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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)
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