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研究生:陳建安
研究生(外文):Chen, Gian
論文名稱:群異文創科技公司之創業計畫
論文名稱(外文):A Business Plan for EGG Technology Company
指導教授:何小台
指導教授(外文):Ho,Chester
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:103
語文別:英文
論文頁數:31
中文關鍵詞:群異文創科技公司創業計畫
外文關鍵詞:EGG Technology CompanyBusiness Plan
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This business plan aims at a start-up company (“EGG”) which specializes in building an online creative platform for designer and artist, as well as providing customized &; personalized products. EGG is created by a group of friends, the company’s founding members. These products include LIFE-T (T-Shirt) and LIFE-CASE (Smartphone Case) with self-designed product with fashionable components. All EGG’s products are designed and implemented by our talent engineering team to fit current customers’ needs. We plan to target young students and working professionals who are particularly pursuing fashionable &; customized merchandise experience at a reasonable price. Our products cater for that need and provide excellent concept and packaging to suit their needs. This provided a very good opportunity for niche personalized product brand makers such as EGG to take advantage.
We uses online to offline (“O2O”) channel to market and distribute our products because they serve the need of both low in cost and high efficiency in reaching our target customers. They can receive the latest news or coupons on our website and experience in the physical store. After evaluating our product strength and weakness, we decided on a sales and implementation strategy for younger generation and forecasted our financial performance for the next five years. Finally, we expect this venture to turn profitable in the second year and generate meaning return for our shareholders. Thus this is a venture worth taking and investing upon.

1. COMPANY PROFILE - 1 -
1.1. MISSION - 1 -
1.2. OBJECTIVES - 1 -
1.3. COMPANY MANAGEMENT TEAM - 1 -
1.4. START-UP FUNDING SUMMARY - 2 -
1.5. COMPANY LOCATIONS AND FACILITIES - 2 -
2. SERVICE/PRODUCT - 3 -
2.1. THE SERVICE/PRODUCT OUTLINE - 3 -
2.1.1. Online Creative Platform For Designer/Artist - 3 -
2.1.2. Customization &; Personalization Designed Product - 5 -
3. EGG BUSINESS MODEL CHART - 8 -
4. MARKET ANALYSIS - 9 -
4.1. BACKGROUND - 9 -
4.1.1. Customers spend more on personalization merchandises - 9 -
4.1.2. The uniqueness of the individual needs - 9 -
4.1.3. The adoption of improved technology - 10 -
4.2. DOMESTIC MARKET - 10 -
4.2.1. Online shopping becomes more and more common and popular - 10 -
4.2.2. Differentiation strategy will dominate the market - 11 -
4.3. MARKET DIRECTION - 13 -
4.3.1. LIFE-T product to take charge - 13 -
4.4. MARKET SEGMENTATION - 13 -
5. PRICING STRATEGY - 15 -
5.1. ONLINE CREATIVE PLATFORM - 15 -
5.2. CUSTOMIZATION/PERSONALIZATION MERCHANDISE - 15 -
6. SALES AND MARKETING IMPLEMENTATION - 16 -
6.1. POTENTIAL CHANNEL PARTNERS - 16 -
6.2. SALES FORECAST - 16 -
6.3. IMPLEMENTATION MILESTONES - 18 -
6.4. COMPETITIVE ENVIRONMENT ANALYSIS - 19 -
6.4.1. Marketing 4P analysis - 19 -
6.4.2. SWOT Analysis - 20 -
6.4.3. Competitor analysis - 20 -
7. FINANCIAL PLAN - 24 -
7.1. FORECASTED INCOME STATEMENT - 24 -
7.2. PROJECTED CASH FLOW - 25 -
7.3. PROJECTED BALANCE SHEET - 26 -
8. CONCLUSION - 27 -
9. REFERENCES - 31 -


1. Fandora Designed T-shirt (http://fandorashop.com/tw/page/about)
2. Giovani Da Silveira, Mass customization: Literature review and research directions. International Journal of Production Economics Volume 72, Issue 1, 30 June 2001, Pages 1–13
3. JP Gownder, Mass Customization Is (Finally) The Future Of Products (http://blogs.forrester.com/jp_gownder/11-04-15-mass_customization_is_finally_the_future_of_products)
4. Uniqlo Group (http://www.uniqlo.com/us/company/corporate-information.html)
5. Jiou, Designer’s profit platform (http://rebuzz.tw/2013/08/101-sufo-fandora-buy365-pinkoi.html)
6. 101 original design (http://www.101.com.tw/about-produce.html)
7. Lativ’s brand story (http://www.slideshare.net/ssuserbf8077/lativ-42031024)
8. Lativ website (http://www.lativ.com.tw/Page/About)
9. Nathan Chandler, How deviantART works (http://computer.howstuffworks.com/internet/social-networking/networks/deviantart.htm)
10. Frank Piller, Fabrizio Salvador &; Dominik Walcher , The market for mass customization today, Enabling Factors (http://www.innovationmanagement.se/2012/04/16/part-2-the-market-for-mass-customization-today/)
11. Customization trend report (http://www.trendreports.com/customization-trend-report)
12. iQ Network 2009 Taiwan online survey

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