| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第13-26页 |
| 1.1 Background | 第13-17页 |
| 1.2 Current status | 第17-21页 |
| 1.3 Research implications | 第21-23页 |
| 1.3.1 Theoretical implications | 第22页 |
| 1.3.2 Practical implications | 第22-23页 |
| 1.4 Research contents and methods | 第23-26页 |
| 1.4.1 Research contents | 第23-24页 |
| 1.4.2 Research methods | 第24-26页 |
| Chapter Two Literature review | 第26-37页 |
| 2.1 Literature review | 第26-31页 |
| 2.2 Models/concepts/frameworks | 第31-35页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第35-37页 |
| Chapter Three The opportunity and innovations | 第37-62页 |
| 3.1 The opportunity | 第37-49页 |
| 3.1.1 Market research | 第39-47页 |
| 3.1.2 The gap | 第47-49页 |
| 3.2 Industry analysis | 第49-53页 |
| 3.2.1 Current competitive situation + PEST | 第49-52页 |
| 3.2.2 Projected strategic moves by current players | 第52页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第52-53页 |
| 3.3 Innovations brought to the industry by the new venture | 第53页 |
| 3.4 Strategy | 第53-60页 |
| 3.4.1 Differentiation | 第57-59页 |
| 3.4.2 Competitive Advantages | 第59-60页 |
| 3.5 Ethics and sustainability | 第60-62页 |
| Chapter Four The company and team | 第62-68页 |
| 4.1 Legal structure | 第62页 |
| 4.2 Ownership | 第62页 |
| 4.3 The advisory board | 第62-63页 |
| 4.4 The management team | 第63-68页 |
| 4.4.1 Expected contributions by each team | 第64-66页 |
| 4.4.2 Expected salary | 第66-68页 |
| Chapter Five Marketing plan | 第68-94页 |
| 5.1 Identification of customers | 第68-75页 |
| 5.2 Number of potential customers and potential sales revenues | 第75-80页 |
| 5.3 Requirements of various customer segments | 第80-83页 |
| 5.3.1 Importance of purchase convenience and product customization | 第81-82页 |
| 5.3.2 Ways to effectively access each segment | 第82-83页 |
| 5.4 Appropriate sales and promotion approaches | 第83-86页 |
| 5.5 Analysis of purchase behavior and decision making | 第86-88页 |
| 5.6 Customer price sensitivity | 第88-89页 |
| 5.7 Cost of acquiring and retaining customers | 第89-90页 |
| 5.8 Competitor analysis | 第90-94页 |
| Chapter Six Operating and Financial plans | 第94-107页 |
| 6.1 Conversion of inputs into outputs that customer value | 第94-98页 |
| 6.1.1 Supplier relationships | 第94-96页 |
| 6.1.2 Inventory required | 第96页 |
| 6.1.3 Manufacturing/service provision | 第96页 |
| 6.1.4 In-house/outsourced operations | 第96-98页 |
| 6.2 Financial plan | 第98-105页 |
| 6.2.1 Cost calculations | 第99-100页 |
| 6.2.2 Projected Break Even Point | 第100-101页 |
| 6.2.3 Projected Cash flows | 第101-102页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第102-103页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第103-105页 |
| 6.3 Contingency plans | 第105-107页 |
| Chapter Seven Conclusions | 第107-109页 |
| 7.1 Main research conclusions | 第107-108页 |
| 7.2 Limitations and future research direction | 第108-109页 |
| References | 第109-121页 |
| Appendix | 第121-129页 |
| Table of Figures | 第129-130页 |
| Index | 第129-130页 |
