這個嬰兒出生紀念品的事業計劃來自於新生兒的父母親對於小寶寶出生時的感動:父母想要把小寶寶的某個時刻或物品保留下來，比如說小寶寶出生時的腳印，但這種物品通常只是當成裝飾品而沒有實用價值。市場調查後本事業計劃提出二種嬰兒出生紀念品，一是可供父母日常使用又可紀念寶寶的出生；另一是可送給寶寶做為出生禮物且可增加父母照顧嬰兒的便利性。經過市場區隔後，本事業計劃提出針對不同目標顧客的溝通策略。由目前公司單純且穩定的收益模式及未來公司的產品發展及市場擴展方向，本事業應可正向穩健成長

The business was inspired by keeping abreast of the demand of newborn babies’ parents who want something to celebrate or memorize an unforgettable moment of baby’s birth. To enhance the convenience, the company has developed and launched practical functions to help the parents take care of babies easily, not just for decoration. The business is positive to start by developing baby birth mementos in Taiwan as an entry to the market. According to the customer survey, there are the two types of products for the company to provide in the market and the price is also acceptable and affordable for the potential customers. The business plan also provides the marketing strategy to approach the potential customers from different market segments. The financial projections present the expectation of investment return. With the current operational status and long-term aim of the company, the business optimism is soaring with confidence.

Approval Sheet-------------------------------------------i
Abstract – (Chinese Version)-------------------------ii
Abstract – (English version)--------------------------iii
Table of Contents---------------------------------------iv
Table of Tables------------------------------------------vi
Table of Figures----------------------------------------vii
Chapter I Executive Summary----------------------1
Chapter II Market Analysis-----------------------3
2.1 Market Scale Evaluation------------------------3
2.2 SWOT and TOWS Analysis--------------------9
2.3 Target Market-------------------------------------18
2.4 Competitor Analysis-----------------------------23
Chapter III Market Strategy----------------------27
3.1 Position Strategy---------------------------------27
3.2 Market Place Strategy--------------------------30
3.3 Price Strategy-------------------------------------32
3.4 Promotion and Communication Strategy---35
Chapter IV Current Operational Status-------40
4.1 Business Model-----------------------------------40
4.2 Income Sources----------------------------------42
4.3 Management Organization Charts-----------43
Chapter V Long Term Aim of Business------47
5.1 Product Development Plan--------------------47
5.2 Market Expansion Plan-------------------------49
5.3 Human Capital Recruiting Plan---------------50
Chapter VI Financial Projections---------------52
6.1 Breakeven Point Projection--------------------52
6.2 Income Statement Projections----------------54
Chapter VII Self-assessment---------------------57
Reference-------------------------------------------------58
Appendix --------------------------------------------------61

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