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研究生： 白歡悅
Claire Paria
論文名稱： 商業企劃書：藉由app尋找運動同好
Business plan of a mobile app for seeking sports friends
指導教授： 吳文傑
Wu, Jack
口試委員: 鄭輝培
Cheng, Terry
陳春龍
Chen, Samuel
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： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 95
中文關鍵詞： 手機應用程式 、運動 、認識人們 、雙語服務 、商業企劃書
外文關鍵詞： Mobile application, Sports, Meet people, Bi-lingual service, Business plan
DOI URL： http://doi.org/10.6814/NCCU202000989
相關次數： 點閱：98  下載：0 
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    • My idea rises from a common problem that I also faced when I arrived in Taiwan: most people want to do sport, but often lose motivation after some time, not managing to keep up with their resolutions. This is mainly due to the lack of motivational support during the activity, or also because of the difficulty in finding other players to do team sports. Different schedules, skill levels, interests are only a few of the reasons that push people, in general, to give up time for sports. It is even harder for exchange students or expatriates when they move to another country where they do not know anybody, any sports clubs, and do not speak the language. In addition to that, I noticed that Taiwan gathers an impressive number of exchange students and many public sports facilities and fields. I have also noticed that many Taiwanese are looking for English-speaking ‘friends’ to talk to, to improve their English. From these observations I decided to work on ‘S-Match!’, a mobile application aiming at bringing together locals and expatriates through sports and improving both their mental and physical health. My service is primarily aimed at young, outgoing people (18-34 yo) who are used to using mobile apps, who like sports and who want to speak English. Through an intensive marketing campaign and partnerships with universities, I intend to reach a broad part of my target market within 2 years. My revenue will come from a Freemium business model, and from ads on the app.
    My thesis includes the entire business model for this application, from a general description of the company to the market analysis, going through the operational, marketing and financial plans. The major goal was to evaluate the feasibility of the project.

    1. General Company Description 1
    1.1. Mission Statement 1
    1.2. Company History 1
    1.3. Business Philosophy 2
    1.4. Company strengths and core competencies 2
    1.5. Legal forms of ownership 2
    2. Product and Services 4
    2.1. Technical Specifications 4
    2.2. Logo 5
    2.3. Pricing strategy 6
    3. Industry Analysis 7
    3.1. Industry Definition 7
    3.2. Total size of the Market 7
    3.3. Nature of Industry Participants 11
    3.4. Concentration / Fragmentation of the Industry 12
    3.5. Growth potential and opportunity for a business of your size 13
    3.6. Barriers to Entry the Industry and Solutions to Overcome them 16
    4. Target Market selection 18
    4.1. Market Fragmentation 18
    4.2. Targeted Market Size 25
    4.3. Current Demand and Trends in the Targeted Market 29
    4.4. Competitors Analysis 31
    5. Marketing Plan 36
    5.1. Positioning strategy 36
    5.2. Promotion 36
    5.3. Annual Promotional Budget 38
    5.4. Pricing Strategy 39
    5.5. Distribution and Sales 40
    6. Operational Plan 45
    6.1. Management Team 45
    6.2. Company Development & Structure 46
    6.3. Pay structure 48
    6.4. Operations Model and Strategy 48
    6.5. Universities’ Incubators 50
    6.6. Customer service 51
    6.7. Business Location 51
    6.8. Government Regulations 51
    6.9. Intellectual Property 52
    6.10. Facilities and Equipment 53
    7. Personal Financial Statement 54
    7.1. Assumptions sheet 54
    7.2. Startup Expenses and Capitalization 57
    7.3. Income Statement 60
    7.4. Balance Sheet 65
    7.5. Cash Flow Statement 69
    7.6. Ratio analysis 72
    7.7. Break even analysis 73
    8. Exit 75
    Reference 76
    Appendix 80

