| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第12-23页 |
| 1.1 Background | 第12-13页 |
| 1.2 Current Status | 第13-15页 |
| 1.3 Research implications | 第15-19页 |
| 1.3.1 Theoretical implications | 第15-17页 |
| 1.3.2 Practical implications | 第17-19页 |
| 1.4 Research contents and methods | 第19-23页 |
| 1.4.1 Research contents | 第19-22页 |
| 1.4.2 Research methods | 第22-23页 |
| Chapter 2 Literature review | 第23-37页 |
| 2.1 Literature review | 第23-33页 |
| 2.2 Models/concepts/frameworks and its application | 第33-37页 |
| Chapter 3 Environmental Analysis | 第37-47页 |
| 3.1 The Opportunity | 第37-39页 |
| 3.1.1 Market research 26 | 第37-38页 |
| 3.1.2 The Gap | 第38-39页 |
| 3.2 Macro - environment analysis | 第39-45页 |
| 3.2.1 PESTEL analysis | 第39-43页 |
| 3.2.2 Projected strategic moves by current players | 第43-44页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第44-45页 |
| 3.3 Innovations brought to the industry by the new venture | 第45页 |
| 3.4 Strategy | 第45-46页 |
| 3.5 Ethics and Sustainability | 第46-47页 |
| Chapter 4 The company and the team | 第47-51页 |
| 4.1 Legal structure | 第47-48页 |
| 4.2 Ownership | 第48页 |
| 4.3 The advisory board | 第48页 |
| 4.4 The management team | 第48-51页 |
| 4.4.1 Expected contributions by each team | 第48-50页 |
| 4.4.2 Expected Salary | 第50-51页 |
| Chapter 5 Marketing Plan | 第51-67页 |
| 5.1 Identification of customers | 第51-52页 |
| 5.2 Number of potential customers | 第52-53页 |
| 5.3 Requirements of various customer segments | 第53-57页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc. forthese segments | 第53-56页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第56-57页 |
| 5.4 Appropriate sales and promotion approaches | 第57-59页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can bechanged | 第59-62页 |
| 5.6 Customer price sensitivity | 第62-63页 |
| 5.7 Cost of acquiring and retaining customers | 第63-65页 |
| 5.8 Strengths and weaknesses of competitors and ways that competitors are likely toreact when the company enters the market | 第65-67页 |
| Chapter 6 Operating and Financial plans | 第67-82页 |
| 6.1 Conversion of inputs into outputs that customer value | 第67-69页 |
| 6.1.1 Supplier relationships | 第67页 |
| 6.1.2 Inventory required | 第67-69页 |
| 6.1.3 In-house/outsourced operations | 第69页 |
| 6.2 Financial Plan | 第69-80页 |
| 6.2.1 Cost calculations | 第69-71页 |
| 6.2.2 Projected break-even point | 第71-72页 |
| 6.2.3 Projected Profit and Loss | 第72-75页 |
| 6.2.4 Projected cash flows | 第75-76页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第76-80页 |
| 6.3 Contingency plan | 第80-82页 |
| Chapter 7 Conclusions | 第82-85页 |
| 7.1 Main research conclusions | 第82-83页 |
| 7.2 Limitations and future research directions | 第83-85页 |
| References | 第85-87页 |
