MAR 6936902

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MAR 6936-902

• E-Commerce Marketing
• Spring 2003Tampa--MBA
• Business Models and Turbulence
• Rich Gonzalez
• February 17, 2002 (Week 7)

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For Site/Model Evaluation

• Today Please peruse Nielsen Tahir book
  Homepage Usability
• Ill have handouts for you next week.

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URLs

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

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Hierarchical Search

• Multiple Sources
• Spyder

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Agenda February 17, 2003

• WSJ Articles,
• Blown to Bits Wrap Up
• Business Models, BHAGs
• Digital Content Class Exercise
• Due For February 24
• WAP 4

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For Today February 17

• 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 24

• 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

• Deconstruction has to be made to stay successful
  in a changing environment
• Traditional business definitions grow to adapt
  to changed circumstances
• Internet TimeVelocity
• Insurgent or IncumbentBoth

In Class Exercise
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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 ProgramBoeing 747A PC On Every
  DeskNikeTiger Woods

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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

In Class Exercise
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Business Ideas Left Team
Idea
BHAG

• 1. Online Paper book Rental a la Netflix
• 2. Online subscription music download service
• 3. Online complaint site re consumer complaints--

• 1. To Put Libraries out of business
• 2. Never buy a CD with songs you dont like.
• 3. Never get burned again!!

In Class Exercise
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Business Ideas Right Team
Idea
BHAG

• 1. Distribute, on a demand basis, high quality
  convenient music
• 2. Invoicing service for small businessesbill,
  collect, ACH
• 3. Satellite based ISP for remote locations

• 1. Never buy a CD from a retail store
• 2. To send a bill to every U.S. resident each
  month
• 3. Have 80 of population as customers

In Class Exercise
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Weekly Analysis Paper 4

• Subject Emerging Business Model Drug Discount
  Card Plans (WSJ)
• 1.5 Pages, Cover Page
• Due 2/24/03125 Points
• 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