模块十一 · 理论Module 11 · Theory
创业与商业规划Business Planning & Entrepreneurship
Business Planning & Entrepreneurship创业与商业规划
对应单元 BSBESB401 · BSBESB304 · BSBESB404
研究并制定商业计划 · 确定新创企业的资源需求 · 推广新创企业 Unit BSBESB401 · BSBESB304 · BSBESB404
Research and develop business plans · Determine resource requirements for new business ventures · Market new business ventures
研究并制定商业计划 · 确定新创企业的资源需求 · 推广新创企业 Unit BSBESB401 · BSBESB304 · BSBESB404
Research and develop business plans · Determine resource requirements for new business ventures · Market new business ventures
学习目标Learning Outcomes
Learning Outcomes学习目标
完成本模块后，你应该能够：By the end of this module you will be able to:
- 比较个体经营、公司与租位三种经营形式的差异Compare sole trader, company and renting a room as ways to operate
- 完成一份基本商业计划的核心内容Complete the core sections of a basic business plan
- 做市场调研并说清楚自己的差异化定位Research your market and articulate what makes you different
- 估算启动资金与日常运营成本Estimate start-up capital and ongoing running costs
- 计算盈亏平衡点，判断生意是否可行Calculate a break-even point and judge whether the numbers work
- 说明开店必须办理的登记、执照与保险List the registrations, approvals and insurances a new clinic needs
- 制定切合实际的市场推广计划Build a realistic marketing plan
- 识别常见的创业风险并提前规划应对Identify common start-up risks and plan for them in advance
第一部分 · 选择经营形式Part One · How You'll Operate
Part One · How You'll Operate第一部分 · 选择经营形式
| 形式Structure | 特点How it works | 适合Suits |
|---|---|---|
| 租位／分租Renting a room | 在现有沙龙内租一个位置，付固定租金或抽成，自己带客Rent space in an existing salon for a fixed rent or a percentage, bringing your own clients | 刚起步、客源尚在积累、资金有限Starting out, still building a client base, limited capital |
| 个体经营者Sole trader | 以个人身份经营，注册最简单，但个人对债务负无限责任Trading as yourself. Simplest to set up, but you are personally liable for debts. | 小规模、单人操作、风险可控Small scale, working alone, contained risk |
| 有限公司Company | 独立法人，责任有限；设立与维护成本较高，合规要求更多A separate legal entity with limited liability, but more expensive to set up and maintain, with more compliance | 规模较大、雇有员工、有资产需要保护Larger operations, employing staff, assets worth protecting |
| 合伙Partnership | 两人以上共同经营，须有书面合伙协议Two or more people together, and it needs a written partnership agreement | 有互补技能的搭档Partners with complementary skills |
合伙前必须做的一件事 Before you go into partnership 把书面协议做在前面，写清楚：出资比例、利润分配、决策权、谁做什么、如果一方想退出怎么办、如果关系破裂怎么办。绝大多数合伙失败不是因为生意不好，而是因为一开始没把这些讲清楚。Get the agreement in writing first: who contributes what, how profit is split, who decides what, who does what, what happens if one partner wants out, and what happens if the relationship breaks down. Most partnerships fail not because the business failed, but because none of this was settled at the start.
