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研究生： 古麗娟
Melissa Marie Koo Hun
論文名稱： 賣寶商業企劃書
MyBao Business Plan
指導教授： 何小台
Ho, Chester
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 37
中文關鍵詞： Beauty 、Eco-friendly 、Cosmetics 、Organic
外文關鍵詞： Beauty, Eco-friendly, Cosmetics, Organic
相關次數： 點閱：122  下載：41 
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    • MyBao helps women to find eco-friendly alternatives for cosmetics, skin care and personal care products, while looking for sustainable solutions that contribute to the environment as well as their personal welfare. Our business will be a window for companies in the organic and natural care industry to reach out to a specific group of customers who share the same “green” vision. In addition, MyBao’s platform allows for customers’ data collection, which will provide companies with real-time information of trends and preferences.

    Through an online subscription service, women will receive a monthly “surprise” personal eco bag, which will contain curated travel-size organic and natural products that will match their preferences and needs, according to a personal survey completed at the moment of subscription. Full-size products will also be available in our website for customers to purchase, should they like the products they were sent in their monthly MyBao. Based on the information collected from the surveys, MyBao can provide partner companies with valuable real-time information of customers’ purchasing trends (big data).

    MyBao’s business model allows for different sources of revenue streams: (1) monthly subscription fees by users, (2) cut/percentage from the sales of full-size products, (3) advertising and product “featuring” option for our partner companies to prioritize their products in our website, (4) big data sale to our partner companies.

    Table of Contents

    1. Executive Summary 1
    2. Company Summary 2
    2.1 Our Mission 3
    2.2 Our Vision 3
    2.3 Company Ownership 3
    2.4 Start-up Summary 3
    Table 1 – Start-up Summary 3
    3. MyBao Service 4
    3.1 What is the problem? 4
    Figure 1 – What is the problem? 5
    3.2 What is our proposed solution? 5
    Figure 2 – Our Product 6
    3.3 Business Flow Diagram 7
    Figure 3 – Business Flow Diagram 7
    4. Business Model 8
    4.1 Customer Segments 8
    4.2 Value Propositions 8
    4.3 Channels 9
    4.4 Customer Relationships 9
    4.5 Revenue Streams 10
    4.6 Key Resources 10
    4.7 Key Activities 11
    4.8 Key Partners 12
    4.9 Cost Structure 12
    5. Market Analysis Summary 13
    5.1 Market Segmentation 13
    Table 2 – Potential Customers 13
    5.2 Market Breakdown Analysis 13
    6. Strategy and Implementation Summary 16
    6.1 SWOT Analysis 16
    6.1.1. Strengths: 16
    6.1.2. Weaknesses: 17
    6.1.3. Opportunities: 17
    6.1.4. Threats: 18
    6.2 Sales Forecast 19
    Table 3 – Sales Forecast 19
    7. Competitor Analysis 19
    7.1 Competitors 19
    Table 4 – Our Competitors 20
    7.2 Competitive Edge 21
    7.3 Positioning 21
    Figure 4 – Positioning 22
    8. Marketing Strategy 22
    8.1 Product 22
    8.2 Pricing 23
    Table 5 – Pricing 23
    8.3 Promotion 24
    8.4 Place (Distribution) 24
    9. Market Risks 25
    9.1 Threat of new entrants 25
    9.2 Rivalry among competitors 25
    9.3 Bargaining power of buyers 25
    9.4 Bargaining power of suppliers 26
    9.5 Threat of substitute products 26
    10. Financial Highlights 27
    10.1 Start-up Summary 27
    Table 6 – Start-up Summary 27
    10.2 Projected Break-Even Analysis 28
    Table 7 – Projected Break-Even Analysis 28
    10.3 Pro Forma Profit and Loss 29
    Table 8 – Pro Forma Profit and Loss 29
    10.4 Pro Forma Cash Flow 30
    Table 9 – Pro Forma Cash Flow 30
    10.5 Pro Forma Balance Sheet 31
    Table 10 – Pro Forma Balance Sheet 31
    References 32
    Appendix 34
    Figure 5 - Preferred Methods of Shopping (Global) 34
    Figure 6 - The Nielsen Global Survey of Digital’s Influence on Grocery Shopping (2012) 35
    Figure 7 - B2C E-Commerce Sales Share Worldwide 36
    Table 11 - Fixed and Variable Costs 37

    References

    Accenture (2011). Asia Consumer Product Trends: Implications for Retailers and Manufacturers. Retrieved from: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Emerging-Trends-Online-Version.pdf

    Corsi, Vic (2011, June). Marketing to the Modern Asian Woman: Trends to Watch. Retrieved from: http://www.wpp.com/wpp/marketing/branding/marketing-to-the-modern-asian-woman/

    Cosmetics & Toiletries Science Applied (2013, June 26). Demand for organic beauty to grow to over $13 billion by 2018. Retrieved from http://www.cosmeticsandtoiletries.com/formulating/category/natural/Demand-for-Organic-Beauty-to-Grow-to-Over-13-Billion-by-2018-Report-Says-213160491.html

    Łopaciuk, Aleksandra and Łoboda, Mirosław (2013, June). Global beauty industry trends in the 21st Century. Retrieved from http://www.toknowpress.net/ISBN/978-961-6914-02-4/papers/ML13-365.pdf

    The Nielsen Company (2013, July). New Wealth, New World; How and Why We Shop Around The Globe. Retrieved from: http://es.nielsen.com/site/documents/NielsenGlobalConsumerReportJuly2013.pdf

    The Nielsen Company (2012, Quarter 3). State of the Asian American Consumer. Growing Market, Growing Impact. Retrieved from: http://www.nielsen.com/content/dam/corporate/us/en/microsites/publicaffairs/StateoftheAsianAmericanConsumerReport.pdf
    The Nielsen Company (2012). Find out what shoppers really think with shoppers trends 2012. Retrieved from http://tw.en.acnielsen.com/documents/ShopperTrends2012TWen.pdf

    Transparency Market Research (2013, June 26). Organic personal care products market for skin care, hair care, oral care and cosmetics - global industry analysis, size, share, growth, trends and forecast, 2012 – 2018. Retrieved from http://www.transparencymarketresearch.com/organic-personal-care-products.html

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