| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第13-25页 |
| 1.1 Background | 第17-19页 |
| 1.2 Current status | 第19-20页 |
| 1.3 Research implications | 第20-23页 |
| 1.3.1 Theoretical implications | 第20-21页 |
| 1.3.2 Practical implications | 第21-23页 |
| 1.4 Research contents and methods | 第23-25页 |
| 1.4.1 Research contents | 第23-24页 |
| 1.4.2 Research methods | 第24-25页 |
| Chapter 2 Literature review | 第25-37页 |
| 2.1 Literature review (applied to the new venture) | 第25-33页 |
| 2.2 Model, Concepts and Framework of the project | 第33-37页 |
| 2.2.1 SWOT (Strengths, Weaknesses, Opportunities, Threats) | 第33-34页 |
| 2.2.2 Canvas Model | 第34-35页 |
| 2.2.3 PESTLE analysis | 第35-37页 |
| Chapter 3 The opportunity | 第37-64页 |
| 3.1 The opportunity | 第37-40页 |
| 3.2 Market research | 第40-44页 |
| 3.2.1 Demography | 第40-41页 |
| 3.2.2 Geography | 第41-42页 |
| 3.2.3 Conclusions | 第42-44页 |
| 3.3 The gap | 第44-46页 |
| 3.3.1 Value Proposal | 第45-46页 |
| 3.4 Industry analysis | 第46-54页 |
| 3.4.1 PEST and overview of the industry | 第46-51页 |
| 3.4.2 Projected strategic moves by current players | 第51-52页 |
| 3.4.3 Changes brought to the competitiveness of the industry by the new venture | 第52页 |
| 3.4.4 Innovations brought to the industry by the new venture | 第52-53页 |
| 3.4.5 Intellectual property/patents | 第53-54页 |
| 3.5 Strategy | 第54-59页 |
| 3.5.1 Introduction | 第54-59页 |
| 3.6 Sources of differentiation and competitive advantage | 第59-60页 |
| 3.7 Ethics and sustainability | 第60-64页 |
| Chapter 4 The company and team | 第64-79页 |
| 4.1 Legal structure | 第64-65页 |
| 4.2 Ownership | 第65-66页 |
| 4.3 The advisory board | 第66-68页 |
| 4.4 The management team | 第68-79页 |
| 4.4.1 Classification of the staff | 第69-70页 |
| 4.4.2 Structure | 第70页 |
| 4.4.3 Expected contributions by each team | 第70-77页 |
| 4.4.3.1 Organization Chart Stage 1 | 第70-72页 |
| 4.4.3.2 Organization Chart Stage 2 | 第72-73页 |
| 4.4.3.3 Motivation | 第73-77页 |
| 4.4.4 Expected salary | 第77-79页 |
| Chapter 5 Marketing plan | 第79-100页 |
| 5.1 Identification of customers | 第79-81页 |
| 5.2 Number of potential customers and potential sales revenues | 第81-86页 |
| 5.3 Requirements of various customer segments | 第86-90页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc.for these segments | 第87-88页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force,e-commerce, etc | 第88-90页 |
| 5.4 Appropriate sales and promotion approaches | 第90-94页 |
| 5.4.1 Sales skills and steps | 第91-93页 |
| 5.4.2 Merchandising | 第93-94页 |
| 5.5 Analysis of how purchase decisions are made, and how this behaviour can bechanged | 第94-97页 |
| 5.5.1 Analysis of how purchase decisions are made | 第94-95页 |
| 5.5.2 How this behaviour can be changed | 第95-97页 |
| 5.6 Customer price sensitivity | 第97页 |
| 5.7 Cost of acquiring and retaining customers | 第97-98页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely toreact when the company enters the market | 第98-100页 |
| Chapter 6 Operating and Financial plans | 第100-118页 |
| 6.1 Conversion of inputs into outputs that customer value | 第100-102页 |
| 6.2 Financial plan | 第102-114页 |
| 6.2.1 Cost calculations | 第106-107页 |
| 6.2.2 Projected Break Even Point | 第107-108页 |
| 6.2.3 Projected Cash flows | 第108-110页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第110-112页 |
| 6.2.4.1 Net Present Value and IRR | 第110-111页 |
| 6.2.4.2 ROE and Future Value | 第111-112页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第112-114页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第114-118页 |
| 6.3.1 Triggers/thresholds to change courses | 第116-118页 |
| Chapter 7 Conclusions | 第118-121页 |
| 7.1 Main research conclusions | 第118-119页 |
| 7.2 Limitations and future research directions | 第119-121页 |
| Bibliography | 第121-123页 |
