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2. Lessons from Dot-coms (Fortune 10/30/2000)
- Internet isn’t as “disruptive” as we thought
- If it doesn’t make cents, it doesn’t make sense
- Time favors incumbents
- Making a market is harder that it looks
- There is no such thing as “Internet time”
- “Branding” is not a strategy
- Investors are not your customers
- The Internet still changes everything
- Entrepreneurship cannot be systematized
- The Internet changes your job
- Distinction between Internet/non-Internet firms fading
- The real wealth of creation is yet to come

3. Deadly Mistakes of Wanna-coms (HBR January, 2001)
- Sprinkle Internet responsibilities throughout company
- Internet committee formed from unrelated areas
- Simplest, least-demanding applications first
- Partner with most dismissive vendor of your traditions
- Do on the Web the same that you do off-line
- Internet venture need to meet every corporate standard
- Reward each unit for its own performance
- Compare performance with traditional competitors
- Give new tools, and poor training to your employees
- The company, not the customer, is in the driver’s seat

4. HOW TO DOWNLOAD CLASS MATERIALS AND ANNOUNCEMENTS
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5. HOW TO SEND MESSAGES TO THE DISCUSSION LIST FOR THIS CLASS
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The list provides an additional channel for communication on issues of interest to those in this class. The list can be used for announcements (e.g., of job opportunities, interesting things happening in the IS industry), discussion on class-related issues, detailed questions you forgot to ask in class or are too detailed for class, etc. Stay in touch via our list, as well as during class!

6. Options for Evolving an E-Business
Extend
Launch a new business
or add a new model
Enhance
Add functionality or improve product
/service that is currently offered
Extend
Enhance
Expand
Expand
Add products/services in existing line
or enter a new market
Exit
Exit
Drop a product/service
or exit a business

7. 5:00-6:00 Case discussion: BET.com
TODAY’S CLASS
5:00-6:00 Case discussion: BET.com
6:00-7:00 Sponsor Presentations:
Shannon Gilcrease, L3
7:00-7:50 Group Meeting

8. “Marketing is merely a civilized form of warfare
in which most battles are won with words, and
disciplined thinking”
Albert W. Emery

9. “To manage a business well is to manage
its future; and to manage the future is
to manage information”
Marion Harper

10. Homework due next session
Read: Chapters 3
Read two articles:
“Syndication” and “Self-service Myth”
Conceptual Project Description (Report I)

11. Follow-up - June 30, 2000 The most heavily trafficked Internet site
targeting African-Americas (Media Metrix)
Traffic is 40% higher than closest competitor
- Oct Acquired 360hiphop.com (Urban music site)
- Nov Surpassed 1 million unique monthly visits
(Nielsen/NetRatings).
Competitors: BlackPlanet.com
BlackVoices.com
Viacom plans to merge with BET holdings

12. THE PRIMARY OBJECTIVES OF BET.COM CASE STUDY WERE:
1) DISCUSS THE CHALLENGES FACED BY
MANAGEMENT IN DETERMING TARGET
CUSTOMER SEGMENT FOR A NEW
DOT-COM ENTERPRISE
2) EXPLORE ORGANIZATIONAL CHALLENGES
FACING AN ESTABLISHED COMPANY AND ITS
OFFSPRING WHEN IT SPINS OFF A FAST-
GROWING START-UP

13. Sustainable Competitive Advantage
The strategies on which you compete
Production
R&D
Financial
Personnel
Marketing
Basis of Competition
Skills and assets
Where you compete
Product-market selection
Against whom you compete
Competitor selection
Sustainable
Competitive
Advantage