1. 1 2008-09-05Kent Thorén and Matti Kaulio Group Assignment 3 2010-01-19

2. 2 2008-09-05Kent Thorén and Matti Kaulio Group Assignments F2F 1 F2F 2 F2F 3 F2F 4 F2F 5 Introduction Business Environment Adding Value Service production & Launch Making it Happened & Exams Group assign- ments: Threat From Substitutes Beta Learning (a) Beta Learning (b) Case-based Examination Inventory of competencíes 4-action framework

3. 3 2008-09-05Kent Thorén and Matti Kaulio Context BetaLearning is a new product area within an established ICT company. The product area – an e-learning package – can be sold to the customers directly, or it could be kept on BetaLearning’s servers (ASP solution). The package is offered as a service, customized for each client, based on a generic platform. The target customers for BetaLearning are global industrial companies such as: Atlas Copco AB, Volvo Truck AB, ABB AB, with a particular focus on training needs among sales forces and service engineers. Typically those companies use BetaLearning’s E-learning tool for increasing key personnel’s product knowledge when a new product is to be launched. Assignment 3 BetaLearning

4. 4 2008-09-05Kent Thorén and Matti Kaulio Challenge The challenge BetaLearning face are to identify the value this product creates for the customers and to establish corresponding price models. As the service is new to the market, no established praxis regarding price models exists, and BetaLearning knows that the initial decision they make will be very hard to change in the future. Your task is to act as a business development consultant for BetaLearning by answering the following questions: What is the value created for the customer? What price model/strategy should BetaLearning use in it’s offering? Assignment 3 BetaLearning, cont.

5. 5 2008-09-05Kent Thorén and Matti Kaulio Final report The final report should present your findings (answers to the two questions) including an analysis and argumentation for your findins The length of the reports should be 4-5 pages + cover page

6. 6 2008-09-05Kent Thorén and Matti Kaulio APPENDIX Group Assignment 3

7. 7 2008-09-05Kent Thorén and Matti Kaulio Customer Value Satisfaction of Needs Customer Value = ------------------------------- Use of Resources (Time, Money, Effort) 1/17/2016

8. 8 2008-09-05Kent Thorén and Matti Kaulio Analyzing Customer Value: Problem-Segment-Offering An identified market ( S egment) The P roblem/need customers face O ffering and Revenue Model 1/17/2016

9. 9 2008-09-05Kent Thorén and Matti Kaulio Revenue Models Producer model Broker model Consultancy model Performance-based model The TelCom model/combination model (fixed cost + opening cost + variable cost; opening fee + downloaded data) The TechTrade model: Licenciering + royalty The ”Gilette” model The ”Drug Dealer” model The ”Gore-Tex model” The ”Adobe” model The ”Singer” model Internet Advertisment model The Construction Industry model 1/17/2016

10. 10 2008-09-05Kent Thorén and Matti Kaulio What is a Product? - M. Kaulio -