemene strategie) ________________________________________ 44
5.2 Zich differentiëren van de concurrenten _____________________________________ 44
5.2.1.1 Voorbeeld Camelion bag ____________________________________________________ 44
5.2.2 Extra studiemateriaal ___________________________________________________________ 44
5.3 STP (Segmentation, Targeting, Positioning) proces _____________________________ 45
5.3.1.1 Voorbeeld Camelion bag ____________________________________________________ 46
5.4 Productlevenscylcus _____________________________________________________ 46
5.4.1.1 Extra studiemateriaal ______________________________________________________ 47
, Pagina 3 van 127
5.5 SWOT marketingstrategie Camelion bag _____________________________________ 48
6 Marketingplan ________________________________________________________ 48
6.1 Product _______________________________________________________________ 48
6.2 Prijs __________________________________________________________________ 50
6.2.1.1 Voorbeeld Camelion bag ____________________________________________________ 51
6.2.2 Extra studiemateriaal ___________________________________________________________ 51
6.3 Plaats _________________________________________________________________ 52
6.3.1 Directe distributie ______________________________________________________________ 52
6.3.2 Indirecte distributie _____________________________________________________________ 52
6.4 Promotie ______________________________________________________________ 52
6.4.1.1 Voorbeeld Camelion bag ____________________________________________________ 53
6.5 E-Commerce (Van Amstel & Van Goor, 2009) _________________________________ 53
6.5.1 Voordelen van e-commerce ______________________________________________________ 55
6.5.2 Een eigen webshop (catalog systeem) of verkopen via online marktplaatsen? ______________ 55
6.5.3 E-commerce engines ____________________________________________________________ 56
6.6 Online communicatie (sociale media en nieuwsbrieven) ________________________ 56
6.6.1 Website ______________________________________________________________________ 56
6.6.1.1 Website versus applicatie: enkele bedenkingen _________________________________ 56
6.6.2 Usability ______________________________________________________________________ 57
6.6.3 Conversieoptimalisatie __________________________________________________________ 57
6.6.4 Webanalyse ___________________________________________________________________ 57
6.6.5 SEO (zoekmachine optimalisatie) __________________________________________________ 57
6.6.6 Content marketing _____________________________________________________________ 57
6.6.7 E-mailmarketing _______________________________________________________________ 58
6.6.8 Sociale media__________________________________________________________________ 58
6.6.9 Online advertising ______________________________________________________________ 58
6.6.10 SEA (zoekmachine adverteren) _________________________________________________ 58
6.6.11 Mobile marketing ____________________________________________________________ 58
6.6.12 Affiliate marketing ___________________________________________________________ 59
6.6.12.1 Voorbeeld Camelion bag: ___________________________________________________ 59
6.7 Marketingoperationalisering ______________________________________________ 59
6.7.1.1 Extra studiemateriaal ______________________________________________________ 59
6.8 SWOT Marketing Camelion bag ____________________________________________ 60
7 Logistiek en productieanalyse ____________________________________________ 61
7.1.1.1 Voorbeeld Camelion bag ____________________________________________________ 61
7.2 Make-or-Buy producten? _________________________________________________ 62
7.2.1.1 Voorbeeld Camelion bag ____________________________________________________ 62
7.2.1.2 Theorie: _________________________________________________________________ 63
7.3 Uitdenken van de goederenstroom (Ad Goor)_________________________________ 64
7.4 Planning en besturing bij een productieonderneming __________________________ 65
7.4.1.1 Voorbeeld Camelion bag ____________________________________________________ 65
7.5 Aankopen voorraadbeheer ________________________________________________ 66
7.5.1 Belangrijke topics bij aankoop zijn _________________________________________________ 66
7.5.2 Voorraadbeheer houdt verschillende aspecten in _____________________________________ 66
, Pagina 4 van 127
7.6 Distributie: magazijn en transport __________________________________________ 67
7.6.1.1 Voorbeeld Camelion bag ____________________________________________________ 67
7.7 Reverse logistics of retourlogistiek __________________________________________ 67
7.7.1.1 Extra studiemateriaal ______________________________________________________ 67
7.8 Servicelogistiek _________________________________________________________ 68
7.9 Logistiek voor dienstverlenende organisaties _________________________________ 68
7.10 Informatica en communicatiesystemen in het bedrijf___________________________ 69
7.10.1.1 Voorbeeld Camelion bag ____________________________________________________ 69
7.11 SWOT-analyse Logistieke en productieanalyse ________________________________ 69
8 Financieel plan ________________________________________________________ 70
8.1 Algemene Informatie inzake het Financieel Plan _______________________________ 70
8.2 Onderdelen van een Financieel Plan ________________________________________ 71
8.2.1 Het investeringsbudget __________________________________________________________ 73
8.2.1.1 Voorbeeld Camelion bag: ___________________________________________________ 75
8.2.2 Het financieringsbudget _________________________________________________________ 75
8.2.2.1 Extra studiemateriaal ______________________________________________________ 77
8.2.2.2 Voorbeeld Camelion bag ____________________________________________________ 77
8.2.3 Kostenbudget _________________________________________________________________ 77
8.2.3.1 Vaste kosten _____________________________________________________________ 77
8.2.3.1.1 Voorbeeld Camelion bag _________________________________________________ 78
8.2.3.2 Aankoopprijs en variabele kosten _____________________________________________ 79
8.2.3.2.1 Voorbeeld Camelion bag _________________________________________________ 79
8.2.4 Voorraadbudget _______________________________________________________________ 80
8.2.4.1 Voorbeeld Camelion bag: ___________________________________________________ 81
8.2.5 Verkoopbudget ________________________________________________________________ 81
8.2.5.1 Verkoopprijsbepaling ______________________________________________________ 81
8.2.5.1.1 Buyer based pricing (afnemersgerichte prijsbepaling) __________________________ 81
8.2.5.1.2 Competition based pricing (prijsbepaling op basis van de prijs van de concurrentie) _ 83
8.2.5.1.3 Cost based pricing_______________________________________________________ 84
8.2.5.2 Omzetbepaling____________________________________________________________ 86
8.3 Financiële analyse _______________________________________________________ 87
8.3.1 EBIT _________________________________________________________________________ 87
8.3.1.1 Voorbeeld Camelion bag ____________________________________________________ 87
8.3.2 Brutowinstmargeberekening _____________________________________________________ 88
8.3.2.1 Voorbeeld Camelion bag ____________________________________________________ 88
8.3.3 Dodepuntsomzet of Break-evenanalyse ____________________________________________ 88
8.3.3.1 Voorbeeld Camelion bag ____________________________________________________ 88
8.3.4 Haalbaarheidstoetsen ___________________________________________________________ 89
8.3.4.1 Voorbeeld Camelion bag ____________________________________________________ 89
8.3.5 Ratio berekening _______________________________________________________________ 90
8.3.6 Conclusie en SWOT financiële analyse Camelion bag __________________________________ 90
9 Wat te doen bij de opstart? ______________________________________________ 91
9.1 Mag ik een zaak beginnen? ________________________________________________ 91
9.1.1.1 Extra opdrachten __________________________________________________________ 92
9.1.1.2 Voorbeeld Camelion bag: ___________________________________________________ 92
9.2 Kennisvereisten _________________________________________________________ 92
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