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Final Lecture

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Test Results

Average: 81.85

Std. Dev: 9.55

Curve: Not yet, but:

Above 85: AAbove 80: GoodBelow 70. Not so good.

Test answers

How to improve your grade (get project)

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The paper

Presentation: – Please bind it / spiral bind. – Have a nice cover with company logo (color).

– Number of pages of text (not including figures): Not critical but is typically 30-40 (avg. 35).

– Have a table of contents

– Figures and Tables– All figures should be at the end. Tables can go in the text when small. At the end when large.

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I. Executive Summary

I. Executive Summary / Introduction –

This is the motivation, mission statement and brief summary of value proposition. You can also use this part to introduce the reader to the rest of the manuscript.

What is your website/business about? Your Mission Statement. What is your industry? Who are your customers? What products and services do you provide?What do you intend to accomplish?Why do you think this is a great unexploited opportunity? How do you differentiate yourselves from competitors? How do you do better than competitors? How do you defend against competitors?

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II. Industry Analysis

II. Industry Analysis. 1. Industry trends and statistics – online and offline. Focus on DFW if

appropriate. Cite your sources. (use tables instead of bullet points) Relevant economic or social trends: “In the next 24 hours, 1439 teens will

attempt suicide.” Statistics on the target market Breakdown of industry Major players in the industry.

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III. Competitor Analysis

III. Competitor Analysis Your chosen competitors to analyze. Break down into online and offline competitors

For each competitor:

A. History and background (business was established in 1996 by John Doe in Dallas, website registered in …).

The whois database http://www.internic.net/whois.html

How many customers do they have and/or geographical coverage B. Home Page description (with snapshot figure) C. Customer Information Collected (snapshot if possible) D. SW(ot) E. Revenue Model F. Analysis of website using 7 C’s

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IV. BUSINESS PROPOSAL

1. Value Proposition

– A. The main products and service

– B. Focal Benefits

– C. Target market (2 pages at least of detailed demographics– feel free to refer to the industry analysis for some statistics, but be detailed). Superficial treatment unacceptable.

– D. Rationale of why you can do better (detailed list of unique assets, resources, alliances. Feel free to list main points and postpone some discussion to the Resource Model (but have a sentence that indicates that).

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IV. Business Proposal (continued)

2. Online Offering – Refer to your egg diagram and describe it point by point.

3. Resource Model – Refer to your resource diagram and describe it item by item.

4. Revenue Model.

A. Pricing Strategy What is your pricing strategy (borrow from book or lecture if needed) – mkt price, cost

plus, price discrimination, two-part, bundling, auction What are your pricing tiers

B. A detailed breakdown of revenue sources (pie chart useful here). User-based (fees, subscription, purchase), provider-based (commission, advertising (what kind and how much). Detailed revenue estimates helpful.

5. Financial Forecasts

Be as detailed as you can. Five year plan good. Two year (this year and year 5) also acceptable. Explain assumptions.

– Have a table and explain the table, item by item.

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6. The Interface

A. Website Layout / Map/ Flow Chart. Explain. Take the reader through a scenario.

B. The 7 C’s.

Watch out for customization (what data are you collecting, how do you use it? What aspects of the experience are customized) and communities (detailed– use lectures).

C. Snapshots from your pages and discussion.

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7. The Marketing Plan / Branding / Traffic Building

1. The core2. The wrap-around3. The marketing communication (have a diagram of the first three).

– Use all four classes of levers (detailed)– Follow the steps (at least three steps: awareness, exploration, commitment) – Follow EXHIBIT 14.27.– Plan the relationship stages (pp. 588-589): Awareness, Exploration, Commitment

– Brand Recognition– Brand Knowledge– Eminence of product– Understanding– Active Learning– Desire– Intent– Familiarity– Spreading the Word– Community– Evangelism– Purchase

Other Traffic Building activities – Domain Names, Portal Presence, Design Hierarchies

Incorporate material from class lectures:

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What Is a Good Brand?

Brand Prestige

“Wrap-arounds”

Marketing Communications

CoreCoreProduct /Product /ServiceService

Mix of off-line and on-line advertising

Emphasizes advantages to AAdvantage memberships, including non-expiring miles and on-line services

Superior service AAdvantage frequent flier mile club Award winning Admirals Club lounges Comfortable chairs Portable defibrillators on every flight

Safe, on-time transportation from A to B

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Components of Brand Equity: 1. Brand Awareness 2. Brand Association 3. Customer Benefits 4. Firm Benefits

A good brand...

