| Acknowledgement | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第16-24页 |
| 1.1 Background | 第16-19页 |
| 1.2 Current Status | 第19-21页 |
| 1.2.1 Colombian fashion market: | 第19-21页 |
| 1.2.2 Footwear industry | 第21页 |
| 1.3 Research implications | 第21-22页 |
| 1.3.1 Theoretical implications | 第21-22页 |
| 1.3.2 Practical implications | 第22页 |
| 1.4 Research contents and methods | 第22-24页 |
| 1.4.1 Research contents | 第22-23页 |
| 1.4.2 Research methods | 第23-24页 |
| Chapter Two Literature Review | 第24-37页 |
| 2.1 Literature review (applied to the new venture, academic literature used to frame the project) | 第24-28页 |
| 2.1.1 E-commerce | 第24-25页 |
| 2.1.2 Digital marketing | 第25-27页 |
| 2.1.3 Customized products | 第27页 |
| 2.1.4 Shoe Retailers | 第27-28页 |
| 2.1.5 Corporate Social Responsibility (CSR) | 第28页 |
| 2.2 Models/concepts/frameworks | 第28-35页 |
| 2.2.1 Business Model Canvas | 第29-30页 |
| 2.2.2 Value Chain Analysis | 第30-31页 |
| 2.2.3 Five forces of Porter: | 第31页 |
| 2.2.4 PEST+EL Analysis: | 第31-32页 |
| 2.2.5 SWOT analysis: | 第32-33页 |
| 2.2.6 Project schedule | 第33-35页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第35-37页 |
| Chapter Three The Opportunity and Innovation | 第37-65页 |
| 3.1 Market research | 第37-43页 |
| 3.1.1 The gap | 第37-38页 |
| 3.1.2 Survey Results | 第38-43页 |
| 3.2.Industry analysis: | 第43-54页 |
| 3.2.1 Principal competitors: | 第47-49页 |
| 3.2.2 Current competitive situation + PEST-EL: | 第49-53页 |
| 3.2.3 Projected strategic moves by current players | 第53-54页 |
| 3.2.4 Changes brought to the competitiveness of the industry by the new venture | 第54页 |
| 3.3 Innovations brought to the industry by the new venture | 第54-57页 |
| 3.3.1 Intellectual property/patents | 第56-57页 |
| 3.4 Strategy | 第57-63页 |
| 3.4.1 Sources of differentiation and competitive advantage: | 第59-63页 |
| 3.5 Ethics and Sustainability | 第63-65页 |
| Chapter Four The Company and Team | 第65-75页 |
| 4.1 Legal structure | 第65页 |
| 4.2 Ownership | 第65-66页 |
| 4.3 The advisory board | 第66页 |
| 4.4 The management team | 第66-75页 |
| 4.4.1 Expected contributions by each team | 第67-71页 |
| 4.4.1.1 General Manager | 第67-68页 |
| 4.4.1.2 Marketing Manager | 第68-69页 |
| 4.4.1.3 Logistic Manager | 第69页 |
| 4.4.1.4 Manager store staff: | 第69-70页 |
| 4.4.1.5 Store staff | 第70-71页 |
| 4.4.1.6 IT Expert | 第71页 |
| 4.4.2 Expected salary | 第71-75页 |
| Chapter Five Marketing Plan | 第75-92页 |
| 5.1 Identification of customers | 第75-76页 |
| 5.2 Number of potential customers and potential sales revenues | 第76-82页 |
| 5.2.1 Potential Customers | 第77-80页 |
| 5.2.2 Expected Revenues | 第80-82页 |
| 5.3 Requirements of various customer segments | 第82-87页 |
| 5.3.1 Entrance segment | 第83页 |
| 5.3.2 Middle segment | 第83页 |
| 5.3.3 High segment | 第83-84页 |
| 5.3.4 Rapid delivery | 第84-85页 |
| 5.3.5 Importance of purchase convenience | 第85-86页 |
| 5.3.6 Ways to effectively access each segment | 第86-87页 |
| 5.4 Appropriate sales and promotion approaches | 第87-88页 |
| 5.5 Analysis of how purchase decisions are made, and how/if his behavior can be changed | 第88页 |
| 5.6 Customer price sensitivity | 第88-89页 |
| 5.7 Cost of acquiring and retaining customers | 第89-90页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market | 第90-92页 |
| 5.8.1 Strengths | 第91页 |
| 5.8.2 Weakness | 第91-92页 |
| Chapter Six Operating and Financial plan | 第92-109页 |
| 6.1 Conversion of inputs into outputs that customers value | 第92-98页 |
| 6.1.1 Supplier relationships | 第92-93页 |
| 6.1.2 Inventory required | 第93-94页 |
| 6.1.3 Manufacturing/service provision | 第94-95页 |
| 6.1.4 In-house / outsourced operations | 第95-98页 |
| 6.2 Financial Plan | 第98-106页 |
| 6.2.1 Cost calculation | 第98-100页 |
| 6.2.2 Projected Break Even Point | 第100-101页 |
| 6.2.3 Projected Cash Flow | 第101-102页 |
| 6.2.4 Analysis of risk, present value, IRR | 第102-103页 |
| 6.2.5 Analysis of possible scenario and probability of occurrence | 第103-106页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第106-109页 |
| 6.3.1 Triggers/thresholds to change courses | 第107-109页 |
| Chapter Seven Conclusions | 第109-111页 |
| 7.1 Main research conclusions: | 第109页 |
| 7.2 Limitations and future research directions | 第109-111页 |
| References | 第111-119页 |
| Appendixes | 第119-141页 |
| Table of Figures | 第141-146页 |
| Index | 第141-146页 |
