| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第13-34页 |
| 1.1 Background | 第13-17页 |
| 1.2 Current Status | 第17-23页 |
| 1.3 Research Implications | 第23-29页 |
| 1.3.1 Theoretical implications | 第24-26页 |
| 1.3.2 Practical implications | 第26-29页 |
| 1.4 Research contents | 第29-34页 |
| 1.4.1 Research contents | 第29-31页 |
| 1.4.2 Research methods | 第31-34页 |
| Chapter Two Literature review | 第34-49页 |
| 2.1 Literature review | 第34-43页 |
| 2.2 Models & frameworks | 第43-47页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第47-49页 |
| Chapter Three The opportunity and innovations | 第49-62页 |
| 3.1 The opportunity | 第49-52页 |
| 3.1.1 Market research | 第50-51页 |
| 3.1.2 The gap | 第51-52页 |
| 3.2 Industry analysis | 第52-57页 |
| 3.2.1 Current competitive situation + PEST | 第52-55页 |
| 3.2.2 Projected strategic moves by current players | 第55-57页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第57页 |
| 3.3 Innovations brought to the industry by the new venture | 第57页 |
| 3.4 Strategy | 第57-61页 |
| 3.5 Ethics and sustainability | 第61-62页 |
| Chapter Four The company and team | 第62-67页 |
| 4.1 Legal Structure | 第62页 |
| 4.2 Ownership | 第62-63页 |
| 4.3 The advisory board | 第63-64页 |
| 4.4 The management team | 第64-67页 |
| 4.4.1 Expected contributions by each team | 第65-66页 |
| 4.4.2 Expected Salary | 第66-67页 |
| Chapter Five Marketing plan | 第67-80页 |
| 5.1 Identification of customers | 第67-68页 |
| 5.2 Number of potential customers and potential sales revenues | 第68-70页 |
| 5.3 Requirements of various customer segments | 第70-74页 |
| 5.3.1 Importance of purchase | 第70-73页 |
| 5.3.2 Ways to effectively access each segment | 第73-74页 |
| 5.4 Appropriate sales and promotion approaches | 第74-76页 |
| 5.5 Analysis of purchase decisions | 第76页 |
| 5.6 Customer price sensitivity | 第76-77页 |
| 5.7 Cost of acquiring and retaining customers | 第77-78页 |
| 5.8 Competitors Aspects: Strengths, weaknesses, and Reactions | 第78-80页 |
| Chapter Six Operating and financial plans | 第80-94页 |
| 6.1 Conversion of inputs into outputs that customer value | 第80-84页 |
| 6.1.1 Supplier relationships | 第81页 |
| 6.1.2 Inventory required | 第81-82页 |
| 6.1.3 Manufacturing/service provision | 第82-83页 |
| 6.1.4 In-house/outsourced operations | 第83-84页 |
| 6.2 Financial plan | 第84-92页 |
| 6.2.1 Cost calculations | 第84-85页 |
| 6.2.2 Projected Break Even Point | 第85-87页 |
| 6.2.3 Projected Cash flows | 第87-89页 |
| 6.2.4 Analysis of risk, present value, IRR | 第89-90页 |
| 6.2.5 Profit and loss Statement (Income Statement) | 第90-91页 |
| 6.2.6 Analysis of possible scenarios and probability of occurrence | 第91-92页 |
| 6.3. Contingency plans (linked to scenarios in 6.2.5) | 第92-94页 |
| Chapter Seven Conclusions | 第94-96页 |
| 7.1 Main research conclusions | 第94-95页 |
| 7.2 Limitations and future research directions | 第95-96页 |
| References | 第96-99页 |
| Table Figures | 第99-106页 |
