| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第13-21页 |
| 1.1 Background | 第13-14页 |
| 1.2 Current Status | 第14-18页 |
| 1.3 Research implications | 第18-19页 |
| 1.3.1 Theoretical implications | 第18页 |
| 1.3.2 Practical implications | 第18-19页 |
| 1.4. Research Contents and methods | 第19-21页 |
| 1.4.1 Research contents | 第19页 |
| 1.4.2 Research methods | 第19-21页 |
| Chapter Two Literature Review | 第21-29页 |
| 2.1. Literature Review | 第21-24页 |
| 2.1.1 Start Ups Management | 第21-22页 |
| 2.1.2 Entrepreneurship | 第22页 |
| 2.1.3 Distribution and Logistics | 第22-24页 |
| 2.2 Models / concepts / frameworks | 第24-28页 |
| 2.3 Application of the relevant models, concepts and frameworks | 第28-29页 |
| Chapter Three The Opportunity | 第29-46页 |
| 3.1 The opportunity explained | 第29-33页 |
| 3.1.1 Market Research | 第30-32页 |
| 3.1.2 The Gap | 第32-33页 |
| 3.2 Industry and Internal analysis | 第33-38页 |
| 3.2.1 Current Competitive situation | 第33-37页 |
| 3.2.2 Projected strategy moves by current players | 第37-38页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第38页 |
| 3.3 Innovations brought to the industry by the new venture | 第38-39页 |
| 3.3.1 Intellectual property / patents | 第39页 |
| 3.4 Strategy | 第39-44页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第43-44页 |
| 3.5 Ethics and sustainability | 第44-46页 |
| Chapter Four The Company and Team | 第46-55页 |
| 4.1 Legal structure | 第46-48页 |
| 4.2 Ownership | 第48-50页 |
| 4.3 The advisory board | 第50-51页 |
| 4.4 The management team | 第51-55页 |
| 4.4.1 Expected contributions by each team | 第52-53页 |
| 4.4.2 Expected salary | 第53-55页 |
| Chapter Five Marketing Plan | 第55-65页 |
| 5.1 Identification of customers | 第55-56页 |
| 5.2 Number of potential customers and potential sales revenues | 第56-59页 |
| 5.3 Requirements of various customer segments | 第59-60页 |
| 5.3.1 Importance of purchase 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61-62页 |
| 5.6 Customer price sensitivity | 第62-63页 |
| 5.7 Cost of acquiring and retaining customers | 第63-64页 |
| 5.8 Strengths and weaknesses of competitors and possible reaction | 第64-65页 |
| 5.8.1 Strengths | 第64页 |
| 5.8.2 Weaknesses | 第64-65页 |
| Chapter Six Operating and Financial plans | 第65-76页 |
| 6.1. Conversion of inputs into outputs that customer value | 第65-68页 |
| 6.1.1 Supplier relationships | 第66-67页 |
| 6.1.2 Inventory required | 第67页 |
| 6.1.3. Manufacturing/service provision | 第67页 |
| 6.1.4 In-house/outsourced operations | 第67-68页 |
| 6.2 Financial plan | 第68-74页 |
| 6.2.1 Cost calculations | 第68-70页 |
| 6.2.2 Projected Break Even Point | 第70页 |
| 6.2.3 Projected Cash flows | 第70-71页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第71-72页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第72-74页 |
| 6.3 Contingency plans | 第74-75页 |
| 6.4 Triggers/thresholds to change courses | 第75-76页 |
| Chapter Seven Conclusion | 第76-78页 |
| 7.1 Research findings | 第76-77页 |
| 7.2 Limitations and future research directions | 第77-78页 |
| References | 第78-84页 |
| Appendix | 第84-88页 |
| Table of Figures | 第88-89页 |