1.1 开业前的登记清单1.1 The set-up checklist
- 申请 ABN；如年营业额预计达 75,000 澳元则注册 GSTApply for an ABN, and register for GST if you expect turnover of $75,000
- 注册商业名称（若不以个人姓名经营）Register your business name unless you trade under your own name
- 向当地议会确认场地用途分区（zoning）与装修审批要求Check zoning and fit-out approval requirements with your local council
- 提供皮肤穿刺类服务须向议会登记并接受卫生检查Notify council if you offer skin penetration services, and expect inspection
- 购买职业责任险、公众责任险、产品责任险；雇员工须办工伤保险Take out professional indemnity, public liability and product liability, plus workers compensation if you employ
- 开设独立的商业银行账户，绝不与个人账户混用Open a separate business bank account and never mix it with personal money
- 确认商业租约条款：租期、涨租机制、修复义务、可否转让Understand your lease — term, rent reviews, make-good obligations and whether it can be assigned
- 找一位注册会计师或税务代理Engage a registered accountant or tax agent
商业租约是新手最容易吃亏的地方。签之前一定要找律师看一遍 —— 特别是「修复条款」（make-good），它可能要求你在退租时把场地恢复原状，费用往往是几万澳元。The lease is where new owners most often get caught. Have a lawyer read it before you sign, especially the make-good clause — it can require you to restore the premises at the end of the term, and that bill regularly runs into tens of thousands.
第二部分 · 商业计划的核心Part Two · The Core of a Business Plan
Part Two · The Core of a Business Plan第二部分 · 商业计划的核心
商业计划不是写给银行看的文件，是逼你把想不清楚的地方想清楚的工具。写完之后你自己看不懂的部分，就是你还没想明白的部分。A business plan is not a document for the bank. It is a tool that forces you to think through the parts you have been avoiding. Anything in it you cannot explain is something you have not worked out yet.
| 章节Section | 要回答的问题The question it answers |
|---|---|
| 业务概述Business summary | 你提供什么？给谁？在哪里？What do you offer, to whom, and where? |
| 市场分析Market analysis | 目标客户是谁？他们有多少人？他们现在去哪里消费？Who is your client, how many of them are there, and where do they go now? |
| 竞争分析Competitor analysis | 附近有谁？他们收多少？你凭什么让客户选你？Who else is nearby, what do they charge, and why would a client choose you? |
| 服务与定价Services and pricing | 做哪些项目？每项成本多少？定价多少？Which treatments, at what cost, at what price? |
| 营销计划Marketing plan | 客户怎么知道你？第一批客户从哪来？How will people find you, and where do the first clients come from? |
| 运营安排Operations | 营业时间？谁来做？设备与供应商？Opening hours, who does the work, equipment and suppliers |
| 财务预测Financials | 启动资金？月度成本？多久能盈亏平衡？Start-up capital, monthly costs, and when you break even |
| 风险与应对Risks | 最可能出错的三件事是什么？怎么办？What are the three most likely things to go wrong, and what will you do? |
2.1 找到你的差异化2.1 Finding your point of difference
「我的服务更好」不是差异化 —— 每家店都这么说。真正的差异化必须是客户能一眼看懂、并且别人不容易复制的。"My service is better" is not a point of difference — every clinic says it. A real one is something a client understands instantly and a competitor cannot easily copy.
- 专精 —— 只做某一类问题（如抗衰、痤疮、敏感肌修复），做到本地最强Specialisation — one problem area done better than anyone locally, whether that is ageing, acne or barrier repair
- 人群 —— 服务特定人群（如产后妈妈、中文客户、男士）A specific audience — new mothers, Mandarin-speaking clients, men
- 体验 —— 一对一、不催、不推销、时间充裕The experience — one to one, unrushed, no pressure to buy
- 资历 —— 多年临床经验、由老板亲自操作而非助理Credentials — years of clinical experience, and the owner performing every treatment rather than an assistant
- 便利 —— 营业到晚上、周末开门、就在通勤路上Convenience — evening hours, weekends, on the way home from work
临床关联 In the clinic 做市场调研最实用的方法很简单：把附近 3 公里内的同类店全部列出来，记录她们的项目、价格、营业时间、评价内容与评分。看她们的差评在抱怨什么 —— 那些抱怨就是你的机会。The most useful market research is also the simplest: list every comparable clinic within three kilometres and record their treatments, prices, hours, ratings and what reviews actually say. Read their negative reviews closely — the complaints are your opening.
