| Acknowledgements | 第7-9页 |
| 摘要 | 第9-10页 |
| Abstract | 第10页 |
| Chapter One Introduction | 第14-26页 |
| 1.1 Background | 第14-17页 |
| 1.2 Current status | 第17-22页 |
| 1.3 Research implications | 第22-23页 |
| 1.3.1 Theoretical implications | 第22-23页 |
| 1.3.2 Practical implications | 第23页 |
| 1.4 Research content and methods | 第23-26页 |
| 1.4.1 Research contents | 第24页 |
| 1.4.2 Research methods | 第24-26页 |
| Chapter Two Literature Review | 第26-44页 |
| 2.1 Literature Review | 第26-42页 |
| 2.2 Models/Concepts/Frameworks | 第42-43页 |
| 2.3 Application of the relevant Models/Concepts/Frameworks | 第43-44页 |
| Chapter Three The opportunity and innovations | 第44-60页 |
| 3.1 | 第44-47页 |
| 3.1.1 Opportunity | 第44-45页 |
| 3.1.2 Market research | 第45-47页 |
| 3.1.3 The gap | 第47页 |
| 3.2 Industry analysis | 第47-49页 |
| 3.2.1 Current competitive situation | 第48-49页 |
| 3.2.2 Projected strategic moves by current players | 第49页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第49页 |
| 3.3 Innovations brought to the industry by the new venture | 第49-52页 |
| 3.3.1 Intellectual property/patents | 第52页 |
| 3.4 Strategy | 第52-60页 |
| 3.4.1 Source of differentiation and competitive advantage | 第58页 |
| 3.4.2 Ethics and sustainability | 第58-60页 |
| Chapter Four The company and team | 第60-66页 |
| 4.1 Legal structure | 第60页 |
| 4.2 Ownership | 第60-61页 |
| 4.3 The advisory board | 第61-63页 |
| 4.4 The management team | 第63-66页 |
| 4.4.1 Expected contributions by each team | 第63-65页 |
| 4.4.2 Expected salary | 第65-66页 |
| Chapter Five Marketing plan | 第66-74页 |
| 5.1 Identification of customers | 第66-67页 |
| 5.2 Number of potential customers and potential sales revenues | 第67-69页 |
| 5.3 Requirements of various customer segments | 第69-71页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization | 第70页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce | 第70-71页 |
| 5.4 Appropriate sales and promotion approaches | 第71-72页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can be changed | 第72页 |
| 5.6 Customer price sensitivity | 第72页 |
| 5.7 Cost of acquiring and retaining customers | 第72页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market | 第72-74页 |
| Chapter Six Operating and Financial plans | 第74-92页 |
| 6.1 Conversion of inputs into outputs that customer value | 第74-80页 |
| 6.1.1 Supplier relationships | 第77页 |
| 6.1.2 Inventory required | 第77页 |
| 6.1.3 Manufacturing/service provision | 第77-79页 |
| 6.1.4 In-house/outsourced operations | 第79-80页 |
| 6.2 Financial plan | 第80-89页 |
| 6.2.1 Cost calculations | 第81-83页 |
| 6.2.2 Projected breakeven point | 第83-84页 |
| 6.2.3 Projected Cash flows | 第84-86页 |
| 6.2.4 Analysis of risk, present value, IRR | 第86-88页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第88-89页 |
| 6.3 Contingency plans | 第89-92页 |
| 6.3.1 Triggers/thresholds to change courses | 第90-92页 |
| Chapter Seven Conclusions | 第92-94页 |
| 7.1 Main research conclusions | 第92-93页 |
| 7.2 Limitations and future research directions | 第93-94页 |
| References | 第94-97页 |
| Appendixes | 第97-103页 |
| Table of figures | 第103-106页 |