    How to launch an app:
    https://thinkmobiles.com/blog/how-start-app-business/
    Business plan advices:
    https://www.entrepreneur.com/article/281416
    https://bpifrance-creation.fr/entrepreneur/register?profil=entrepreneur
    https://www.creer-mon-business-plan.fr/business-plan/application-mobile/etude-de-marche
    Definitions:
    https://www.investopedia.com/terms/b/business-relations.asp
    https://blog.hubspot.com/marketing/inspiring-company-mission-statements
    smaato.com
    https://whatis.techtarget.com/definition/direct-competitor
    http://latticelabs.com/blog/2013/09/premium-freemium-subscription/
    Market:
    Appannie.com
    Xerfi
    Statista.com
    https://www.alliedmarketresearch.com/mobile-application-market
    localytics
    https://themanifest.com/mobile-apps/mobile-app-usage-statistics-2018
    inMobi
    comScore” Foreign students in Taiwan 10% of total university and college students in 2018
    InterNations 2019 Expat Insider Survey
    Taiwan.gov.tw
    https://www.worldometers.info/world-population/taiwan-population/
    Competitors:
    https://play.google.com/store/apps/details?id=com.rovo.rovo&hl=en_US&showAllReviews=true
    https://apps.apple.com/us/app/rovo-find-sports-buddies/id1044009295
    https://rovo.co/home
    https://play.google.com/store/apps/details?id=com.meetup&hl=fr
    https://apps.apple.com/us/app/meetup/id375990038
    https://www.meetup.com/fr-FR/
    Toledano, Margalit (2017). "Emergent methods: Using netnography in public relations research". Public Relations Review. 43 (3): 597–604.
    Toledano, Margalit; Maplesden, Alexander (May 24, 2016). "Facilitating community networks: Public relations skills and non-professional organizers" (PDF). Public Relations Review.
    Legislation:
    https://fyxes.com/taiwan-regulations/
    https://www.taipeitimes.com/News/taiwan/archives/2018/05/15/2003693112
    https://www.legal500.com/doing-business-in/taiwan/
    https://shieldgeo.com/setting-up-a-company-in-taiwan/
    https://www.businessnewsdaily.com/8163-choose-legal-business-structure.html
    Thesis approved:
    CompareMe: An E-Commerce Platform assisting with the integration of foreigners in Taiwan – Sutdent: Redwan Halim – Teacher: Jack Wu – June 2018 – N. 10745
    Business Plan of Diabetes Management App – Student: Chih Keng Lai – Teacher: Jack Wu – June 2018 – N. 10742
    The Pricing Strategy of the Gyms in Taipei – Student: Heather Lin – Teacher: Jack Wu – July 2017 – N. 10625
    Business Plan: 2minutes2claim – Student: Stanislas Soulié – Teacher: Dr. Glen H. Brodowsky - June 2018 – N. 10713
    Business Plan for the Smarter Greenrobe Mobile Application – Student: Tina Chang – Teacher: Jack Wu – June 2016 – N. 10538
    Interviews:
    My Room Abroad – Sébastien DE LOPHEM, COO & Co-Founder
    PlayCity mobile application - Nikola OBRADOVIC, Co-Founder
    Articles:
    Taiwan News – “Foreign students in Taiwan 10% of total university and college students in 2018”
    Financial part:
    https://www.quora.com/How-much-money-does-a-free-app-make-from-advertising
    https://www.appstud.com/fr/guides/agence-mobile/app020/
    https://www.app-press.com/blog/whats-the-cost-to-maintain-an-app https://www.creativebloq.com/features/best-laptop-for-programming
    https://www.techradar.com/news/best-dedicated-server-hosting-providers
    https://www.techrepublic.com/blog/software-engineer/app-store-fees-percentages-and-payouts-what-developers-need-to-know/
    https://tradingeconomics.com
    https://www.theverge.com/21250695/best-laptops
    https://www.webfx.com/how-much-does-social-media-advertising-cost.html
    Others:
    https://www.journalducm.com/generations-x-y-z/
    Wikipedia

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