1. Executive Summary 1
2. The company, objectives, and management team 2
2.1 Company Profile 2
2.2 Mission 2
i.) Value Proposition: Brand owner of products distributed by Riddle.com.tw 2
ii.) Value Proposition: Other distributors and independent designers 2
iii.) Value Proposition: Consumers 2
2.3 Vision 3
2.4 Business Objectives 3
2.5 Management Team 3
3. The market and target audience 5
3.1 Market Analysis 5
3.2 Consumer Behavior 11
3.3 Gift Market and Consumer Gift Purchase Behavior 15
3.4 Target Audience 18
4. The product and Services 21
4.1 Business Scenario 21
4.2 Business Model Concept – Riddle.com.tw 23
4.3 The Product Offerings 24
4.3.1 Riddle.com.tw’s own distributed brands and products 27
4.3 Key partners – Distributors of premium foreign brands and independent designers 30
4.4 Design Themes for Riddle.com.tw 32
4.5 Website Design Concept 33
5 Marketing & Sales 39
5.1 Marketing Objectives 39
5.2 Marketing Strategies 39
5.2.1 Co-Branding 40
5.2.2 Social Media 41
5.2.3 Search Engine Optimization 42
5.2.4 Word of Mouth 44
5.2.5 Customer Loyalty Programs 44
5.2.6 Online Advertising (Paid Media) 45
5.2.7 Cross Promotions 46
5.3 Competition 47
5.3.1. Competitive Analysis 48
5.4 SWOT Analysis 49
5.5 Pricing Strategies 50
6 Operational Plan 52
6.1 Company Setup and Domain Name Registration 52
6.2 Online Shop Planning and Development 52
6.1 Import Tariffs, Shipping and Handling 58
6.2 Employees 59
7 Financial 61
7.1 Startup Milestone and Cost Analysis 61
7.1 Demand & Sales Forecast 61
7.2 Financial & Cash Flow Projections 65
7.2.1 The Cost Of Goods Sold 65
7.2.2 The Selling, General & Administrative Expenses 65
7.2.3 Funding 65
7.2.4 Break Even Analysis 66
7.2.5 Cash Flow Budget 67
7.3 Profit and Loss Projection 69
8 Conclusion & Potential Risks 72