1. The Australian Fishing Community Prepared by Justin Fernandez

2. Agenda  Introduction  Summary of Case  Visit Web Site  Case Questions  Types of Communities  Conclusion

3. Case Summary  The Australian Fishing Shop is a small e- tailer that was founded in 1994.  Began by just providing information to the recreational fisherman.  Today, the site has featured a fishing portal for a devoted community.  The site attracts over 4.5 million visitors each month.

4. The Australian Fishing Shop  http://www.ausfish.com.au http://www.ausfish.com.au  Products: rods, reels, clothing, boats, fishing related books, software, and CD- ROMS  Most income is derived from customers in the United States and Canada buying holiday fishing packages.

5. Virtual Communities  The interaction that takes place by using the Internet.  Virtual Communities parallel typical physical communities such as neighborhoods, clubs, or associations, but people do not meet face-to-face. Instead they meet online.  Community Type: Transaction, facilitates buying and selling.

6. Question 1. Why is this site considered a community site?  Chat Boards-general and specialized.  Hints and tips for fishing.  A photo gallery of visitor’s prize catches.  Links to fishing-related government bodies, other fishing organizations and daily weather maps and tide reports.  Contact details by phone, post, and e- mail.

7. Question 2. Which of the services offered are typical of online communities?  Chat Rooms  E-Mail and Instant Messaging  Links to Information sources  Auctions of all types  Classified ads

8. Question 3. List the CSF’s of the company.  Global Market (United States and Canada).  Value-added services

9. Other Types of Virtual Communities  Purpose or Interest No trading, just exchange information on a topic of mutual interest.  Relations or practice Members are organized around certain life experiences.  Fantasy Members are sharing imaginary environments. Example: sports fantasy teams at espn.com.

10. Conclusion  Information about The Australian Fishing Community.  Different types of virtual communities.  How an online community can benefit you.