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研究生： 唐瑪
Hoehl, Thomas
論文名稱： 創設實用之非小說書籍平臺
Business plan – A platform for non-fiction book summaries
指導教授： 尚孝純
Shang, Shari
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： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 66
中文關鍵詞： 非小說 、書籍 、平臺
外文關鍵詞： Non-Fiction, Book, Platform
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    • The venture addresses the common phenomenon of people having no time or not being able to concentrate to read lengthy business and personal development books.
    This represents a dilemma for many professionals, students and many other people alike because the demands in the realms of professional and working skills surge continuously, driven by global competition and increasing social and economic dynamics.
    The company aims to solve this problem through offering highly condensed summaries of business, personal development and eventually spiritual books on an intuitive e-commerce web-platform.
    The summaries rely heavily on visualization techniques following the venture’s unique and proprietary summarization guidelines. A key feature of the summaries is their quality – think of the level of professional consulting presentations.
    Summaries are monetized through individual and subscription sales via B2C and B2B channels and mainly marketed to white collar working professionals and students in first and second world economies.
    The business model is a push model, where content is created to satisfy a presumed demand. A pull model, where users generate content on a provided platform, entails interesting advantages and elements of this idea might be incorporated at a later stage.
    The financial projections are characterized by two years of negative cash flows, which stem from initial investments in the summary database, building the platform and brand, followed by strong positive inflows as user numbers grow. The projected 5-year NPV in the baseline scenario and a 35,000 USD investment in year 1 is 320,000 USD at a 20% discount rate while the IRR is close to 100%.
    Key risks pertain to quality of summaries, relationships with key content creators and the challenge to create momentum.

    List of Figures 3
    List of Tables 4
    Executive Summary 7
    Business Model Canvas 8
    1. Market Analysis 9
    1.1. Introduction to the Non-Fiction Book and Summary Markets 9
    1.2. The Non-Fiction Book Summary Market Environment 9
    1.3. Competitor Analysis 14
    1.4. Target Customers 18
    2. Business Description 19
    2.1. Motivation – Pain Points and Demand Gap 19
    2.2. Vision 20
    2.3. Mission 20
    2.4. Objectives 20
    2.5. Product Description 21
    2.6. Value Proposition – Problems Solved 24
    2.7. Push vs. Pull Business Model 24
    2.8. Partners 26
    2.9. Organization & Management 27
    2.10. Operations 28
    2.11. E-Commerce Platform & Infrastructure 34
    2.12. SWOT Analysis 37
    2.13. Strategy 38
    2.14. Marketing 43
    2.15. Sales 48
    3. Financial Summary 49
    3.1. Underlying Assumptions of Financial Model 49
    3.2. Sources of Income 50
    Costs 52
    3.3. Financial Results 54
    3.4. Sources and Uses of Funds 57
    3.5. Funding Request 57
    4. Risk Assessment and Mitigation 58
    4.1. Risk Analysis 58
    4.2. Mitigation Plan 59
    5. Action Plan and Growth 61
    Appendix A – Financial Models 62
    Appendix B – Sample Database by Content Categories 63
    References 66

    Books and Articles
    Boontanorm, T.N.; Pongpanich, C (2014). Business Plan Cookbook – A recipe for new business. Sasin Graduate Institute of Business Administration of Chulalongkorn University.

    Dunn, R., and Dunn, K. (1992). Teaching Secondary Students through Their Individual Learning Styles: Practical Approaches for Grades 7–12, Allyn & Bacon.

    Felder, R.M., Silverman L.K. (1988). Learning and Teaching Styles, Engineering Education.

    Dale E. (1969). Cone of experience, Educational Media: Theory into Practice. Charles Merrill.

    Hill, C. W. L.; Jones, G. R. Jones; Schilling, M. A. (2014). Strategic Management: Theory: An Integrated Approach 11th Edition. Cengage Learning.

    Joyce B., Showers B. (1981). Transfer of training: the contributions of coaching. Journal of Education 163.

    Online Articles and Statistics
    2015 U.S. Book Industry Year-End Review

    Adult Nonfiction Stayed Hot in 2016

    Angel Investing by the Numbers

    Apps such as Blinkist and Joosr cram an entire book into a 15-minute read

    Blinkist: books in brief app fails to impress | The National

    Condensed, or just dense? The apps that turn books into 15-minute reads | Books | The Guardian

    Do Visuals Really Trump Text?

    Lake Superior State University :: Parents :: Learning Styles

    Number of business books published in the U.S. 2013 | Statistic

    Smashwords: 2014 Smashwords Survey Reveals New Opportunities for Indie Authors

    Startup Financial Modeling: A Step-by-Step Guide Using XLS Template

    Studies Confirm the Power of Visuals in eLearning

    The Hot and Cold Book Categories of 2015

    The Nonfiction Book Revolution: Surprising Data for Authors | Nonfiction Authors Association

    U.S. Publishing Industry’s Annual Survey Reveals $28 Billion in Revenue in 2014 | AAP

    U.S. Publishing Industry’s Annual Survey Reveals Nearly $28 Billion in Revenue in 2015

    U.S. Book market January 2016

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