东塘中环商业街策划报告

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1、Guangzhou JiuFang Electronics Co.,LtdBusiness PlanAddress: Rm605, Bldg B, Quanxin Business Center,102 Liwan Road,Guangzhou, GuangdongContact: Wang YonggangTelMobileApril of 2004Statement:ThisBusinessPlan issubmittedunder confidentiality,thecontent of which iscompletelygenuineand reliable.The authorr

2、eservestheproprietaryrightsof theBusinessPlan.Withoutpermission,nobodyshallinany mannerreproduce,use,copy ordistribute this Business Plan.Contents1. OVERVIEW.2. DESCRIPTION OF COMPANY.COMPANYBACKGROUND.COMPANYPURPOSE& STRATEGIC OBJECTIVES.COMPANYSTATUS QUO. .KEY POSITIONS IN COMPANY.PARTNERS.3. DESC

3、RIPTION OF PRODUCTS.PRODUCTS& TECHNOLOGY.ADVANTAGES OFPRODUCTS.TECHNICAL ADVANTAGES& HOLDING STRATEGY.4.MARKET ANALYSIS .MARKETSCALE. .DESCRIPTION OF MARKETSEGMENTATION& CUSTOMERS.ANALYSIS OF COMPETITION.SWOTANALYSIS .ENTRY BARRIERS.ANALYSIS OF RISKS. .5.MARKET STRATEGIES .TARGETMARKET.MARKETPOSITIO

4、NING.PRICING STRATEGIES.SALES CHANNEL.ADVERTISEMENT/P ROMOTION ANDPR ACTIVITIES .SALES TARGET & COST BUDGET.6. PRODUCTION OPERATION MANAGEMENT.PRODUCTIONOPERATION FLOW.I NFRASTRUCTURE& EQUIPMENTS.ANALYSIS OF PRODUCTIONCOST .I MPLEMENTATIONLAN.ENVIRONMENTAL NFLUENCE& QUALITY CONTROL.7. ORGANIZATION S

5、TRUCTURE & PERSONNEL MANAGEMENT.ORGANIZATIONSTRUCTURE.PERSONNELARRANGEMENT& SALARY PLAN. .8.CAPITAL DEMAND .FINANCING PLAN .USE OF FUNDS. .REPAYMENTPLAN .9.FINANCIAL ANALYSIS .BASIC ASSUMPTIONS.FINANCIAL I NDICATORS.FINANCIAL STATEMENTS.SENSITIVITY ANALYSIS .1. OverviewThis project is made on the ba

6、sis of present Guangzhou JiufangElectronics Co., Ltd. Guangzhou Jiufang Electronics Co., Ltd isspecializedinresearch,development,productionandsalesoflaboratory equipments. Currently the company has developed sevenseriesof laboratoryequipments and various laboratoryfittingsandaccessories, especially

7、the automatic dynamic inhalation chamber,which is thehi-techproductwith thehighesttechnologicalcontent,a product that fills the national and international market gap inthis area. This project aims to seek project financing of US$2million for automatic dynamic inhalation chamber for the purposeof lar

8、ge-scaleproductionand instantpenetrationinto the market.Thedigitalautomaticdynamicinhalationchamberis thespecialexperimentapparatus for animal inhalation of toxin. In the production and living environment,many toxins enterintohuman body throughaspiratorychannel,suchas the case of the global epidemic

9、 SARS. Following improvement oflivingstandard,healthhas been thefocusofconcernand the targetof pursuit of the people and the requirements for the institutionsengaged in disease treatment and prevention. Currently, there areseveral hundred of toxicological labs in the domestic governmentdepartments,

10、testing organizations, hospitals and universities,whichcarryoutmanytoxicologicalexperiments.Theanimalinhalationequipmentsaretheessentialfittingsforsuchexperiments, the demand for which reaches over 1,000 sets in Chinaatpresentstage.However, inthecurrentmarketno matureproductsareavailable.In2001,aGer

11、man companydevelopeddynamicinhalationequipment fortheDiseasePreventionand ControlCenteroftheStateAdministrationofLabor.Thatequipmentisstillundermaturity,withmany parametersunabletomeettheexperimentrequirements,yetitscostreachesuptoRMB2,000,000.It isapparent that the market demand for dynamic inhalat

12、ion chamber isurgent.Jiufanghas developed the dynamic inhalationchamber thatusescomputer system to automatically and precisely control the innerair pressure dynamic balance to maintain the oxygen content in thechamber, so that the ratio of mixture of the test subject and theair remains the same. Thu

13、s the parameters like inhalation densitybecome controllable.Accordingtothelatestresearchmade byGuangdong Science and Technology Information Institute (the stateclass A information unit), ended October 2003, in China there wasno other product similar to dynamic inhalation chamber (See theattachment f

