外贸故事会：想升职的我该如何写好一份外贸规划书呢？

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外贸故事会：想升职的我该如何写好一份外贸规划书呢？


很多外贸人，尤其是三五年的老外贸都会面临这么个问题——我要应聘主管，如何去说服老板？如何出色的完成一份外贸部规划？有没有好心的外贸老鸟们给点意见啊？
Many foreign traders, especially those who have worked for 3 to 5 years, face with a puzzle. “I have intention to apply for supervisor and how am I going to persuade my boss? How to complete a planning with flying colors? Is there any advice?
STEP 1

了解公司情况，市场情况，产品情况；这是准备阶段，但是，真的很重要，一个好的开局需要良好的准备做铺垫，否则，脱离现实做计划，那就是有大漏洞的计划。
Knowing company conditions and market conditions is just the preparatory stage. However, it is very important to make preparations. Otherwise, you can't make a good plan without combining with reality.
我们需要总结公司的优势，竞争情况，产品的优势，这些信息是我们做计划的基础；一个公司的产品定位如何，直接决定了我们的目标市场在哪里，有没有认证决定了哪些地区的客户不能做，哪些地区的客户可以做，其他厂家的产品信息，价格水平信息，直接决定了我们跟客户如何去谈判，要去推广一个产品，产品的卖点需要总结，我们至少要知道产品的基本参数，才能总结出符合市场的卖点。
We need to summarize company’s advantages, competitive situation and superiorities of products. The information above is the basis which decides whether we can make a plan. Company’s product positioning determines where our target market is. We can know who can be our customers and who can’t by checking if we have certificates. Other suppliers’ product information and price determine the way we negotiate with customers. To promote a kind of products, we should know its basic information and conclude USP which meet market demand.
STEP 2

预估投入和产出；可以说是这份计划的开头，龙头，目标，让老板看到这份计划的效果到底如何。
Estimate input and output. It can be considered as the start and goal of a plan. It can remind your boss of its actual effects.
我们不可能知道到底可以做多少询盘，怎么去预估业绩呢？给大家提供一个数据，一个曝光量有0.0025%的概率成交一个订单，大家记住这个数字就好，计算方法就不公布了；研究产品，市场，公司几个月了，产品的大概曝光量应该有个数了吧？这个时候，可以通过0.0025%这个比值计算一年大概多少订单。
Since we are unable to know how many inquiries we can get, how do we estimate our performance? Let me give you a figure. You have 0.0025 percent of probability to close an order. You can remember this figure. Having researched products, markets, companies for several years, you are likely to know how popular your products are. You can calculate how many orders you get within one year with the specific figure.
比如，你们产品一年可以有100W的曝光（不含由于无关热门关键词引发的曝光），那么，一年总共大概可以成交25单；每一单按照行业的常规订单量计算，估算一下营业额和总利润，这就是产出。投入就好计算了，人力，房租，水电，平台，网费等等，都是比较现实和具体的金额。
For example, your products are browsed for 100 million times which not includes those caused by irrelevant keywords then you can succeed 25 orders within a year. You can calculate it according to conventional order volume and estimate turnover and total profit. This is output. Input is easier than that. Human cost, house rent, utility bills, charges for platform and network fee are concrete amount you can simply get.
需要注意的一点就是，必须指明时间成本，时间是非常昂贵的资源，所以任何规划里，都要明确的注明时间，一份50年才能完成的计划，又有多大用处？
One thing you need to know is that you must point out how much time you will have to pay for this plan because time is very precious. What do you think of a plan which is going to take you 50 years to complete?
STEP 3

根据公司的综合情况将这些信息用SWOT分析一下，让老板知道外贸的一个市场竞争情况，产品的定位，你的理解是否正确，如果一些理解错了，也不要紧，这毕竟是一份计划书，不是要执行的方案，这份计划没敲定，允许有些小错误出现，错误当然尽量避免，尽自己全力去思考，分析，真要是有错误，就虚心接受。
Use SWOT to analyze with these information according to comprehensive situation of company to let your boss know about the competitive market and positioning of products and if your conclusion is correct. It is ok if you make some mistakes bause it’s only a planning instead of implementation scheme. Minor errors are allowed as long as this plan is not decided. Surely you should avoid making mistakes and try your best to think it over. Humbly admit you make mistakes if you do.
STEP 4

如何实现业绩，这是一份规划的主题部分，往往是老板最最关注的部分，因为投入产出虽然重要，没有可行性方案，都是屁话，相反，如果有一份可行性计划，那么，即便投入产出一般般，老板也更喜欢这样的方案，不为别的，就因为可行，十鸟在林不如一鸟在手。
The theme part of this plan is how to achieve results which is also the most concerning part of the boss. Although input-output is very important, it won't come true if you don’t have a feasible way to do it. On the contrary, if you have a doable plan, you boss will be glad even input-output is not so satisfying. It’s only because it’s practicable.
从客户开发，平台运营，SNS开发等等各个角度分析，或者你的独特的经验，可行性的总结，只要是有用的都可以写上去，因为预测产出的时候也是想过这个问题的，至少如何获取100W的曝光这一点应该是有个预判的，所以，如何获取这么多曝光，如何将这些曝光带来的询盘转化，都是这部分要讲的内容。
Analyze from customers development, management of platform and SNS development or your unique experiences and conclusion. Write something you think useful. You should at least make prejudgement how to get your products exposed for 100 million times. So how to get it done and how to turn it to enquiries should be mentioned in this part.
STEP 5
简单的做个总结，对于公司，产品的一些见解，做这份规划的感受，个人的意愿等等，都可以做个简单的总结。
It can be just a conclusion. A conclusion about company and your opinions to products, feelings of accomplishing this planning and your aspiration is needed in the final part of a planning.


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