1  Final Lecture

2 Test Results  Average:  Std. Dev: 9.55  Curve: Not yet, but:  Above 85: A  Above 80: Good  Below 70. Not so good.  Test answers  How to improve your grade (get project)

3 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 (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.

4 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?

5 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.

6 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 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

7 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).

8 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.

9 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.

The Marketing Plan / Branding / Traffic Building  1. The core  2. The wrap-around  3. 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 –Plan the relationship stages (pp ): 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:

1 What Is a Good Brand? Brand Prestige “Wrap-arounds” Marketing Communications Core Product / Service Core Product / Service 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

1212 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” Core Product / Service Core Product / Service 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

1313 Key Branding Elements Your project Main Competitor CVc = very low= low= moderate= high= very high CV

1414 Assessment of Key Brand Attributes Your project Main Competitor

Business-to-Business / Outsourcing  Key activities – Advice, customer service, …  Web hosting  Database services  Security  Advertising  Content  Legal Services  Office Space  Payment functions  Data analysis  Platform operations  Background checks

SWOT

1717 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)