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Roadmap to Success: The Export Plan 成功之途：出口计划

课文朗读

课文讲解

繁體中文譯本

Once a company makes the decision to export, the crucial next step is to create an export plan. Like a roadmap, an export plan tells you where your company is and where it’s going. A sound plan will include the company’s objectives, capacity, and constraints, as well as an action plan to steer the company in the right direction. Time and again, it has been shown that business with a plan experience greater success than those without one.

一旦公司决定要做出口，关键步骤在于拟订出口计划。就像地图，出口计划让你知道你公司现在的位置在哪里、要往哪里去。完善的计划会把公司的目标、产能及未逮之处都包括在内，而且还会有一份行动准则带领公司朝正确的方向迈进。事实已经多次证实，有计划的企业要比没有计划者更为成功。

An export plan must be agreed upon by senior management and the staff ultimately responsible for carrying out the project. These key people must first assess the company’s capabilities and then come to a consensus on export objectives. Then they must determine which products are most suitable for international marketing and which countries have the greatest sales potential.

出口计划必须让公司的资深经理人和日后负责执行计划的属员都同意。这些关键人员首先必须评估公司的能力，就出口目标达成共识。然后他们得决定哪一项产品最切合国际市场的需求和哪些国家的销售潜力最大。

The export plan isn’t a static document. It may start off as a simple three-page paper, but as management acquires more experience, it can grow into a comprehensive, detailed document. It becomes a management tool with which actual results can be compared to objectives, thus allowing a business to adjust its strategies and motivate its personnel. With a solid plan, your company will be on its way to export success.

出口计划不只是静态的文件。它或许刚开始只是很简单的三页，不过当经理人获得了更多经验后，它可能变成一份内容广泛而详细的文件。届时它就成为一项管理工具，藉由它把实际结果和原订目标作比较，如此企业可以调整策略并且激励工作人员。以一份扎实的文件做开始，你公司就此踏上成功的出口之途。

Vocabulary

单词发音

roadmap [ˋrod͵mæp] n. 路标

crucial [ˋkruʃəl] adj. 决定性的，重要的

constraint [kənˋstrent] n. 约束；限制

steer [stɪr] v. 指导；带领

time and again 反复地, 再三地, 屡次,一再

agree upon 对……取得一致意见

assess [əˋsɛs] v. 评价﹐评定

consensus [kənˋsɛnsəs] n. (意见等的)一致，合意

static [ˋstætɪk] adj. 静态的; 固定的

start off 开始; 出发

comprehensive [͵kɑmprɪˋhɛnsɪv] adj. 广泛的；无所不包的；综合的

motivate [ˋmotə͵vet] v. 激发﹐激励

on one’s way to 在去…的途中

Sentence of the Day

It will help the product sell like hotcakes.

这有助于产品热卖。

sell like hotcakes 销售很快, 畅销

课文讲解

Steve and Kaye, an exporting consultant, are waiting for a table:  史提夫和身为出口顾问的凯正在等空位要用餐：

S: I’m putting the finishing touches on this export plan. Any morsels of wisdom?

我正在替出口计划做最后润笔，妳可有些什么智慧的建议吗？

K: Sure, it is my job. First, ask yourself, “Who will read this plan?”

当然，这是我的工作。首先要问自己的是「谁要读这项计划？」

S: Well, we’ve already used the plan’s benchmarks to motivate our exporting team. Now, I’m making some revisions in order to secure bank financing for the project.

哦，我们已经用这项计划的基准点，来激励我们的出口团队。而现在为了向银行贷款，我正在把计划做一些修正。

K: You’ve done your homework. Many firms don’t allocate enough time and resources to thoroughly research their plan, or they haphazardly create theirs by modifying a sample plan.

你已经做过功课了。很多公司并没有分配足够的时间及资源把出口计划做彻底的研究，或很随意地把制式范本修一修就做成了出口计划。

S: I sure hope this plan is compelling. If we can’t secure this line of credit, all our efforts will be for naught.

我当然希望这个计划雷霆万钧。倘若信用贷款得不到，我们的努力就会落空。

K: The most important sections are the financial plan and the executive summary. The bank will be concerned that you have made realistic cash flow and operational cost assumptions and that you have a sound marketing strategy.

整个计划最重要的部份属融资计划和执行摘要。银行会关切你有没有做好实际的现金流通准备、业务成本估计，和有没有健全的营销策略。

S: So, they’ll be scrutinizing our financial projections with a fine-toothed comb to assess our company’s risk and profit potential?

所以他们会巨细靡遗地检查我们公司的财务预测，以评估我们公司承担的风险和获利潜能？

K: Precisely. However, for many readers, the executive summary is key: it comes first and it might be the only part they read.

正是如此。不过对很多审查人而言，执行摘要才是关键：因为它是计划的开端，而且也可能很多人只读这部份。

S: I’m writing that section last so that I’ll have a clear overview of everything.

我最后才写那块区域，如此我能对所有的事情都有清楚的整体概念。

K: Speaking of sections – “non-smoking, please.”

讲到区域──请给我们「非吸烟区」。

－by Howie Phung

Vocabulary

单词发音

consultant [kənˋsʌltənt] n. 顾问

finishing touch 最后润笔 A small change or addition that serves to complete something.

morsel [ˋmɔrs!] n. 少量，一点点

benchmark [ˋbɛntʃ͵mɑrk] n. 基准; 规范

revision [rɪˋvɪʒən] n. 修订；校订；修正

secure [sɪˋkjʊr] v. 弄到，获得；替……弄到[（+for）]

allocate [ˋælə͵ket] v. 分派；分配

haphazardly [͵hæpˋhæzɚdlɪ] adv. 偶然地；随意地；杂乱地

modify [ˋmɑdə͵faɪ] v.【文】修饰; 更改，修改

compelling [kəmˋpɛlɪŋ] adj. 令人信服的

line of credit 信用贷款之最高限额

for naught 徒然地

naught [nɔt] adj. 无价值的，无用的

concerned [kənˋsɝnd] adj. 关心的，感兴趣的

cash flow【会计】现金流转

assumption [əˋsʌmpʃən] n. 假定; 假设; 臆断

scrutinize [ˋskrutən͵aɪz] v. 详细检查；细看

with a fine-toothed comb 细心地, 彻底地(检查某事物)

fine-toothed [ˋfaɪn͵tuθt] adj. 梳子齿细密的

last [læst] adv. 最后地

Sentence of the Day

A good plan is worth its weight in gold.

好的计划价值连城。

worth its weight in gold  非常有用的; 无价的