指導教授：黃俊堯臺灣大學：企業管理碩士專班曾彥慈Tseng, Yen-TzuYen-TzuTseng2014-11-302018-06-292014-11-302018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/263736Digitalizing menu is a business plan that aims to achieve market efficiency by utilizing current technology. The idea is to operate as an intermediary between customers and food providers for ordering food online. Thanks to increasing prevalence of Wi-Fi and mobile devices, the way of purchasing goods is changing. As online shopping and e-commerce become one of the most thriving businesses in recent years, market opportunities for online food ordering business exist. Customers look for convenient way to buy meals while food providers pursue a larger size of market and customer base and effective ways of marketing. Nowadays, online meal ordering business is at its pioneering stage. Challenges lie in the integration of food providers’ operations and their thoughts toward the application of information technology. Once fundamental problems are overcome, it is likely to achieve exponential growth. Owing to the readiness of internet infrastructure development, it is the right time to run such a business. Our company, Menu, is presented to offer a new and fantastic experience in selecting and ordering your preferred food through numerous digitalized menus.CONTENTS ABSTRACT i CONTENTS ii LIST OF FIGURES v LIST OF TABLES vii Chapter 1 Executive Summary 1 1.1 Mission 1 1.2 Objectives 2 1.3 Keys to Success 2 Chapter 2 Introduction of the Enterprise 3 2.1 Introduction 3 2.2 Vision 3 2.3 Start-up Summary 3 Chapter 3 Product and Service 6 3.1 Product and Service Description 6 3.2 Business Model 11 3.3 Technology 17 3.4 Future Products and Services 17 Chapter 4 Market Analysis 19 4.1 Target Market Analysis 20 4.2 Market Segmentation 23 4.3 Industrial Analysis 28 Chapter 5 Strategy and Implementation 47 5.1 Strategy Pyramids 47 5.2 Competitive Edge 49 5.3 Platform Strategy 51 5.4 Marketing Strategy 54 5.5 Sales Strategy 59 5.6 Strategic Alliances 62 5.7 Milestones 63 Chapter 6 Organizational Management 65 6.1 Organizational Structure 65 6.2 Personnel Plan 65 Chapter 7 Financial Plan 67 7.1 Important Assumptions 67 7.2 Breakeven Analysis 68 7.3 Projected Profit and Loss 69 7.4 Projected Cash Flow 72 7.5 Projected Balance Sheet 73 7.6 Business Ratios 75 7.7 Sensitive Analysis 76 7.8 NPV Analysis 77 Chapter 8 Exit Strategy 78 Chapter 9 Conclusion 79 REFERENCES 80 APPENDIX 822815941 bytesapplication/pdf論文公開時間：2014/01/27論文使用權限：同意有償授權(權利金給回饋學校)商業計畫thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263736/1/ntu-103-R00749025-1.pdf