Title page Semester project HANDS 18. January 2010 Semester Project Group 5: Stephanie AINaber, Thomas Pedersen, Kristian Schlosser, Anders Pedersen, Moritz Jung

Project structure Project Structure Semester Project Group 5: HANDS January of 12 Introduction Chapter 1. Chapter 2. Methodology Chapter 3. Marketing Chapter 4. Organization Chapter 5. SWOT Chapter 6. Business Model Chapter 7. Reflection Chapter 8. Conclusion

Problem statement Problem Statement Semester Project Group 5: HANDS January of 12 How should HANDS enter the market with a solution aimed at children with autism diagnosis? -Suggest which marketing strategies HANDS should use in order to create value for its potential customers and make profit? AND -Suggest organizational developments that could provide and capture intangible and tangible values for HANDS and its stakeholders?

SWOT Semester Project Group 5: HANDS January of 12

SWOT Semester Project Group 5: HANDS January of 12

TOWS Semester Project Group 5: HANDS January of 12

Value network What is a value network? Semester Project Group 5: HANDS January of 12 value network: different organizations are linked through the value chain when groups of people or organizations create economic and social good organizational networks = value conversion networks

Value network analysis What is a value network analysis? Semester Project Group 5: HANDS January of 12 tangible / intangible value streams are examined But why do we need this? VNA proves the potential for value creation in networks. relationships within the network are proved Exchange analysis (value mapping) Impact & value creation analysis VNA method connects social interactions with business performance.

Implementation on HANDS Implementation on HANDS - Value mapping reveals value streams Semester Project Group 5: HANDS January of 12 Implementation on HANDSApplication on HAnds AAU Wirtek Edvantag e ELTE LSB Egebakke n Nokia AA Ideas Software TechnologyApplications Know How Applications Fees Hardware PM Tools Expertise PM Tools Resources Know How Expertise Ideas/Research New Treatment Methods Tangible Deliverables Intangible Deliverables

Value creation analysis Value Creation Analysis Semester Project Group 5: HANDS January of 12 VCA examines how each role adds value to the network. Output view

Impact analysis Semester Project Group 5: HANDS January of 12 Impact Analysis Impact analysis define what value inputs are influencing each role. Input view

Attention map Attention and Action Map Semester Project Group 5: HANDS January of 12

conclusion Conclusion Semester Project Group 5: HANDS January of 12 Diffentiated strategies for each determined segment USP’s and ESP’s Internet as primary distribution channel Multible communication channels Greater awareness of internal strenghts and weaknesses in the future Value network analysis as an architecture for a business model

Thanks for attention Thank you for your attention! Questions?

BACK UP

Semester Project Group 5: HANDS January of 3 Introduction What is HANDS? MainpartConclusion What is hands? HANDS is an European project AAU Coordination and Management aims to improve quality of life for teenagers with an autism diagnosis providing a mobile ICT toolset Database

Value Creation Introduction Aim of the project MainpartConclusion Aim of the project Semester Project Group 5: HANDS - 1. December of 3 New Business Model BM ORGANIZATION MARKETING

Introduction Project Structure + Timetable MainpartConclusion Project Structure + Timetable Semester Project Group 5: HANDS - 1. December of 3 Meeting with HANDS Problem Formulation 14 Dec - 19 Dec7 Dec - 12 Dec30 Nov - 5 Dec23 Nov - 28 Nov Literature Review Theoretical Part Business Model Empirical Part Reflection Conclusion Editing

Example of a value map

Value creation - tangibles

Buying behaviour Roles in the buying process -Institution leaders: desicion maker, buyer, takes initiative - Politicians: decision maker, influent - Pedagouges / teachers: User, influent, takes initiative - Parents: user, influent, takes initiative - Children: user Criteria -Institution leaders: fair price, proven and well documented results - Politicians: tool must live up to standards, proven and well documented results - Pedagouges / teachers: easier to monitor a process, time saving, interaction - Parents: interaction, monitor - Children: collaboration

Buying process Searching the market Schools and institutions seem to gather information and inspiration preferably though the conferences held by Landsforeningen Autisme. If the representatives find that a solution/ product could be beneficial to use in their schools and if the solution lives up to the demands mentioned above, it is likely that the product will be considered to be one of their future tools. Acknowledgement Representatives from the schools and institutions discuss needs and listens to the new methods available. Presentations and several meetings with schools or institutions may be necessary to convince the buyers that the product is valid and useful. Specification If the representatives have specific elements they want the product to fulfilled, they might discuss with companies about possibilities. This phase is where the solution is formed so it can be used for a specific purpose by someone who has certain needs

Buying process 2 Order A company offers the specific product to the customer and the contact leads to order and billing. The product is to be distributed to the costumers. Follow up/Service After the solution/product has been sold, it is important that the seller can supervise or support if there is any complications

Communication Personal sales Direct marketing Open source media: -Youtube - Facebook - Weblog - Google adwords Segments Positioning