| 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14-17页 |
| 1.3 Research implications | 第17-19页 |
| 1.3.1 Theoretical implications | 第17-18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19-20页 |
| 1.4.2 Research methods | 第20-21页 |
| Chapter Two Literature review | 第21-32页 |
| 2.1 Literature review | 第21-26页 |
| 2.2 Models/concepts/frameworks | 第26-30页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第30-32页 |
| Chapter Three The opportunity and innovations | 第32-57页 |
| 3.1 The opportunity | 第32-38页 |
| 3.1.1 Market research | 第33-37页 |
| 3.1.2 The gap | 第37-38页 |
| 3.2 Industry analysis | 第38-43页 |
| 3.2.1 Current competitive situation + PEST | 第41-43页 |
| 3.2.2 Projected strategic moves by current players | 第43页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第43页 |
| 3.3 Innovations brought to the industry by the new venture | 第43-47页 |
| 3.3.1 Intellectual property/patents | 第45-47页 |
| 3.4 Strategy | 第47-54页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第53-54页 |
| 3.5 Ethics and sustainability | 第54-57页 |
| Chapter Four The company and team | 第57-66页 |
| 4.1 Legal structure | 第57-61页 |
| 4.2 Ownership | 第61-62页 |
| 4.3 The advisory board | 第62-63页 |
| 4.4 The management team | 第63-66页 |
| 4.4.1 Expected contributions by each team | 第63-64页 |
| 4.4.2 Expected salary | 第64-66页 |
| Chapter Five Marketing plan | 第66-80页 |
| 5.1 Identification of customers | 第66-68页 |
| 5.2 Number of potential customers and potential sales revenues | 第68-70页 |
| 5.3 Requirements of various customer segments | 第70-72页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc. for these segments | 第70-71页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第71-72页 |
| 5.4 Appropriate sales and promotion approaches | 第72-75页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can bechanged | 第75-76页 |
| 5.6 Customer price sensitivity | 第76-77页 |
| 5.7 Cost of acquiring and retaining customers | 第77-78页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely toreact when the company enters the market | 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80-85页 |
| 6.1.1 Supplier relationships | 第80-81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83-85页 |
| 6.2 Financial plan | 第85-93页 |
| 6.2.1 Cost calculations | 第85-86页 |
| 6.2.2 Projected Break Even Point | 第86-87页 |
| 6.2.3 Projected Cash flows | 第87-88页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第88-90页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第90-93页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第93-94页 |
| 6.3.1 Triggers/thresholds to change course | 第93-94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96-100页 |
| Appendix | 第100-102页 |
| Table of Figures | 第102-103页 |
