Final Lecture

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• Final Lecture

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Test Results

• Average 81.85
• Std. Dev 9.55
• Curve Not yet, but
• Above 85 A
• Above 80 Good
• Below 70. Not so good.
• Test answers
• How to improve your grade (get project)

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The paper

• Presentation
• Please bind it / spiral bind.
• Have a nice cover with company logo (color).
• Number of pages of text (not including figures)
  Not critical but is typically 30-40 (avg. 35).
• Have a table of contents
• Figures and Tables All figures should be at the
  end. Tables can go in the text when small. At the
  end when large.

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I. Executive Summary

• I. Executive Summary / Introduction
• This is the motivation, mission statement and
  brief summary of value proposition. You can also
  use this part to introduce the reader to the rest
  of the manuscript.
• What is your website/business about? Your Mission
  Statement.
• What is your industry?
• Who are your customers?
• What products and services do you provide?
• What do you intend to accomplish?
• Why do you think this is a great unexploited
  opportunity?
• How do you differentiate yourselves from
  competitors?
• How do you do better than competitors?
• How do you defend against competitors?

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II. Industry Analysis

• II. Industry Analysis.
• 1. Industry trends and statistics online and
  offline. Focus on DFW if appropriate. Cite your
  sources. (use tables instead of bullet points)
• Relevant economic or social trends In the next
  24 hours, 1439 teens will attempt suicide.
• Statistics on the target market
• Breakdown of industry
• Major players in the industry.

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III. Competitor Analysis

• III. Competitor Analysis
• Your chosen competitors to analyze.
• Break down into online and offline competitors
• For each competitor
• A. History and background (business was
  established in 1996 by John Doe in Dallas,
  website registered in ).
• The whois database http//www.internic.net/whois
  .html
• How many customers do they have and/or
  geographical coverage
• B. Home Page description (with snapshot figure)
• C. Customer Information Collected (snapshot if
  possible)
• D. SW(ot)
• E. Revenue Model
• F. Analysis of website using 7 Cs

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IV. BUSINESS PROPOSAL

• 1. Value Proposition
• A. The main products and service
• B. Focal Benefits
• C. Target market (2 pages at least of detailed
  demographics feel free to refer to the industry
  analysis for some statistics, but be detailed).
  Superficial treatment unacceptable.
• D. Rationale of why you can do better (detailed
  list of unique assets, resources, alliances. Feel
  free to list main points and postpone some
  discussion to the Resource Model (but have a
  sentence that indicates that).

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IV. Business Proposal (continued)

• 2. Online Offering Refer to your egg diagram
  and describe it point by point.
• 3. Resource Model Refer to your resource
  diagram and describe it item by item.
• 4. Revenue Model.
• A. Pricing Strategy
• What is your pricing strategy (borrow from book
  or lecture if needed) mkt price, cost plus,
  price discrimination, two-part, bundling, auction
• What are your pricing tiers
• B. A detailed breakdown of revenue sources (pie
  chart useful here). User-based (fees,
  subscription, purchase), provider-based
  (commission, advertising (what kind and how
  much). Detailed revenue estimates helpful.
• 5. Financial Forecasts
• Be as detailed as you can. Five year plan good.
  Two year (this year and year 5) also acceptable.
  Explain assumptions.
• Have a table and explain the table, item by item.

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6. The Interface

• A. Website Layout / Map/ Flow Chart. Explain.
  Take the reader through a scenario.
• B. The 7 Cs.
• Watch out for customization (what data are you
  collecting, how do you use it? What aspects of
  the experience are customized) and communities
  (detailed use lectures).
• C. Snapshots from your pages and discussion.

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7. The Marketing Plan / Branding / Traffic
Building

• 1. The core
• 2. The wrap-around
• 3. The marketing communication (have a diagram of
  the first three).
• Use all four classes of levers (detailed)
• Follow the steps (at least three steps
  awareness, exploration, commitment)
• Follow EXHIBIT 14.27.
• Plan the relationship stages (pp. 588-589)
  Awareness, Exploration, Commitment
• Brand Recognition
• Brand Knowledge
• Eminence of product
• Understanding
• Active Learning
• Desire
• Intent
• Familiarity
• Spreading the Word
• Community
• Evangelism
• Purchase

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What Is a Good Brand?

• Mix of off-line and on-line advertising
• Emphasizes advantages to AAdvantage memberships,
  including non-expiring miles and on-line services

• Marketing Communications

• Wrap-arounds

• Superior service
• AAdvantage frequent flier mile club
• Award winning Admirals Club lounges
• Comfortable chairs
• Portable defibrillators on every flight

• CoreProduct /Service

• Safe, on-time transportation from A to B

• Brand

• Prestige

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Components of Brand Equity 1. Brand Awareness
2. Brand Association 3. Customer Benefits 4. Firm
Benefits

• A good brand...

• provides positive consumer responses...

• and benefits both target customers and
  the firm

• CUSTOMER BENEFITS
• Confidence
• Loyalty
• Satisfaction

• BRAND AWARENESS
• Depth (unaided recall, aided recall, recognition)
• Breadth (what cues)

• Market Communication

• Wrap-arounds

• CoreProduct /Service

• BRAND ASSOCIATIONS
• Strength - intensity
• Valence pos./neg.
• Uniqueness
• memorable
• distinctive

• FIRM BENEFITS
• Reduce marketing costs
• Increased margins
• Opportunity for brand extensions

• Source Keller (1996), Aaken (1996), Strategic
  Market Research Group, Marketspace Analysis

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Key Branding Elements
Your project
Main Competitor

• CV

• CV

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Assessment of Key Brand Attributes
Main Competitor
Your project
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8. Business-to-Business / Outsourcing

• Key activities Advice, customer service,
• Web hosting
• Database services
• Security
• Advertising
• Content
• Legal Services
• Office Space
• Payment functions
• Data analysis
• Platform operations
• Background checks

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9. SWOT
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V. Conclusion

• A. What did you cover?
• In this document, we investigated opportunities
  in the _____ industry/space. We showed that _____
  opportunities exist, specifically ____. We
  outlined our plan to exploit these opportunities.
  We believe our plan is viable, defensible and
  sustainable due to . Once we begin we plan to
  capture advantages in ____.
• B. The Integrated Plan. Optional. You may have a
  summary table (see EXHIBIT 14.28, p. 619).
• C. How do you see the market and your business
  over time?
• Over time, we foresee growth in our business
  nationally / locally, and specifically in the
  following areas. This growth will be accompanied
  by evolution in our business as follows (see
  EXHIBIT 14.3)