| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第11-21页 |
| 1.1 Background | 第11-13页 |
| 1.2 Current status | 第13-15页 |
| 1.3 Research implications | 第15-18页 |
| 1.4 Research contents and methods | 第18-21页 |
| Chapter Two Literature review | 第21-26页 |
| 2.1 Literature review | 第21-23页 |
| 2.2 Models/concepts/frameworks | 第23-24页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第24-26页 |
| Chapter Three The opportunity | 第26-37页 |
| 3.1 The opportunity | 第26-32页 |
| 3.2 Industry analysis | 第32-34页 |
| 3.3 Innovations brought to the industry by the new venture | 第34页 |
| 3.4 Strategy | 第34-36页 |
| 3.5 Ethics and sustainability | 第36-37页 |
| Chapter Four The company and team | 第37-43页 |
| 4.1 Legal structure | 第37-40页 |
| 4.2 Ownership | 第40页 |
| 4.3 The advisory board | 第40-41页 |
| 4.4 The management team | 第41-43页 |
| Chapter Five Marketing plan | 第43-55页 |
| 5.1 Identification of customers | 第43-44页 |
| 5.2 Number of potential customers and potential sales revenues | 第44-45页 |
| 5.3 Requirements of various customer segments | 第45-52页 |
| 5.4 Appropriate sales and promotion approaches | 第52页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can be changed | 第52-53页 |
| 5.6 Customer price sensitivity | 第53页 |
| 5.7 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market | 第53-55页 |
| Chapter Six Operating and Financial plans | 第55-65页 |
| 6.1. Conversion of inputs into outputs that customer value | 第55-56页 |
| 6.2 Financial plan | 第56-63页 |
| 6.3 Contingency plans | 第63-65页 |
| Chapter Seven Conclusions | 第65-67页 |
| 7.1 Main research conclusions | 第65-67页 |
| References | 第67-71页 |