CUSTOMER BENEFITS Confidence Loyalty Satisfaction

FIRM BENEFITS Reduce marketing costs Increased margins Opportunity for brand

extensions

BRAND AWARENESS Depth (unaided recall,

aided recall, recognition) Breadth (what cues)

BRAND ASSOCIATIONS Strength - intensity Valence– pos./neg. Uniqueness

memorable distinctive

“Wrap-arounds”

CoreCoreProduct /Product /ServiceService

Market Communication

… provides positive consumer responses...

… and benefits both target customers and the firm

Source: Keller (1996), Aaken (1996), Strategic Market Research Group, Marketspace Analysis

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Key Branding Elements

Key Elements Rating Rationale Rating Rationale

1. Clearly Define the Brand Audience

Specifically targets AAdvantage members

Targets both high spending business customers, as

well as Onepass members, and non Onepass members

2. Understand the Customer

Constantly anticipates and innovates to meet

the needs of the customer Tends to be a “follower” in the industry, late in

launching its website (6/97)

3. Identify Key Leverage Points in Customer Experience

Net SAAvers and new customization program leverage consumers desire for finding cheap fares into transaction by sending out e-mails each week

Sends C.O.O.L. e-mails similar to Net SAAvers and added a personalization feature to the site, but late identification of this leverage point has result in significantly lower subscription rates

4. Continually Monitor Competitors

When a competitor adopted a technology before

American, American was quick to follow Tends to follow what competitors are doing at a slower

pace, launching “copy-cat” initiatives many months after competitor roll-out

5. Design Compelling and Complete Brand Intent

Focus, stream lining, and ease of use of web

site all convey American’s message of customer needs first

Unclear target segment (business travelers? OnePass

members?) causes lack of clarity with Brand Intent

6. Execute with Integrity

Trust fostered in the offline world carries over

into the online world Extensive information for members on privacy and use

of provided information

7. Be Consistent Over Time

Although constantly innovating new technologies

and features, stays true to “something special online”

Different URLs for different portions of the site do not

convey message of consistency

8. Establish Feedback Systems

Customer service offered as a service at the top

of each page in small letters, but is not labeled as a specific menu item

Very easy to access, prominent feature for obtaining

customer feedback on the website

9. Be Opportunistic Leader in its industry in innovation and

development

Follower in the industry

10. Invest and Be Patient

Invests significantly in technology for the future

Has a tendency to wait too long to make changes

competitors make to their sites

Your project Main Competitor

CVc= very low = low = moderate = high = very high

CV

CV

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Assessment of Key Brand Attributes

Key Attributes Rating Rationale Rating Rationale

1. Relevant

For job seekers: Providesinformation for individualsregardless of whether or not theyare actively pursuing a newposition, including careerinformation, and chats with othermembers on various career topics

For job seekers: Provides informationgeared more specifically for thoseindividuals that are seeking positions

2. Distinct

For job seekers: Aids in resumebuilding, personalization with “MyMonster” pages and enhancedprivacy options; also offersopportunity for interactivecommunication with othermembers

For job seekers: Allows selection ofcompanies which view your resume

3. Consistent

Recent partnerships have beenconsistent with Monster.com’s aimto provide the most diverse set ofindividuals with the most diverseset of employment opportunities

New “Hottest Hand on the Web”campaign, although new and catchy,has not been consistent since thecompany’s beginning

4. Memorable

Witty and award winning offlineadvertising have allowedMonster.com to cement itself asthe best known online career siteon the web

Although also one of the most wellknown online career services on theweb, has not been as successful asMonster.com in creating a uniquelymemorable advertising campaign andmessage

Your project Main Competitor

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8. Business-to-Business / Outsourcing

Key activities – Advice, customer service, …

Web hostingDatabase servicesSecurityAdvertisingContentLegal ServicesOffice SpacePayment functionsData analysisPlatform operationsBackground checks

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9. SWOT

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V. Conclusion

A. What did you cover?

“In this document, we investigated opportunities in the _____ industry/space. We showed that _____ opportunities exist, specifically ____. We outlined our plan to exploit these opportunities. We believe our plan is viable, defensible and sustainable due to …. Once we begin we plan to capture advantages in ____.

B. The Integrated Plan. Optional. You may have a summary table (see EXHIBIT 14.28, p. 619).

C. How do you see the market and your business over time?

Over time, we foresee growth in our business nationally / locally, and specifically in the following areas. This growth will be accompanied by evolution in our business as follows … (see EXHIBIT 14.3)