第三部分 · 算清楚数字Part Three · Running the Numbers
Part Three · Running the Numbers第三部分 · 算清楚数字
3.1 启动成本3.1 Start-up costs
| 类别Category | 包含什么What's in it |
|---|---|
| 场地Premises | 押金、首月租金、装修、水电接入Bond, first month's rent, fit-out, utility connections |
| 设备Equipment | 治疗床、仪器、灭菌器、家具、收银系统Beds, machines, autoclave, furniture, POS |
| 初始库存Opening stock | 专业线与零售线产品、一次性耗材Professional and retail product, disposables |
| 开办杂项Set-up | 注册费、保险首期、招牌、网站、预约系统Registrations, first insurance premium, signage, website, booking software |
| 启动营销Launch marketing | 开业推广、拍摄、印刷品Opening promotion, photography, print |
| 周转金Working capital | 至少覆盖 3–6 个月固定支出的现金储备Cash to cover at least three to six months of fixed costs |
最容易低估的一项 The item people underestimate 周转金。新店通常需要 6–12 个月才能稳定，这期间收入不足以覆盖成本是正常的。没有留足周转金的生意，往往不是因为经营不善而失败，而是在还没来得及做起来的时候就断了现金流。Working capital. A new clinic usually takes six to twelve months to stabilise, and income falling short of costs during that window is normal. Businesses without a cash buffer usually do not fail because they were badly run — they run out of money before they have had time to work.
3.2 盈亏平衡点3.2 Break-even
盈亏平衡点告诉你：每个月至少要做多少生意才不亏钱。这是所有商业计算里最重要的一个数字。Break-even tells you the minimum you must do each month not to lose money. It is the single most important number in the plan.
- 第一步：算出每月固定成本 —— 房租、保险、软件、贷款、你自己的最低生活费Step one: total your monthly fixed costs — rent, insurance, software, loan repayments, and what you personally need to live on
- 第二步：算出每次服务的贡献毛利 —— 售价减去该次服务的直接成本（耗材、手续费）Step two: work out the contribution per treatment — price minus the direct cost of doing it, such as product and payment fees
- 第三步：固定成本 ÷ 每次贡献毛利 = 每月需要的客户人次Step three: fixed costs divided by contribution per treatment equals how many treatments you need each month
- 第四步：把这个数字除以每月营业天数，看每天需要几位客户 —— 这个数字现实吗？Step four: divide that by your trading days to get clients per day, then ask honestly whether that is achievable
举例：每月固定成本 8,000 澳元，平均每次服务贡献毛利 160 澳元，则需要 50 人次／月；按每月营业 24 天算，约每天 2 位客户。这个数字合理吗？如果算出来是每天 12 位，那这个计划就不成立，必须回头调整定价、成本或场地。For example: $8,000 of fixed costs a month, with $160 contribution per treatment, means 50 treatments a month — roughly two clients a day across 24 trading days. Is that realistic? If the maths says twelve a day, the plan does not work and you go back and change the pricing, the costs or the premises.
第四部分 · 市场推广计划Part Four · Getting Clients
Part Four · Getting Clients第四部分 · 市场推广计划
4.1 第一批客户从哪来4.1 Where the first clients come from
| 渠道Channel | 特点Character | 注意Watch out |
|---|---|---|
| 现有人脉People you know | 成本最低、转化最快Cheapest and fastest to convert | 先从这里开始，不要不好意思Start here, and do not be shy about it |
| Google 商家档案Google Business Profile | 本地搜索最重要的入口，免费The most important local search entry point, and free | 照片、营业时间、评价必须持续维护Photos, hours and reviews need ongoing upkeep |
| 口碑与转介Word of mouth | 转化率最高、成本最低Highest conversion and lowest cost | 需要主动设计转介奖励机制Design a referral incentive rather than waiting for it |
| 社交媒体Social media | 建立信任与展示效果Builds trust and shows results | 需要持续投入，见效慢Takes sustained effort and is slow to pay off |
| 付费广告Paid advertising | 可以快速带来流量Brings traffic quickly | 必须先装好转化追踪，否则钱花在哪不知道Set up conversion tracking first, or you will never know what worked |
| 团购平台Deal platforms | 能快速带来新客Fills the diary fast | 抽成高，只能当获客工具，不能当主要收入Commission is high. It is an acquisition tool, never your main income. |
4.2 一个能执行的推广计划4.2 A plan you can actually execute
- 明确一个目标客户画像，不要试图讨好所有人Pick one client profile. Trying to appeal to everyone appeals to no one.
