| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第12-20页 |
| 1.1 Executive summary | 第12页 |
| 1.2 Background | 第12-16页 |
| 1.2.1 Abstract of current status and macro status | 第13-14页 |
| 1.2.2 Abstract of present industry status | 第14页 |
| 1.2.3 Abstract of competitors status | 第14-16页 |
| 1.3 Research implications | 第16-18页 |
| 1.3.1 Theoretical implications | 第17页 |
| 1.3.2 Practical implications | 第17-18页 |
| 1.4 Research contents and methods | 第18-20页 |
| 1.4.1 Research contents | 第18-19页 |
| 1.4.2 Research methods | 第19-20页 |
| Chapter 2 Literature review | 第20-32页 |
| 2.1 Literature review of new ventures | 第20-28页 |
| 2.2 Models/concepts/frameworks | 第28-31页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第31-32页 |
| Chapter 3 The opportunity | 第32-55页 |
| 3.1 Market research | 第32-49页 |
| 3.1.1 The gap | 第42-44页 |
| 3.1.2 Environmental analysis | 第44-48页 |
| 3.1.3 Sector definition | 第48-49页 |
| 3.2 Industry analysis | 第49-51页 |
| 3.2.1 Current competitive situation + PESTEL | 第49-50页 |
| 3.2.2 Changes brought to the industry by the new venture | 第50页 |
| 3.2.3 Innovations brought to the industry by the new venture | 第50-51页 |
| 3.3 Internal Analysis | 第51-52页 |
| 3.3.1 Intellectual property/patents | 第51页 |
| 3.3.2 Strategy | 第51-52页 |
| 3.4 Sources of differentiation and competitive advantage | 第52-53页 |
| 3.5 Ethics and sustainability | 第53页 |
| 3.6 Current situation conclusion | 第53-55页 |
| Chapter 4 The company and team | 第55-59页 |
| 4.1 Legal structure | 第55-56页 |
| 4.2 Ownership | 第56-57页 |
| 4.3 The advisory board | 第57页 |
| 4.4 The management team | 第57-59页 |
| Chapter 5 Marketing plan | 第59-65页 |
| 5.1 Identification of customers | 第59页 |
| 5.2 Number of potential customers and potential sales revenues | 第59页 |
| 5.3 Requirements of various customer segments | 第59-60页 |
| 5.3.1 Importance for these segments | 第59-60页 |
| 5.3.2 Ways to effectively access each segment | 第60页 |
| 5.4 Appropriate sales and promotion approaches | 第60-61页 |
| 5.5 Analysis of how purchase decisions are made | 第61页 |
| 5.6 Customer price sensitivity | 第61-63页 |
| 5.7 Cost of acquiring and retaining customers | 第63页 |
| 5.8 Strengths and weaknesses of competitors | 第63-65页 |
| Chapter 6 Operating and Financial plans | 第65-73页 |
| 6.1 Conversion of inputs into outputs that customer value | 第65-66页 |
| 6.1.1 Supplier relationships | 第65页 |
| 6.1.2 Manufacturing/service provision | 第65-66页 |
| 6.1.3 In-house/outsourced operations | 第66页 |
| 6.2 Financial plan | 第66-71页 |
| 6.2.1 Cost calculations | 第66-67页 |
| 6.2.2 Projected breakeven point | 第67-68页 |
| 6.2.3 Projected cash flows, present value, IRR, P&L | 第68-69页 |
| 6.2.4 Analysis of risk | 第69-71页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第71页 |
| 6.3 Contingency plans | 第71-73页 |
| 6.3.1 Triggers/thresholds to change courses | 第71页 |
| 6.3.2 Solutions | 第71-73页 |
| Chapter 7 Conclusions | 第73-75页 |
| 7.1 Main research conclusions | 第73页 |
| 7.2 Limitations and future research directions | 第73-75页 |
| References | 第75-76页 |
| Appendixes | 第76-85页 |
