| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第12-17页 |
| 1.1 Background | 第12-13页 |
| 1.2 Current status | 第13-14页 |
| 1.3 Theoretical tools | 第14-15页 |
| 1.4 Research contents and methods | 第15-17页 |
| 1.4.1 Research contents | 第15-16页 |
| 1.4.2 Research methods | 第16-17页 |
| Chapter 2 Literature review | 第17-35页 |
| 2.1 Marketing Theory | 第17页 |
| 2.2 Business Model | 第17-18页 |
| 2.3 Literature review (applied to the new venture) | 第18-30页 |
| 2.4 Models/concepts/frameworks | 第30-32页 |
| 2.5 Application of the relevant models/concepts/frameworks | 第32-35页 |
| Chapter 3 Environmental analysis | 第35-49页 |
| 3.1 The opportunity | 第35-43页 |
| 3.1.1 Market research | 第35-42页 |
| 3.1.2 The gap | 第42-43页 |
| 3.2 Industry analysis | 第43-46页 |
| 3.2.1 Current competitive situation | 第44-45页 |
| 3.2.2 Projected strategic moves by current players | 第45页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第45-46页 |
| 3.3 Innovations brought to the industry by the new venture | 第46页 |
| 3.3.1 Intellectual property/patents | 第46页 |
| 3.4 Strategy | 第46-48页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第46-48页 |
| 3.5 Ethics and sustainability | 第48-49页 |
| Chapter 4 The company and team | 第49-53页 |
| 4.1 Legal structure | 第49-50页 |
| 4.2 Ownership | 第50页 |
| 4.3 The advisory board | 第50页 |
| 4.4 The management team | 第50-53页 |
| 4.4.1 Expected contributions by each team | 第50-51页 |
| 4.4.2 Expected salary | 第51-53页 |
| Chapter 5 Marketing plan | 第53-65页 |
| 5.1 Identification of customers | 第53-54页 |
| 5.2 Number of potential customers and potential sales revenues | 第54-56页 |
| 5.3 Requirements of various customer segments | 第56-58页 |
| 5.3.1 Importance of Customer Segmentation | 第56-57页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第57-58页 |
| 5.4 Appropriate sales and promotion approaches | 第58-61页 |
| 5.5 Analysis of Consumer Behavior | 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 ways that competitors are likely toreact when the company enters the market | 第64-65页 |
| Chapter 6 Operating and Financial plans | 第65-75页 |
| 6.1 Conversion of inputs into outputs that customer value | 第65-68页 |
| 6.1.1 Supplier relationships | 第65页 |
| 6.1.2 Inventory required | 第65-66页 |
| 6.1.3 Manufacturing/service provision | 第66页 |
| 6.1.4 In-house/outsourced operations | 第66-68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70-71页 |
| 6.2.3 Projected Cash flows | 第71-72页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第72-73页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第73-74页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第74-75页 |
| 6.3.1 Triggers/thresholds to change courses | 第74-75页 |
| Chapter 7 Conclusions | 第75-78页 |
| 7.1 Main research conclusions | 第75-76页 |
| 7.2 Limitations and future research directions | 第76-78页 |
| 7.2.1 Limitations | 第76-77页 |
| 7.2.2 Future research directions | 第77-78页 |
| Bibliography | 第78-81页 |
