| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter One Introduction | 第13-21页 |
| 1.1 Background | 第13-14页 |
| 1.2 Current status | 第14-16页 |
| 1.3 Research Implications | 第16-18页 |
| 1.3.1 Theoretical Implications | 第17页 |
| 1.3.2 Theoretical Implications | 第17-18页 |
| 1.4 Research Contents and Methods | 第18-21页 |
| 1.4.1 Research Contents | 第18-19页 |
| 1.4.2 Research Methods | 第19-21页 |
| Chapter Two Literature Review | 第21-37页 |
| 2.1 Literature Review | 第21-27页 |
| 2.1.1 Benefits of Basketball & Physical Activity | 第22-23页 |
| 2.1.2 Advantages of Specific Training | 第23-25页 |
| 2.1.3 Personalized Training | 第25-26页 |
| 2.1.4 Effects on Team Performance | 第26-27页 |
| 2.2 Models/Concepts/Frameworks | 第27-35页 |
| 2.2.1 PESTEL | 第27-28页 |
| 2.2.2 Porter’s Analysis | 第28-29页 |
| 2.2.3 SWOT Analysis | 第29页 |
| 2.2.4 Business Model Canvas | 第29-35页 |
| 2.3 Application of the Relevant Models/Concepts/Frameworks | 第35-37页 |
| Chapter Three The Opportunity | 第37-53页 |
| 3.1 The Opportunity | 第37-43页 |
| 3.1.1 Market Research | 第38-40页 |
| 3.1.2 The Gap | 第40-43页 |
| 3.2 Industry Analysis | 第43-45页 |
| 3.2.1 Current Competitive Situation + PEST | 第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 |
| 3.3.1 Intellectual Property/Patents | 第45页 |
| 3.4 Strategy | 第45-52页 |
| 3.4.1 Sources of Differentiation and Competitive Advantage | 第50-52页 |
| 3.5 Ethics and Sustainability | 第52-53页 |
| Chapter Four The Company and Team | 第53-66页 |
| 4.1 Legal Structure | 第53-55页 |
| 4.2 Ownership | 第55-57页 |
| 4.3 The Advisory Board | 第57页 |
| 4.4 The Management Team | 第57-66页 |
| 4.4.1 Expected Contributions by each Team | 第59-64页 |
| 4.4.2 Expected Salary | 第64-66页 |
| Chapter Five Marketing Plan | 第66-84页 |
| 5.1 Identification of Customers | 第66-68页 |
| 5.2 Number of Potential Customers and Potential Sales Revenues | 第68-76页 |
| 5.2.1 Number of Potential Customers | 第68-70页 |
| 5.2.2 Number of Potential Customers | 第70-76页 |
| 5.3 Requirements of Various Customer Segments | 第76-78页 |
| 5.3.1 Importance of Purchase Convinience, Rapid Delivery, Product Customization, etc. for These Segments | 第76-77页 |
| 5.3.2 Ways to Effectively Access Each Segment, Distributors, a Captive Sales Force, E-commerce, etc. | 第77-78页 |
| 5.4 Appropriate Sales and Promotion Approaches | 第78-80页 |
| 5.5 Analysis of Purchase Decision-making | 第80-81页 |
| 5.6 Customer Price Sensitivity | 第81-82页 |
| 5.7 Cost of Acquiring and Retaining Customers | 第82-83页 |
| 5.8 Strengths, Weaknesses and possible reactions of Competitors | 第83-84页 |
| Chapter Six Operating and Financial Plans | 第84-98页 |
| 6.1 Conversation of Inputs into Outputs that Customer Value | 第84-87页 |
| 6.1.1 Supplier Relationships | 第84页 |
| 6.1.2 Inventory Required | 第84-85页 |
| 6.1.3 Manufacturing/Service Provision | 第85-87页 |
| 6.1.4 In-house/outsourced Operations | 第87页 |
| 6.2 Financial Plan | 第87-96页 |
| 6.2.1 Cost Calculations | 第89-92页 |
| 6.2.1.1 Fixed Costs | 第90-91页 |
| 6.2.1.2 Variable Costs | 第91-92页 |
| 6.2.2 Projected Break Even Point | 第92-93页 |
| 6.2.3 Projected Cash Flows | 第93页 |
| 6.2.4 Analysis of Risk, Present Value, IRR and Income Statement | 第93-95页 |
| 6.2.5 Analysis of Possible Scenarios | 第95-96页 |
| 6.3 Contingency Plans (Linked to scenarios in 6.2.5) | 第96-98页 |
| 6.3.1 Triggers/Thresholds to change Courses | 第96-98页 |
| Chapter Seven Conclusion | 第98-100页 |
| 7.1 Main Research Conclusions | 第98-99页 |
| 7.2 Limitations and Future Research Directions | 第99-100页 |
| References | 第100-109页 |
