本篇論文/商業計劃案要旨為透過在高雄港定期舉辦之遊艇派對，探究如何建立與衡量一個成功、可獲利的商業模式。同時，也仔細觀察、研究在地市場與商業環境，以期能成功駕馭並開發出可成功獲利且永續經營的商業模式。

This thesis/business plan aims to explore how a profitable business can be developed and scaled by holding periodic boat parties in the Kaohsiung harbor. It also aims to study the local market and environment in order to harness them to develop a profitable and sustainable business. The success of this business is possible through the combination of the beauty and accessibility of the Kaohsiung Harbor and the lack of attractive nightlife options in the city. By hosting monthly boat tours in a “floating nightclub” experience on a 144 person capacity tour boat every month, we have presented a unique alternative for those looking for something different to do in Kaohsiung.
I will go on to describe the major components of the boat party business, including the features, location, price point, marketing strategies, themes and more. It will paint a clear picture of how this business profited by through a multifaceted marketing approach, established relationships in the nightlife events industry with a fresh and innovative idea.
A substantial portion of this business plan is devoted to the marketing strategy. An innovative marketing approach was implemented using social media via a full-fledged Facebook marketing strategy, which was a large contributor to the success of the venture. Through social media marketing, a wide audience was reached, ensuring several sold out events that were just as much fun to attend as to organize.

Table of Contents
Chapter 1 Executive Summary………………………………………………………….………….. 1
Chapter 2 Company Description……………………………………………………………………3
Business Description…………………………………………………………………………………….3
Chapter 3 Product Description……………………………………………………………………..5
Quality Function Deployment…………………………………………………………………..6
Process model blueprint………………………………………………………………………….15
Service Failure Analysis……………………………………………….………………………….16
Resource Model………………………………………………………….……………………………17
Chapter 4 Market Analysis…………………………………………….………………………………19
Customer Segmentation…………………………………………………………………………..19
Kaohsiung demographics…………………………………………………………………………22
Re-attendance…………………………...…………………………………………………………….22
Competition Analysis……………………………………………………………………………….23
Porter’s 5 Forces……………………………………………………………………………………..25
Chapter 5 Strategies and Implementation……………………………………………………...28
Promotional Channels……………………………………………………………………………..29
Business Model Canvas……………………………………………..…………………………….38
Marketing Mix………………………………………………………..……………………………….40
SWOT Analysis……………………………………………………..………………………………...42
Chapter 6 Management Team……………………………….……….……………………………….47
Partnerships……………………………………………………………………………………………48
Chapter 7 Financial Analysis…………………………………………………………………………51
Financial Requirements……………………………………………….…………………………..52
Taxes………………………………………………………………………………………………………53
Budget Summaries…………………………………………………………………………………..54
Twelve Month Income Statement……………………………………………………………..55
Five Year Projections……………………………………………………………………………….59
Works Cited …………………………………………………………………………………………...60
List of Figures
Figure 2.1 Guest/Event Relationship Cycle……………………………………………...4
Figure 3.2 The Blue Whale Luxury Tour Boat…………………………………………..11
Figure 3.3 DJ Set up on Deck……………………………………………………………12
Figure 3.4 Guests in Costume for the Halloween Boat Party……………………………12
Figure 3.4 Flyer for a Brickyard event…………………………………………………...14
Figure 4.1 Bass Kitchen Boat Party Event in Taipei…………………………………….24
Figure 5.1 On a Boat Party Facebook Fan Page…………………………………………31
Figure 5.2 Facebook page “Like” statistics and demographics………………………….31
Figure 5.3 Facebook Event Page………………………………………………………...34
Figure 5.4 Website home page…………………………………………………………...37
Figure 6.1 Management Heirarchies……………………………………………………..47
Figure 6.2 Brickyard Partnership Cost Benefit Analysis………………………….……..50
Figure 7.1 Reduced risk with ticket presale……………………………………………..52
List of Tables
Table 3.1 Quality Function Deployment (QFD………………………………………….6
Table 3.2 Process Model Blueprint………………………………………………………15
Table 3.3 Service Failure Analysis………………………………………………………16
Table 3.4 Resource Model……………………………………………………………….17
Table 4.1 Boat Party Guest Demographics………………………………………………20
Table 4.2 Taiwan Population Pyramid for 2010…………………………………………21
Table 4.3 Customer Re-attendance Rate…………………………………………………21
Table 4.4 Porters 5 Forces Diagram……………………………………………………..25
Table 4.5 Boat Rental Fee Increase………………………………………………….…..26
Table 5.1 Promotional Pyramid …………………………………………………………28
Table 5.2 Guest Nationality Demographics………………………………………….…..32
Table 5.3 Fee structure for Ticketsource…………………………………………….…..38
Table 5.4 Business Model Canvas……………………………………………….………40
Table 5.5 Marketing Mix………………………………………………………….……..41
Table 5.6 SWOT Analysis……………………………………………………………….43
Table 5.7 Kenting Party Package……………………………….………………………..45
Table 6.1 Management Hierarchies……………………………….……………….…..53
Table 6.2 Brickyard/On a Boat Party Relationship Cost Benefit analysis…………..…..54
Table 7.1 Budget Summary……………………………….………………………..……54
Table 7.2 Budget Summary 2……………………………….…………………………...56
Table 7.3, 7.4 Twelve-Month Income Statement…………….………………………….57
Table 7.5 Five-Year Projections……………………………….………………………...59

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