在早期僅有三家無線電視台的時代，電視公司坐擁一切資源，是強勢主導廣告市場的「賣方」。但是，隨著有線電視的普及與第四家無線電視台進入市場，整個媒体購買生態已由「賣方市場」轉變為「買方市場」，「收視率」數據，被電視台主管認為是廣告主決定下廣告比例的依據。 　　但是，收視率調查原本是為因應廣告主需要一個公平、合理的訂價系統而產生的參考數據。若真要完全以收視率決定媒體購買，那麼在收視率上吃虧有線電視的節目，便不足以吸引廣告主與廣告代理商。但是，有線電視卻以CPRP的賣法，突破收視率不足的困境，廣告量逐年上昇，在2000年甚至超越了無線電視台。所以廣告主與媒體購買公司在媒體購買上，除了收視率外，必定另有考量。 　　本研究主要在探討收視率調查於廣告主、廣告代理商及媒體購買公司，在電視媒體廣告購買決策上的應用。在收視率調查方法不斷改進，及電視產業面臨多頻道競爭與重組的變化之際(黃葳葳，1999)，廣告主、廣告代理商及媒體購買公司對收視率數字的解讀有何轉變？ 　　因為廣告媒體策略的擬定，向來偏重實務工作而少理論論述，故本研究藉訪談廣告主內部專職電視廣告媒體策略之決策人員，及於廣告代理商或媒體購買公司任職之資深人員—涵蓋媒體研究、媒體企劃及媒體購買三個部門，還有電視台業務部、收視率調查機構之執行者，勾勒出研究問題之全貌，並且有以下的發現： 　　一、影響廣告主及媒體公司購買決策的因素： 　　　1、廣告主的企業內規：有效到達、成本效益、購買附加價值 　　　2、媒體的經營作為：即節目收視率和品質的表現、業務企劃能力。 　　二、收視率在媒體企劃上被當作是： 　　　1、專業媒體企劃人員為廣告主做廣告預算分配、媒體選擇的參考依據： 　　　2、專業媒體公司說服廣告主接受媒體企劃的依據： 　　　3、廣告主評估媒體投資效益的基準： 　　　4、廣告主評估媒體購買公司績效的指標：

在選舉活動期間，除了政黨原有的形象及候選人本身的條件之外，政黨的支援及候選人的特質，會影響選舉的結果，而突顯個人的特質及形象已是成為勝選的關鍵，當競選廣告商業化，便牽涉到廣告及媒體問題，且競選廣告預算已是選舉經費的重要支出，是故競選活動不再單純，則必須透過更積密的思考及策略的運用，方能呈現效果，且不會形成浪費。 本研究將著重於競選廣告媒體策略運用的分析，並採用次級資料蒐集法，研究1994～2002年整體競選廣告及各政黨競選廣告的投資趨勢、省市首長選舉、總統選舉及立委選舉的廣告量及媒體媒體策略，並試圖找出選舉活動申媒體策略運用方式的差異性。 綜觀研究結果發現，競選廣告量投資呈現逐年增加的趨勢，依此推論競選廣告已成為競選活動申的重要訊息傳遞工具。據研究結果發現，不同年代候選人及不同政黨之競選廣告均有差異，除了不同年代因選舉環境及媒體環境的影響外，競選廣告媒體使用的開放，導致競選型態的改變，著重於廣告投資及媒體安排，更強調有效的媒體策略。 在研究中分析出其政黨、候選人特質及候選人角色的差異，也會造成廣告投資量及媒體策略運用的落差，其中候選人特質可包括領導品牌、挑戰品牌及利基品牌，當候選人處於挑戰品牌的策略時，其廣告聲量較高，居挑戰地位的候選人媒體排期較長，媒體選擇採資源的集中;而政黨資源則包括選舉經費的充裕性、政黨的支援及政黨的規模，政黨規模愈大，資源愈豐富，候選人的廣告經費運用便無後顧之憂；而候選人角色（即連任者及參選者），也對廣告量投資及媒體策略運用有不同的影響，例如參選者多較積極，採攻擊策略，且廣告量投資較多，而尋求連任的候選人，則以退為進，採保守策略。 此研究結果可提供未來競選廣告媒體策略規劃的參考，而未來的媒體策略規劃則更需因應不同競選活動及候選人特質，做最佳的媒體規劃，發揮最大效果。 關鍵字：競選廣告、媒體企劃、媒體策略

