HAMMERKIT NOKIA WRT ELEMENTS Pasi Saukkonen Andrea Sarvia Christin Kosemund Jari Havukainen

Our Mission The first mobile schooling timetable in the mass markets that students can access everywhere without using the computer.

Strategic Intent Be the first to offer social and generic mobile schooling application in the Finnish markets. Key actions:  Develop a free demo version  Mobile advanced version downloadable directly from the web against 2€ price  Strong mass marketing actions

Business Enviroment - Market The use of mobile devices among young people has grown significantly Mobile phone’s purposes of use are to grow in the future Young people are apt to these changes

Business Enviroment - Market Students with Nokia’s mobile phones Prioritized customers Metropolia students (14000) Our ambition is to sell the application students everywhere in Finland International expansion is a choice to consider as well After all, our application should not be tied to certain data system or country

MACROENVIRONMETAL CHANGE – Possibilities and Threats PoliticalEconomicalSocialTechnologicalEcologic OPPORTUNITY Students as customers and developres  states/towns/ institutions iniatives Our consepts universality Unlimited global markets Trend sensitive customers Lack of centralized schooling tt Less common timetables More difficult for students to master their time ”One have others want” phenomenon The future role of the mobile phone Universal supportive end-devices (Nokia phones) People move, data transfers THREAT No political barries Confined to Nokia First-mover Little recources Customers paiyng capacity Students abided by old habits Big diffusion threshold Too little supportive end-devices (in Fin.) Reluctance to adapt new tech.

Business Enviroment - Market Evaluations In the end of 2013 How many users? How many buyers? How much would they pay? 1,99 € Note: Modest user objectives for the year after launching as the marketing developing actions still in progress

Business Enviroment - Market Buying behaviour trend: Free app markets are likely to mature by the year 2013 Advanced app markets are not likely to mature in the near future  It is almost impossible to capture the whole market potential in this segment

COMPETITION ENVIRONMENT - THREATS AND OPPURTUNITIES CUSTOMERSCURRENT COMPETITORS POSSIBLE NEW ENTRANTS SUB-SUPPLIERS OPPURTUNITYGlobal Young and adaptive Prone to marketing Universal needs Cheap price Huge market Chance to sell our app to schools Low competition intensity (iTable) Not as effective user- experiences Only individual applications (no communal features) New things in big org. Do happen slowly First movers Cheap price Current ambition to compete relatively low Have not yet discovered the potential (the need) Become a leader in this market Optimal supply chain  From web directly to customer No external costs Ease of use Ads THREATStingy Unwilling to pay Passive without push (marketing) Student could find our app unuseful before try it Highly expertised and financed Huge resources Easy to copy and utilize the existing user base (big Corp.) Aggressive if succesfull Big Corp. Could make a better app and advertise it better Downloaded from OVI-store  Limited to Nokia phones (and certain models)

Project Execution 1. Design and build the application website 2. Code the application for mobile 3. Comply Market researches 4. Evaluate the market’s intrest 5. Calculate the revenues, expenses and cash flows 6. Evaluate the future net present value 7. Attract investors 8. Sell application in the web 9. Continue developing the application 10. Arise advertisers interest as the user basis expands

Risk Analysis RisksActions Market: Nobody knows anything about our app Students don't buy our app Technology / product: Features are too complex Difficult to distribute without OVI-store Competence: Difficulties in using HammerKit Market: Bargain sales / free app for a month/ ads Make the features match the user needs Technology / product: Have the assistance of HK experts Use mobile business consultants Competence: Ask help to HammerKit staff

Key assumptions  Fully functional application  Value for the money  Pleasant user experience  Enough visibility and marketing  Easy to download (OVI-store as future option)