14、or the report), and currently no information on thesimilar product is available in the world. The core technology ofdynamic inhalation chamber has been patented, the patent holderbeing Wang Yonggang, legal representative and General Manager ofthe company. Also the coretechnologyoftheproductisunderpo

15、ssessionofthe shareholdersof the company, thusina quitelongperiodinthefuture,there isno concernoflossoftechnologyandleave of personnel.This project is highly profitable, with high risk-resistantpotential, complying with the China market demand and the statepolicy. It is preliminarily estimated that

16、within five years theNPVmay reach RMB49,221,592 元, IRR at %, investmentrecoveryperiodbeingyears.Theadditionalinvestmentwilltaketheform oflong-term loan, for which the company will pay fixed annual returnat %, and the principal of which will be repaid six years later.2. Description of CompanyCompany

17、BackgroundGuangzhou JiufangElectronicsCo., Ltd was establishedin 1996,with registeredaddress at Rom605, Building12, No. 102 Liwan Road,Guangzhou, with registered capital RMB500,000.The company engaged in IT industryat the establishment. Inthebeginningof2002,thecompany startedtoenterthefieldoflaborat

18、oryequipments,developingtheprojectof dynamicinhalationchamber.The companyhasdevelopedsevenlinesoflaboratoryequipments and thepartsandaccessories,includingmodularlaboratoryequipments,steel structurelaboratoryequipments,C-shapestructurelaboratoryequipments,woodenstructurelaboratory equipments, steel/s

19、teel-wood toxin exhausting chamber(ventilationchamber),toxicologicallaboratoryequipmentsandanimal room equipments etc.The structure of shares of the company is as in Table 2-1.Table 2-1StructureofShares ofGuangzhou JiufangElectronicsCo.,LtdName of ShareholderPositionPercent of ShareEquityWang Yongga

20、ngGeneral Manager50%Wei HengyongChief Engineer25%Chen WukeProject Director25%Company Purpose & Strategic ObjectivesCompany purpose:To specialize in research, development andpromotion of laboratory equipments, to offer safe, efficient andcompletebasicconditionsandmeans forvariousscientificexperiments

21、,to contributeto development of science,to createthebest welfare for the employees, to make return for the investors.Strategic objectives:To instantly industrialize the productsin the near future with effect of scale in the market; to enhancetechnology accumulation and R&D to become the major provid

22、er andstandard formulator in the domestic field of laboratory 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

23、 good feelings.Company Status QuoCurrentlythecompanyhasover40employeesin laboratoryequipmentplanning,Fig 2-1 Jiufang Employees FunctionsInhalatiodevelopment,productionnAftersaleEquipmentDepts Deptandsales.Their20%20%functionsareasinFigLabEngineeri2-1.Furnitureng DeptDivision25%35%TheInhalationEquipm

24、entDeptisresponsibleforresearchand development ofinhalationchambers,themost vigorousandfastestgrowingdepartment in the company. In order to develop dynamic inhalationchamber, the InhalationEquipment Dept has set up the R&DTeam, whichisthe foundationanddrivingforceofgrowthofthecompany,consistedof8mem

25、bers,including3experiencedsoftwareandhardware development engineers and plotting designers, 2 planningpersonnel and 1 installationpersonnel.The GeneralManager and theChief Engineer are respectively the Team Chief and the Vice TeamChief. The complete division of functions ensures smooth R&D ofdynamic

26、 inhalation chamber.The Lab FurnitureDept is responsiblefordesigningand planninglaboratory furniture products. This department has ever designedcustomized laboratory equipments with international integrity forthe clientsintheindustriesofmedicaltreatment,medicine,sanitation, foods & beverages, and fi

27、ne chemicals etc.The Engineering Dept is responsible for laboratory furnitureinstallationand test-run.The servicesoffered by theexperiencedtechniciansinGuangzhou JiufangtheseAftersalEnginLab FurnitureInhalationdepartmenFig2-2Organizationts have won high recommendation from the clients. The Aftersale

28、sServiceDeptisthewindow departmentofthecompany, mainlyresponsiblefordealingwiththeopinions,suggestionsandcomplaints,regularlycallingbacktoclientstoobtaintheinformationof clients demands and changes of demands and to feedback to the company, so that the company is able to understand themarket and tak

29、e effective actions.Fig 2-2indicates the companysOrganization Structure.Key Positions in CompanyWang Yonggang: General Manager, graduated from Huangzhong Collegeof Science and Technology in 1984 (now Huazhong Universityof Science and Technology) in Automation. From 1984-1991,worked inGuangdong Provi

30、ncialMachineryResearch Institutefor CADresearch,experiencedinmachineryelectronicautomation.In91,startedtoinitiatebusinessofCADproductsdevelopment,turningthetheoreticalknowledge intoadvancedpracticalproducts,experiencedintheoryandpractice. In 2002, started to engage in R&D of automaticdynamicinhalati