This business plan has been prepared to provide the reader with information about WTF (Wonderful Taiwan Flavour) Taiwanese Culture and Goods Business Plan, including business structure, company goals, projected growth, financial plan, start-up costs, an investment analysis and the industry trends. WTF (Wonderful Taiwan Flavour) Incorporation is a business entity that provides Taiwanese culture and goods in a restaurant business. It’s a brand new concept and I will bring Taiwanese culture along with this business to overseas, including China, Asia, America and Europe. I tend to re-shape Taiwanese culture with a contemporary, modern food and goods instead of a conventional ways. I’d like to bring these modern Taiwanese flavour to the world. Focused on quality food, good experience, good service, cultural environment and space to bring the joyfulness to our guests, WTF Inc. will be the first Taiwanese cultural theme restaurant export to overseas. WTF Inc. WTF is seeking seed capital of NT$ 7.12 million for initial company operations. WTF Inc. projects gross sales of NT$ 417.63 million and a net income of NT$94.3 million in year 5, with and NPV of NT$ 19.8 million, a payback within 18 months and an IRR of 84%. The initial investor will receive an equity stake in the company and preferential rights to invest in subsequent equity rounds.

The business plan will describe the opening of a brand new convenient store to our fast paced and busy customer who wishes to get all grocery and non-grocery needs in one stop while sitting in the vehicle available 24 hours. Some customer may choose to enter the store during the day to self-service the product needed but it will only be offered during business hours. The convenience store will be called D’ Pasadita (meaning on the go or quick stop) located in Km 6.5 to Masaya Road. The strategic location of D’ Pasadita will set a new service trend with a specialized fast service at a major traffic highway maximizing the opportunity to gather different target markets like: residents, commuters, and tourists. The initial investment for D’ Pasadita will incur on U$ 244,075. This amount will cover the cost of assets, operating costs, working capital and other miscellaneous costs.

Jack Derby of Derby Management claims that a sound Business Plan is necessary for the owner as well as the assembled team to start a business and incorporate it. And the actual process of planning is the key to creating a workable Business Plan. The Business Plan consolidates management direction, provides debate and consensus, guides for potential crisis and acts as the company’s scorecard. A well thought out Business Plan is particularly crucial in order for a start-up to secure funds, as it contains disciplined balance, logical vision, financial projections, blue print for now as well as 3-5 years out, formal but accessible and not least creative. These are but some of the criteria for funding. In this project, I will explore how to plan, research and develop a workable model for a Business Plan. In particular, I will focus on devising a business model which describes the rationale of how an organization creates, delivers, and captures value – economic, social, or other forms of value with its market offering. Such a study should give insights into the workings of potential business entity that can excel in Asia Pacific, and break into global market too.

