LIST OF TABLES VI
LIST OF APPENDICES VII
I. EXECUTIVE SUMMARY 1
II. COMPANY VISION 2
 VISION STATEMENT 2
 MISSION STATEMENT 2
III. BUSINESS DESCRIPTION 3
IV. THE MANAGEMENT TEAM 5
V. BUSINESS ENVIRONMENT ANALYSIS 7
 EXTERNAL ENVIRONMENT 7
 TAIWAN PET MARKET OVERVIEW 8
 TOTAL AVAILABLE MARKET FOR THE PHOEBE’S 11
VI. COMPETITIVE ANALYSIS 14
 AMATEUR PLAYERS WITH UNCLEAR POSITIONING 14
 COMPETITION GEOGRAPHY 15
 COMPETITION CATEGORIZATION 16
 OVERSEAS PEERS BENCHMARK 17
VII. MARKETING PLAN 20
 MARKET SEGMENTATION 20
 THE PHOEBE’S VALUE PROPOSITION 21
 THE PHOEBE’S LOCATION 22
 PRODUCT & PRICE 23
 PROMOTION 28
 MEMBERSHIP 29
VIII. OPERATIONAL PLAN 31
 BUSINESS PROCESS 31
 KEY SUCCESS FACTORS 32
 DEVELOPMENT ROADMAP 33
 TERMS & CONDITION 35
IX. FINANCIAL PLAN 37
 PRO FORMA 5-YEAR INCOME STATEMENT 37
 PRO FORMA 5-YEAR BALANCE SHEET 39
 PRO FORMA 5-YEAR CASH FLOW 41
 KEY FINANCIAL FIGURES PROJECTION 43