1. ACCENTURE
THE ANDERSEN CONSULTING GRADUATE SEMINAR IN e-Business MBAM / MBAT 6600
INSTRUCTORS:
Dipankar Chakravarti
BUS 412, )
Ramiro Montealegre
BUS 443, )

2. Where to Play: Online / Offline
McDonnald’s
Customer
Interface
Fulfillment
Systems
Yahoo!
Bn.com
Egghead
Amazon.com
Source: Rayport & Jaworski 2000

3. Framework for Market Opportunity
Seed Opportunity in Existing/New Value Systems
Uncover Opportunity Nucleus
Identify Target Segment(s)
Resource-Based Opportunity for Advantage
Assess Opportunity Attractiveness
Make “Go/No Go” Assessment
Source: Rayport & Jaworski, 2000

4. Segmentation Type Examples - Variables
Geographics Country, region, city
Demographics Age, gender, income
Firmographics # of employees,
company size
Behavioral loyalty, prior purchases
Occasion Routine occasion,
(Situational) special occasion
Psychographics Personality, lifestyle
Benefits Convenience, economy,
quality

5. Priceline.com Segmentation
Purpose
Flexible
Personal
Business
who
In advance Flexible Last Minute Other
Going
home
Student
Retirees
Vacation
Retirees
Family
with
child
Other
Low-mid
income/
frequent
flyer
Mid-high
Vacation
All
Other
Trips
Getaways
Business
Trips
Last Minute
Vacation
Vacation
Nonfamily Trips
Groups
Group Trips

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. The E-Business Value Framework
Envision
Shareholder
Values
Concept
Economics
Execute
Capabilities &
Community

8. Growth of Internet Users
U.S. Online Population Forecast by Researcher
200
150
100 50
CommerceNet/Nielsen
Cyber Dialogue (Aggressive)
Cyber Dialogue (Conservative)
International Data Corp.
Jupiter/NFO
Population
(Millions)

9. B2B E-Commerce Projections
1,200
1,000
800
600
400
200
$ Billions
1999
2003
U.S.
World
Source: IDC