Currently SMS is the most popular one for text messaging market, and the traffic of SMS was 5.9 trillion messages in 2011 which occupies 64.1% of the global text market. According to the research from Informa, the market share of SMS will down to 42.1% in 2016. At the same time, global mobile instant messaging traffic will increase from 1.6 trillion messages in 2011 to 7.7 trillion messages in 2016, doubling its share of global messaging traffic from 17.1% in 2011 to 34.6% in 2016. The number of IM users in 2011 reaches 2.6 billion and there are various kinds of instant messaging application available in market already. Each IM application tries to focus on the different features to differentiate from other competitors. Some IM applications are focusing on the computer users like MSN or Skype and others are focusing on the mobile device users like Whatsapp or Line. ChatInn provides a new way to help people to keep communication between different platforms. Whatsapp, one of the major competitors of IM service provider, after reaching 1m users by the end of 2009, Whatsapp’s downloads increased tenfold during 2010. The company does not reveal its current user numbers but analysts assume it is in the tens of millions. ChatInn is a web base instant messaging service which can work on the computers and the mobile devices. ChatInn’s goal is to provide a quick, simple and a safe way for person who wants a quick short meeting or chatting. Not like other IM applications, ChatInn doesn’t require the installation or the complicated registration to be able to use this service. For the new user, the only required information is the username and password, no other personal information is needed. To host or start a short meeting or chatting, the user only needs to send out the meeting url link which is generated by ChatInn to the target contact. The target contact could just simply click on the link from the computer or mobile device to enter the meeting or chatting. ChatInn also provides the app for mobile device users which allow the user could be always contacted online just like other IM apps. ChatInn is expected to reach 100K users in 6 months and more than 1 million users in the 3rd year of operation. Advertising will be the major profit center, and it highly depends on the size of user base. There will be net profit in the end of 2nd year and will generate net profit of 5.29M. When the active users keep growing steadily, ChatInn would start global marketing promotion as well in order to keep expending the business scale.

The vitamin supplement industry is expected to grow by 4% a year through 2015 according to the Nutrition Business Journal (NBJ), with the vitamins and sports segments expected to grow even quicker. Healthy Life Inc. is an e-commerce nutrition supplemental company designed to become the market leader in Web based sales of naturopathic and homeopathic nutritional supplements. The company is located in Taipei, Taiwan. Although many Internet companies have recently failed, the Internet is still poised to support e-commerce retailers. Most of the dot-coms failed because of too easy access to capital and unproven business models with no true revenue streams. Healthy Life Inc. will overcome these problems with an easy-to-use website and an efficient distribution system. In the next three years, Healthy Life Inc. intends to create to create an icon e-commerce brand through laser-focused marketing and will grow to $319,000 in revenue.

台灣纜繩滑水場營運企劃書 / The purpose of this document is to illustrate a highly successful investment opportunity in the area of sports entertainment, family attraction & lifestyle for Taiwan. This business plan proposes to build and operate the first Cable Wake Park, a water sports park in Taiwan, located in the South of Taiwan at Kaohsiung Lotus Lake. Estimated cost of total investment is US$ 1, 5 Mio. with an estimated 15.17 % internal rate of return on investment and a discounted payback period of 9 years. Core business of the startup company ‘Taiwan Wake Park Ventures (TWPV)’ will be the operation of the Cable Wake Park, the integrated pro shop for water sports & lifestyle products, hosting national and international events as well as the development of a profitable food & beverage (F&B) concept. Operational and technical Know How will be provided by the experienced management team of TWPV as well as the cableway supplier. The first Cable Wake Park shall be built at the Lotus Lake in Kaohsiung, a major tourist destination, within an area of approx. 4-5 ha. Once built a newly established company ‘Kaohsiung Wake Park Ltd.’ will be responsible for all aspects of operations, maintenance, sales & marketing for the duration of the site lease. Cable Wake Parks’ main anchor attraction is a unique overhead cable system that allows 7-8 waterkskiers/wakeboarders to be pulled at one time without the need for a boat. Wakeboarding/Waterski is a surface water sport which involves riding a wakeboard/waterski over the surface of a body of water. It was developed from a combination of water skiing, snowboarding and surfing techniques. Wakeboarding has gained popularity worldwide especially due to the innovation of the cableway which offers an environmental friendly solution to promote the sport and lifestyle to a wide range of the population. Riding obstacles in the water is very popular among young people and increases the attractiveness for spectators. Cable Wake Parks also various side-activities for a wide range of customers from 3 to 93 years old. Key customers are local population, school students, recreational people, sports enthusiasts, corporate groups and tourists. The business takes advantage of the growing population actively involved with water sports such as surfing and diving, as well as the recent development of an outdoor leisure lifestyle in Taiwan. International and national waterski/wakeboard competition, sport clubs, training courses for schools and sponsored events will help the overall marketing and promotion strategy. With more people enjoying cable waterskiing/wakeboarding our business will be more and more profitable. Marketing and Public relations possibilities are endless because of the uniqueness of the product. Cable Wake Parks represent a new lifestyle trend. There are over 200 Cable Wake Parks all over the world [1], over 70 cable installation in Germany alone, and more are on the drawing board in many countries. The project concept is based on long-term Know How and experience of world leading German cableway manufacturer and consultants. The International Olympic Committee has recognized Cable Wakeboard and already included it in the pre-Olympic group of sports. Total number of officially competing Cable skiers and Cable wakeboarders is approximately 360,000 worldwide [2]. Official national and world championships are arranged in 25 countries each year. The international promotion of the sport will support to grow our business and open future opportunities for Cable Wake Parks in Taiwan. Other cities such as Taichung and Taipei have already expressed their interest to build Cable Wake Park facilities and we see potential for franchise opportunities and future growth of Cable Wake Park Ventures Taiwan.

