| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第13-27页 |
| 1.1 Background | 第13-14页 |
| 1.2 Current status | 第14-22页 |
| 1.3 Research implications | 第22-24页 |
| 1.3.1 Theoretical implications | 第22页 |
| 1.3.2 Practical implications | 第22-24页 |
| 1.4 Research contents and methods | 第24-27页 |
| 1.4.1 Research contents | 第24-26页 |
| 1.4.2 Research methods | 第26-27页 |
| Chapter Two Literature Review | 第27-38页 |
| 2.1 Literature review | 第27-30页 |
| 2.2 Models/concepts/frameworks | 第30-35页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第35-38页 |
| Chapter Three The Opportunity and Innovations | 第38-64页 |
| 3.1 The opportunity | 第38-46页 |
| 3.1.1 Market research | 第40-43页 |
| 3.1.2 The gap | 第43-46页 |
| 3.2 Industry Analysis | 第46-53页 |
| 3.2.1 Current competitive situation + PEST | 第46-51页 |
| 3.2.2 Projected strategic moves by current players | 第51-52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53-54页 |
| 3.3.1 Intellectual property/patents | 第54页 |
| 3.4 Strategy | 第54-62页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第58-62页 |
| 3.5 Ethics and sustainability | 第62-64页 |
| Chapter Four The company and the team | 第64-74页 |
| 4.1 Legal structure | 第64-65页 |
| 4.2 Ownership | 第65-68页 |
| 4.3 The advisory board | 第68-69页 |
| 4.4 The management team | 第69-74页 |
| 4.4.1 Expected contributions by each team | 第70-71页 |
| 4.4.2 Expected salary | 第71-74页 |
| Chapter Five Marketing Plan | 第74-92页 |
| 5.1 Identification of customers | 第74-76页 |
| 5.2 Number of potential customers and potential sales revenues | 第76-78页 |
| 5.3 Requirements of various customer segments | 第78-82页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc forthese segments | 第79-80页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第80-82页 |
| 5.4 Appropriate sales and promotion approaches | 第82-84页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can be changed | 第84-86页 |
| 5.6 Customer price sensitivity | 第86-88页 |
| 5.7 Cost of acquiring and retaining customers | 第88-90页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely to reactwhen the company enters the market | 第90-92页 |
| Chapter Six Operating and financial plans | 第92-105页 |
| 6.1 Conversion of inputs into outputs that customer value | 第92-96页 |
| 6.1.1 Supplier relationships | 第93-94页 |
| 6.1.2 Inventory required | 第94-96页 |
| 6.1.3 Manufacturing/service provision | 第96页 |
| 6.1.4 In-house/outsourced operations | 第96页 |
| 6.2 Financial plan | 第96-103页 |
| 6.2.1 Cost calculations | 第96-99页 |
| 6.2.2 Projected Break Even Point | 第99-100页 |
| 6.2.3 Projected Cash flows | 第100-101页 |
| 6.2.4 Analysis of risk, present value, IRR, etc | 第101页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第101-103页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第103-105页 |
| 6.3.1 Triggers/thresholds to change courses | 第104-105页 |
| Chapter Seven Conclusions | 第105-108页 |
| 7.1 Main research and conclusions | 第105-106页 |
| 7.2 Limitations and future research directions | 第106-108页 |
| References | 第108-111页 |