- 选 2–3 个渠道做深，而不是每个渠道都浅尝辄止Choose two or three channels and go deep, rather than dabbling in all of them
- 设定一个可衡量的目标：本月要新增多少位新客Set one measurable target, such as how many new clients this month
- 记录每位新客是从哪里来的 —— 这是唯一能判断渠道有效性的方法Record where every new client came from. It is the only way to know which channel works.
- 把留住老客户的预算至少与拉新持平 —— 留存永远比获客便宜Spend at least as much on keeping clients as on finding them. Retention is always cheaper.
- 每季度回顾一次，砍掉没有效果的渠道Review quarterly and cut whatever is not producing
第五部分 · 风险与心理准备Part Five · Risk & Realism
Part Five · Risk & Realism第五部分 · 风险与心理准备
| 风险Risk | 提前可以做什么What you can do in advance |
|---|---|
| 现金流断裂Running out of cash | 留足 3–6 个月周转金；分开个人与生意账户Hold three to six months of working capital and keep business and personal money apart |
| 客源增长慢于预期Slower growth than forecast | 做保守预测；先兼职过渡再全职Forecast conservatively, and consider going part-time before full-time |
| 房东涨租或不续约Rent rises or lease not renewed | 争取较长租期与明确的涨租条款；了解修复义务Negotiate a longer term with clear rent review terms, and know your make-good obligation |
| 设备故障Equipment failure | 了解保修条款、预留维修预算、有备用方案Understand the warranty, budget for repairs, and have a fallback |
| 客户投诉或索赔A complaint or claim | 完整的同意书与治疗记录；保险覆盖到位Complete consent forms and treatment records, and insurance that actually covers what you do |
| 你自己生病或受伤You get sick or injured | 考虑收入保障险；不要把全部产能压在自己一双手上Consider income protection, and do not build a business that depends entirely on your own two hands |
关于最后一项 About that last one 单人诊所最大的风险，是这个生意完全依赖你的身体。你休息一天就没有一天收入，你受伤三个月生意就停三个月。所以从一开始就要思考：零售、课程、疗程包、以后请人 —— 哪些收入是不需要你亲自动手的？这不是「以后再说」的问题，而是决定这门生意能走多远的问题。The biggest risk in a solo clinic is that the whole business depends on your body. A day off is a day without income, and three months of injury is three months without a business. So think from the start about which income does not require your hands: retail, teaching, packages, eventually staff. This is not a question for later — it decides how far the business can go.
最后一点：不要等到「万事俱备」才开始。计划的作用是让你看清风险，不是消除风险。把最关键的三件事想清楚 —— 钱够不够撑到盈亏平衡、客户为什么选你、出事时谁来兜底 —— 剩下的可以边做边调整。One last thing: do not wait until everything is perfect. A plan exists to make the risks visible, not to remove them. Get the three critical things straight — enough cash to reach break-even, a clear reason clients choose you, and cover for when something goes wrong — and the rest can be adjusted as you go.
理论测验Knowledge Check
Knowledge Check · 15 questions理论测验 · 15 题
共 15 题，每题一个正确答案。答对 12 题（80%）以上为通过。提交后会显示答案与解析。Fifteen questions, one correct answer each. Twelve correct is a pass. Answers and explanations appear after you submit.
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