慢慢来 is an innovative breakfast restaurant that proposes a large range of tasty breakfasts inspired by Taiwanese and French cuisines. 慢慢来 is located in the district of Jussieu, in the center of Paris, France. It caters to the city-dwellers who start their days early but often skip breakfast for lack of time or options. Breakfast has been shown to be the most important meal of the day. The idea is to export the Taiwanese tradition of eating out for breakfast to France, where there are little options during morning. Moreover, 慢慢来 also introduces fusion cuisine, by including Taiwanese born dishes into the French traditional menu. 慢慢来 ensures to provide quality and tasty breakfasts to start the day on the right feet. Its location in the center of Paris in a student district makes it a convenient and pleasant place to enjoy this first meal of the day that is too often neglected. Because it is opened all day long, it is also an original alternative to lunch or snacking. 慢慢来 also provides a delivery service to individuals and companies.

於台灣設立法國品牌商品專營店之商業企劃書 / The purpose of this document is to properly and realistically develop a business plan to establish an online store selling Pylones (French branded company) products in Taiwan, which includes various gift ideas with creatively designed everyday commodities in Beauty, Office, Tableware, and Kids product categories. Through detailed market analyses, promotional marketing strategies and operational plans, financial projections will be made to indicate how the business is likely to progressively operate as a special franchise of Pylones France. The business plan, for the company which will presumably be named Pylones-Taiwan.tw, includes business startup information, product categories, marketing strategies, pricing plan, operations structuring, and financial analyses. This new startup business will be operated on a virtual platform as an online store with a variety of Pylones goods/gift selections offering various payment methods. The keys to the success of Pylones-Taiwan.tw are the thorough market analysis and strategies including social media tactics and promotional plans on attracting visitors and create more online traffic, target the right audience, maintain within the top search results with keyword search, leverage social media to build brand awareness, and build brand loyalty through customer relationship management tool. A great deal of efforts will be put into Internet marketing campaigns to maximize the exposure of the brand and products. Based on observations taken at a physical Pylones store in Paris, sales forecast was made to be NTD 5,113,260 in the first year (with consideration of country GDPs), and using the NPV rule to calculate the cash flow over the five year period, the NPV would turn out to be NTD 8,330,160. And by utilizing the sensitivity analysis method, it has been indicated that the actual sales will greatly affect the cash flow, thus generating sales to meet the sales forecast is the most important mission in this business scenario. With the one of the kind design elements, durable functionality and quality, Pylones-Taiwan.tw will leverage the power of social media as one of its main marketing strategies to open the door and create a world for targeted potential audiences. And with the projected financial figures, once established and following the strategic plans, Pylones-Taiwan.tw is heading towards prosperity, continuous growth, and sustainability.