| 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13-16页 |
| 1.1.1 Food truck history | 第13-14页 |
| 1.1.2 Street food culture in Mexico | 第14-15页 |
| 1.1.3 American influence in Northern Mexico | 第15-16页 |
| 1.2 Controversial Arguments | 第16-18页 |
| 1.2.1 Lack of legislation | 第16-17页 |
| 1.2.2 Market saturation | 第17-18页 |
| 1.3 Current Situation | 第18-23页 |
| 1.3.1 Seafood consumption in Mexico | 第19-21页 |
| 1.3.2 Food truck industry in Mexico | 第21-23页 |
| 1.3.3 Forecast | 第23页 |
| 1.4 Research implications | 第23-25页 |
| 1.4.1 Theoretical implications | 第23-24页 |
| 1.4.2 Practical implications | 第24-25页 |
| 1.5 Research contents and methods | 第25-27页 |
| 1.5.1 Research contents | 第25-26页 |
| 1.5.2 Research methods | 第26-27页 |
| Chapter Two Literature Review | 第27-31页 |
| 2.1 Literature review applied to business idea | 第27-28页 |
| 2.1.1 Historical background | 第27页 |
| 2.1.2 Industry analysis | 第27页 |
| 2.1.3 Environmental analysis | 第27页 |
| 2.1.4 Market research | 第27-28页 |
| 2.1.5 Business Development | 第28页 |
| 2.2 Models and frameworks | 第28-30页 |
| 2.3 Models and frameworks application | 第30-31页 |
| Chapter Three The Opportunity | 第31-41页 |
| 3.1 Market research | 第31-32页 |
| 3.2 Market gap | 第32-33页 |
| 3.3 Industry analysis | 第33-36页 |
| 3.3.1 Current competitive situation | 第33-34页 |
| 3.3.2 Environmental analysis | 第34-36页 |
| 3.3.3 Projected strategic moves by current players | 第36页 |
| 3.3.4 Changes brought to the industry competitiveness by the new venture | 第36页 |
| 3.4 Innovations brought to the industry by the new venture | 第36-37页 |
| 3.5 Strategy | 第37-38页 |
| 3.5.1 Value proposal | 第37页 |
| 3.5.2 Competitive advantage | 第37页 |
| 3.5.3 Differential factors | 第37-38页 |
| 3.5.4 Potential threats and weaknesses | 第38页 |
| 3.6 Brand identity | 第38-39页 |
| 3.6.1 Brand name | 第39页 |
| 3.6.2 Brand Image | 第39页 |
| 3.6.3 Intellectual property | 第39页 |
| 3.7 Ethics and sustainability | 第39-41页 |
| 3.7.1 Corporate Social Responsibility | 第39-41页 |
| Chapter Four The Company and Team | 第41-45页 |
| 4.1 Legal structure | 第41页 |
| 4.2 Ownership | 第41-42页 |
| 4.3 The management team | 第42-45页 |
| 4.3.1 Organizational chart | 第42-43页 |
| 4.3.2 Expected contributions by each team | 第43-44页 |
| 4.3.3 Expected salaries | 第44-45页 |
| Chapter Five Marketing Plan | 第45-55页 |
| 5.1 Identification of customers | 第45-46页 |
| 5.2 Potential customers and sales revenue | 第46-48页 |
| 5.2.1 Potential customers | 第46-47页 |
| 5.2.2 Potential sales revenue | 第47-48页 |
| 5.3 Requirements of various customers segments | 第48-49页 |
| 5.3.1 Key factors for these segments | 第48-49页 |
| 5.3.2 Ways to effectively access each segment | 第49页 |
| 5.4 Appropriate sales and promotion approaches | 第49-50页 |
| 5.5 Analysis of purchasing decisions and customer behaviors | 第50-51页 |
| 5.6 Customer price sensitivity | 第51-52页 |
| 5.7 Cost of acquiring and retaining customers | 第52-53页 |
| 5.8 Strengths and weaknesses of competitors | 第53-55页 |
| Chapter Six Operating and Financial Plans | 第55-69页 |
| 6.1 Business development plan schedule | 第55-56页 |
| 6.1.1 Stage I. Business plan development | 第55页 |
| 6.1.2 Stage II. Experimentation and measurement | 第55页 |
| 6.1.3 Stage III. Integration and implementation | 第55-56页 |
| 6.2 Conversion of inputs into outputs that customer values | 第56-58页 |
| 6.2.1 Supplier relationships | 第56页 |
| 6.2.2 Inventory required | 第56-57页 |
| 6.2.3 Manufacturing/service provision | 第57页 |
| 6.2.4 In-house/outsourced operations | 第57-58页 |
| 6.3 Financial Plan | 第58-67页 |
| 6.3.1 Cost calculation | 第59-61页 |
| 6.3.2 Projected break-even point | 第61-63页 |
| 6.3.3 Projected cash flows | 第63-65页 |
| 6.3.4 Present value and IRR | 第65-66页 |
| 6.3.5 Analysis of possible scenarios and probability of occurrence | 第66-67页 |
| 6.4 Contingency plan | 第67-69页 |
| 6.4.1 Triggers/thresholds to change courses | 第67-69页 |
| Chapter Seven Conclusion | 第69-71页 |
| 7.1 Main research conclusions | 第69-70页 |
| 7.2 Limitations and future research directions | 第70-71页 |
| References | 第71-73页 |
| Appendix | 第73-74页 |