31、onchamber,responsibleforoverallimplementation of plan.Wei Hengyong:ChiefEngineerforR&D, graduated fromGuangxiMachineryUniversityin.1987,thenworkedinGuangxiGuilin Forestry Machinery Group in research of machinerydesignfor13 years,with sufficienttheoreticalknowledge.In 2000 jointed Leimengte Company,

32、a Singapore companyfamous in the laboratory furniture, as Chief Engineer,responsibleforR&Dofinhalationchamber,withauthoritative influence in technical research of dynamicinhalationchamber.In2002,joinedJiufangas ChiefEngineer,responsiblefortechnicalresearch ofmachinerystructure of automatic dynamic i

33、nhalation chamber.Chen Weike: ProjectDirectorof dynamicinhalationchamber,graduatedfrom Nanking Collegeof Polytechnicsin1989 (nowSoutheastUniversity)inAutomation.Aftergraduation,worked inaleadingcomputercompany inShenzhenforcomputercontroland maintenance,veryfamiliarwithcomputer industry,specializedi

34、n computerautomation.In2002, took charge of development and implementation ofautomaticdynamicinhalationchamber,responsiblefortechnical research of electric control.PartnersThe company has longand friendlypartnershipswithmany famousuniversities, research centers and hi-tech enterprises to followupthe

35、hi-techresearchresultsanddevelopmentprocess.Thepartners include Guangdong Disease Prevention and Control CenterToxicologyInstitute,Guangdong ToxicosisFirst-AidToxicologyResearch Office, Guangzhou Chinese Medicine University, GuangzhouFirst Peoples Hospital, Guangxi Zhuang Nationality AutonomousRegio

36、n Disease ControlCenter andZhejiang UniversityMedicalCollege etc.Within-depthassistance of partners,our companyapplies the new technology of electronics, computer and machineryto productfunctionaldesign,and ourequipmentsare tested throughclinical inspection to meet the clients practical demands.3. D

37、escription of ProductsProducts & TechnologyIn the seven lines of products, the toxicological laboratoryequipments,especiallythesecond generationofL-RDdigitalautomaticdynamicinhalationchamber, are hi-techproductsintegratedwithmultipledisciplines(includingtoxicology,controltheory,computercontrol,commu

38、nication,machinery,hydraulics, pneumatics and optics), which are of high technicalbarrierand attractivemarketprospects.These productsare thecoreproducts for which our company is seeking financing to furtherimprove to realize industrialization.Our digitalautomaticdynamic inhalationchamber is the expe

39、rimentdeviceforanimalinhalation. The toxicology on animal inhalation experimentrequiresobservationoftheexperimentanimalstoobtaintheexperimentdataofphysiological and pathological changes of experiment animals in asimulated environment within specific period after inhalation oftoxic substances of cert

40、ain concentration, and to obtain the dataof concentration of toxin in the experiment air environment. Thecore for this aim is how tocontrol the volume of toxin ina simulatedair circulating environment to guarantee relatively constant andeven toxinconcentration,orthe controllabilityofinhalationconcen

41、tration, so as to realize dynamic balance of parameters ofoxygencontent,airpressure,temperatureandhumidityintheexperiment environment.The second generation of L-RD digital automatic dynamicinhalationchamber are based on modular structure,consistedoffiveparts,includingcontrol,implementation,experimen

42、t,feedbackandpost-treatment.Fig 3-1 isthediagram ofworkingrationaleofthisdevice, the core of which is the SCM and control program in theconsole. First,theprogram calculatesthepercentageofsolutionand air volume based on the preset inhalation concentration andparameters of solution ratio and sends ord

43、er to the solution pump and air valve . The solution pump used in this device is high-precision pulse quantitative pump, which pumps out certainamount of solution upon receiving a pulse . The pumped solutionis mixed with air at the atomization nozzle , and transmitted inthe form of mist intothe inne

44、rtankcontainingexperimentanimals.The airexhaustsystemensuresthe negativeairpressureto keepcirculation ofair inthe innertank. Thedrainagesystem drainsthe animal excretion and mixed condensed mixed air. The flow meter feeds back the air flow volume to the console in a real-time manner, and the console

45、 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 theconcentration of the mixed air entering the inner tank reaches thepreset value. The solutiondetector sends signalto theconsolewhen the

46、 solution is used up, and the console gives alarm afterreceiving such signal to remind the operator to add solution. Thetemperature and humidity detector reports the temperature andhumidityof the innertanktothe console, displayedon thecontrolpanel. The console has standard interfaces to connect computer,throughwhich the datais sentto thecomputer for analysis,printingand saving.（ Fig 3-1 Working Rationale of Dynamic Inhalation 电脑系统 computer system通讯模块 communication module电脑控制器 Comp