| Acknowledgement | 第6-7页 |
| 摘要 | 第7-8页 |
| Abstract | 第8页 |
| Chapter 1 Introduction | 第13-17页 |
| 1.1 Background | 第13-14页 |
| 1.2 Current status | 第14页 |
| 1.3 Research implications | 第14-15页 |
| 1.3.1 Theoretical implications | 第14-15页 |
| 1.3.2 Practical implications | 第15页 |
| 1.4 Research contents and methods | 第15-17页 |
| 1.4.1 Research contents | 第15页 |
| 1.4.2 Research methods | 第15-17页 |
| Chapter 2 Literature review and Theory | 第17-23页 |
| 2.1 Literature review | 第17-20页 |
| 2.2 Models/concepts/frameworks | 第20-22页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第22-23页 |
| Chapter 3 The opportunity | 第23-29页 |
| 3.1 The opportunity | 第23-26页 |
| 3.2 Market gap | 第26页 |
| 3.3 Industry analysis | 第26-27页 |
| 3.3.1. Current competitive situation | 第26-27页 |
| 3.3.2. Projected strategic moves by current players | 第27页 |
| 3.3.3. Changes brought to the competitiveness of the industry by the new venture | 第27页 |
| 3.4 Innovations brought to the industry by the new venture | 第27页 |
| 3.5 Strategy | 第27-28页 |
| 3.6 Ethics and sustainability | 第28-29页 |
| Chapter 4 The company and team | 第29-32页 |
| 4.1 Legal structure | 第29-30页 |
| 4.2 Ownership | 第30页 |
| 4.3 The advisory board | 第30页 |
| 4.4 The management team | 第30-32页 |
| Chapter 5 Marketing plan | 第32-35页 |
| 5.1 Identification of customers | 第32页 |
| 5.2 Number of potential customers and potential sales revenues | 第32页 |
| 5.3 Requirements of various customer segments | 第32-33页 |
| 5.3.1 Product segmentation | 第32页 |
| 5.3.2 Distributor | 第32-33页 |
| 5.4 Appropriate sales and promotion approaches | 第33页 |
| 5.5 Analysis of consumer behavior | 第33页 |
| 5.6 Strengths and weaknesses of competitors | 第33-35页 |
| Chapter 6 Operating and Financial plans | 第35-42页 |
| 6.1. Conversion of inputs into outputs that customer value | 第35-37页 |
| 6.1.1 Supplier relationships | 第36页 |
| 6.1.2 Inventory required | 第36页 |
| 6.1.3 Manufacturing/service provision | 第36页 |
| 6.1.4 In-house/outsourced operations | 第36-37页 |
| 6.2 Financial plan | 第37-42页 |
| 6.2.1 Cost calculations | 第39页 |
| 6.2.2 Projected Break Even Point | 第39页 |
| 6.2.3 Projected Cash flows | 第39-40页 |
| 6.2.4 Internal rate of return IRR | 第40页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第40-42页 |
| Chapter 7 Conclusions | 第42-43页 |
| 7.1 Main research conclusions | 第42页 |
| 7.2 Limitations and future research directions | 第42-43页 |
| References | 第43-47页 |
