純味小舖是一間以銷售健康保健食品為目的的公司，其目標是以合理價格供應經實驗證明具有保健功效的產品給消費者，並提供健康營養諮詢的服務。營運的主要強項在於其搜尋原料的能力及產品配方開發的能力，並結合與機能性原料供應商及OEM代工廠，合作開發並供應符合各年齡層的保健食品。此外，除了以一般傳統通路旗艦店及電子商務做銷售，純味小舖另外開發出以主動接觸客戶的方式，用雙贏的概念與企業組織及養老院合作銷售產品。公司的目標是要成為眾所皆知的一站式健康解決方案供應者。

Pure Hut Inc. is a health supplement selling company located in Taiwan, aiming to provide fairly-priced health products to consumers with evidence-based functional ingredients and professional nutritionist consultation. The company utilizes its strength in sourcing of material and formulation skill, and through corporation with ingredient supplier and OEM manufacturer, produces products that meet the needs of all age groups. In addition, on top of the traditional sales channel of flagship store and e-commerce, the Pure Hut Inc. actively approaches corporations and nursing homes for collaboration to achieve win-win situation. The goal of the company is to be known for its effective products and be recognized as the one-stop solution provider of health-related subjects.

口試委員會審定書 i
Acknowledgement ii
摘要 iii
Abstract iv
TABLE OF CONTENT v
List of Illustration and Figures: vii
List of Tables: viii
Chapter 1. Executive Summary 1
1.1. Objective 2
1.2. Mission 3
1.3. Key to Success 4
Chapter 2. Company summary 5
2.1. Start-up summary 6
2.2. Company Ownership (ownership structure) 9
chapter 3. Products and Services 10
3.1. Products and Services Description 10
3.2. Competitive Comparison 12
3.3. Sourcing and Fulfillment 19
3.4. Technology 19
3.5. Future Product and Services 20
chapter 4. Market Analysis Summary 21
4.1. Market Segmentation 22
4.2. Target Market Segment Strategy 23
4.3. Market Needs 24
chapter 5. Strategy and Implementation 25
5.1. Competitive Edge 26
5.2. Marketing Strategy 26
5.3. Sales Strategy 29
5.4. Milestones 32
chapter 6. Management Summary 33
6.1. Organizational Structure 33
6.2. Management Team 34
6.3. Personnel Plan 34
chapter 7. Financial Plan 36
7.1. Important Assumptions 36
7.2. Break-even Analysis 36
7.3. Projected Profit and Loss 38
7.4. Projected Cash Flow 39
7.5. Projected Balance Sheet 41
chapter 8. Business Risks 42
Reference 44
Appendix 45

1. Industry & Technology Intelligence Service (ITIS). 2016 Food Industry Report (2016年食品產業年鑑) . Ministry of Economic Affairs.
2. National Development Council (Taiwan). Population projection for R.O.C. (Taiwan): 2016~2060. National Development Council (Taiwan), 2016.
3. Industry & Technology Intelligence Service (ITIS). Top Ten Trend of Health Supplement Market in 2017. Ministry of Economic Affairs.
4. Common Wealth Magazine. 2017 Medical Trends, 8 Major Technology will make the Health Industry Energy Outbreak. 2016. http://www.cw.com.tw/article/article.action?id=5079987
5. FoodNEXT Magazine. Innovative Technology to change the Industry Appearance, 2017 Six Major Trends of Global Food. 2017. http://www.foodnext.net/news/newsnow/paper/4098761329
6. Euromonitor International. Vitamins and Dietary Supplements in Taiwan. 2016.
7. NutraIngredients-Asia. Arbonne to make Asia Debit in Taiwan with 10 nutrition products. 2016. http://www.nutraingredients-asia.com/Markets-and-Trends/Arbonne-to-make-Asia-debut-in-Taiwan-with-10-nutrition-products