emp521 finalfinal
TRANSCRIPT
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website
Find Your Pals Free 100% Reliable Easy to
Use
Ke Chen Huiyu JiangZiyin Zhang
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• O2O online platform
• Project ideas: Build an online platform--a bridge between international students and U.S. students.
• Our user can publish events and then invite their friends to join in; and find many other events posted by others and choose some of them to take part in.
Project Idea
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CEOHuiyu Jiang
Business strategyCoordinator between different departments Fund raising
CFOZiyin
Zhang
Financial statementsFinancial forecasting Financial analysis
Market ManagerKe Chen
Marketing tactics New product promotion
Team Role
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Outline
Marketing Analysis
Product Introduction
Financial Analysis
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✓ Development of Plan✓ PIC ✓ Market Size✓ Customer Need✓ Value Proposition✓ Forecasting Sales✓ Competitor Analysis✓ SWOT Analysis✓ Price Testing✓ Partner/Customer
Management
Table of Contents
MarketAnalysis
Part 1
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PIC• Technical: Develop functional website/app; design
clean and easy-to-use UI.• Marketing: Focus on international graduate students
and native students in SBU.Focus
• Short-term: Accumulate users volume; increase popularity of the product and reach the level of 40% among international students in Stony Brook University.
• Long-term: The most popular social platform in SBU. Goals
• Maximize outcome through limited costs.• Continuously improve function of website/app based on
feedback of native and international students
Special Guidelines
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Development Plan
Plan Stage
Test Stage
Launch Stage
1. Opportunity Identification3. Concept Generation4. Concept Evaluation5. Development
1. Test the product in Stony Brook University2. Improve the product3. Determine whether to go ahead
1. Launch product2. Improve the product
1st year
0 year
2-5 year
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Market Size
• The United States have been witnessing a dramatic increase in the number of international students these years.
• According to National Center for Education Statistics, 20.2 million students are expected to attend American colleges and universities in fall 2015, while 1.05 million of them are non-resident students, accounting for 5.20% of the population.
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Market Size – Stony Brook University
• Why Stony Brook?
• There are 3490 international students in Stony Brook University, making up 12% of the student population.
Data Source: http://www.internationalstudent.com/
Resources (SBDC, incubator
offices)
Ratio of International Students
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Customer Need
• Interview• Purpose:
• 1. Finding customer problems• 2. Selecting data for sales
forecasting• 3. Improving product
• Conduct a on-campus survey interviewing 40 students.
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Customer Need
Privacy concerns, off-line events, friends recommendation…
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Value PropositionEvents/News/Questions• Get to know on-campus events and can share it with your friends• Have your questions answered
Friends• Meet new international/native friends• Share your interests
Annual Customer Networking BBQ/party• Enjoy food, games• Networking
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Forecasting Sales (Test Stage)
• Awareness: 90%• Trial: 92%• Available: 100%• Repeat Purchase: 50%• MS = 90%*92%*100%*50%
=41.4%• Sales: 29576*41.4%=12244
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Forecasting Sales (Launch Stage)
• Awareness: 50%• Trial: 60%• Available: 100%• Repeat Purchase: 50%• MS = 50%*60%*100%*50%
=15%• Sales: 20.2m*15%=3.03m
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Google (Calendar)
Online: Web development/maintaining
Build up a bridge between international students and native students
Recommend friends who share the same interests Emails
Text message
Customer Acquisition: College clubs & organizations, orientation
Offline: Organize
offline events
(BBQ, party)
Customer Retention: Keep close with our customers
Niche Market:
College studentsSmall businesses
near campus
College organizations
/institutions
Market understanding
College support for startups
Risks
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Competitor Analysis
Data Source: https://zephoria.com
Market Gap
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SWOT Analysis
Strengths:1. Market pioneer2. Differentiation strategy
Weakness:1. No user base2. Financial pressure
Opportunities:1. Increasing number/ratio of international students2. Market gap
Threats:1. Existed social software2. Policy risk
SWOT
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Market Strategy
Test Stage
• Goal: Reduce the risk
• Methods: One year test stage in Stony Brook University
DifferentiationStrategy
• Goal: Get market share
• Methods: Emphasize on off-line events
Quick To Market
• Goal: Increase revenue (Scale Effect)
• Methods: Prepare sufficiently for launch in the test stage
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✓ Prototype✓ Functions✓ Features✓ Customer concerns
Table of Contents
ProductIntroduction
Part 2
http://jhuiyu.wix.com/findyourpals
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B2Website
Prototype
Our Website: http://jhuiyu.wix.com/findyourpals
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➢ Publish your events (in your groups or invite certain friends)
➢ View events and choose whether to go➢ Add new friends/groups➢ Edit your Google Calendar➢ Ask or answer academic questions
Functions
Website Functions
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• Make new friends based on mutual interests
• Function focus: publish and view events• Make friends with international/native
students
Website Features
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• User Certification
• Privacy Setting(Public or open to certain people)
Privacy
• Activity Location: On campus or near campus
• Activity hosts: School Clubs/School Organizations/Person in the same group/Your friends.
Safety
• Recommendation: Same School; Same interests
• According to your preference:International/ natives/
New Friends
Customer Concerns
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✓ Expense Budget✓ Cash Flow Statement✓ Break-Even Analysis✓ Appendix
Table of Contents
FinancialAnalysis
Part 3
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Google (Calendar)
Online: Web development/maintaining
Build up a bridge between international students and native students
Recommend friends who share the same interests Emails
Text message
Customer Acquisition: College clubs & organizations, orientation
Offline: Organize
offline events
(BBQ, party)
Customer Retention: Keep close with our customers
Niche Market:
College studentsSmall businesses
near campus
College organizations
/institutions
Market understanding
College support for startups
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Price Testing• Is our price competitive compared to other advertisement
methods? What is the acceptable price for customers?
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Partner Management
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Expense Budget
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Cash Flow Statement
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Break-Even Analysis
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Appendix
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Appendix
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Appendix
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Appendix
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Appendix
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Appendix
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Visit Our Website, Start meeting new friends:http://jhuiyu.wix.com/findyourpals
Thanks