MAR 6936798

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MAR 6936-798

• E-Commerce Marketing
• Spring 2003Downtown--MBA
• Business Models and Turbulence
• Rich Gonzalez
• February 13, 2002 (Week 6)

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For Site/Model Evaluation

• Today Please peruse Nielsen Tahir book
  Homepage Usability
• Make a selection of a site...
• I forgot the book! Next week , Nicolle and
  Matthew should pick one.

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URLs

• wsj.com
• www.unitedonline.com
• www.hotels.com

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Agenda February 13, 2003

• WSJ Articles,
• Blown to Bits
• Business Models, BHAGs
• Digital Content Class Exercise
• Due For February 20
• WAP 4

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For Today February 13

• Blown to Bits, p.221 229
• WSJ Online United Online Adds
  Subscribers,Swings to Profit in 2nd
  Quarter,February 6, 2003
• Hotels.com Triples Net IncomeBut Misses Lowered
  ForecastsFebruary 5, 2003
• Wrap UP Discussion Blown To Bits

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For February 20

• Chapter 4 E-Business Distribution Systems and
  SCM
• WSJ Online The Price You Pay, Will
  MortonFebruary 11, 2003Rhapsody Walter S.
  MossbergFebruary 13, 2003

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WSJ United Online

• Good News?
• ISP
• NetZero, Juno, BlueLight
• Competitors?
• Total Subscribers
• Increase?
• Takeaway?

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WSJ Hotels.com

• Good News?
• Business?
• Room Nights Sold
• Expansion?
• Parent Company?
• Takeaway?

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Blown to Bits Monday

• Deconstruction a dizzying degree of fluidity,
  indeterminacy, and instability.
• Do the old rules of strategy apply?
• Does the marketing concept still apply?
• Does Druckers advice still apply?
• How important is leadership?

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Blown to Bits Monday

• Principles
• Reconstructed business definitions rarely
  correspond to the oldtraumatic, disruptive,
  uncomfortable, new
• Strategy Really MattersEssential because it
  provides direction
• Deconstruction is most likely to strike in
  precisely those parts of the biz where incumbents
  have most to lose and are least willing to
  recognize it.

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BHAG

• Big Hairy Audacious Goal
• Successful, visionary companies, establish BHAGs
  to
• Stimulate Progress
• Serve as a unifying focal point
• Act as a catalyst for team spirit
• NASA Moon Program, Boeing 747, Tiger Woods, Nike

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In Class Exercise

• Two Teams
• 1 Recorder, I Reporter
• Discussion/Brainstorming for 10 Minutes
• Deliverable 1 Piece of PaperNames on One
  SideIdeas on the other

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In Class Exercise

• Goal
• 3 Business Ideas, Which
• 1. Have Viable Business Model
• 2. Follow Druckers Ideas
• 3. Have a BHAG

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Business Ideas Right Team
Idea
BHAG

• 1. Buying Furniture Online 48 States (Rooms to
  go)
• 2. One stop Online relocation service/consulting--
  people
• 3. Virtual Dating ServiceRealtime Interactive VR

• 1. RTG Model, Online, in 48 Statestimely Delvy.
• 2. Be be the Microsoft of relocation specialists
• 3. Make people forget real dating

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Business Ideas Left Team
Idea
BHAG

• 1. Online Grocery StoreNon Urgent ,non
  perishable prods
• 2. Online mechanic and gas delivery service--
• 3. Nan-ebay (comparison shopping for nannies)

• 1. 1st choice U.S. in this kind of product
  category
• 2. Put Jiffy Lube Tire Kingdom out of business
• 3. Primary U.S. resource for nanny
  selection/recruitmant

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Weekly Analysis Paper 4

• Subject Emerging Business Model Drug Discount
  Card Plans
• 1.5 Pages, Cover Page
• Requirements (use bolded headings)
• A. Business Model/Value Proposition
• B. Marketing Concept Analysis
• C. Pick a Winner (Support)
• D. Pick a Loser (Support)

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End Here