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Strategic case analysis of the firm LinkedIn

Strategic case analysis of the firm LinkedIn

Published in: Business, Technology
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Transcript

  • 1. This presentation is a research project from students at San Francisco State University and is intended for educational purposes only, any other uses are strictly prohibited.
  • 2. Agenda
    • What is LinkedIn?
    • Company background
    • Current business model
    • Competitors
    • Sustaining success
    • Summary
  • 3. What is LinkedIn?
    • LinkedIn is a networking tool that enables people to establish, manage and build their professional network.
    • Most powerful networking company in the world
    • Scalable revenue model and clear vision for future growth
    • Represent the gold standard of web 2.0 business
    Logged out homepage screenshot
  • 4. History of Growth
    • Founded Dec. 2002, launched May 2003
    • Current market reach continues to grow (see below)
    Unique Visitors only counts a user once no matter how many times they visit the site in a given month—this is the industry standard for measuring a website popularity Source: Compete.com
  • 5. Reid Hoffman
    • Reid Hoffman, Chairman and CEO
    • ▫ Chairman, CEO and Co-founder of
    • ▫ Previously Executive Vice President of
    • ▫ Background in management & technology
    • Known as..
    • “ The most connected man in Silicon Valley”
    • (which is practically/statistically true)
    Reid is also involved with other successful start-ups, including;
  • 6. Management Team
    • Steve Sordello, CFO
    • Previously served as Tivo, Inc.’s CFO
    • Was also CFO for AskJeeves, heading a turnaround strategy to turn the company profitable again.
    • Jean-Luc Vaillant, CTO
    • Co-founder of LinkedIn
    • Previously was Director of Engineering for Logitech
    • Jeff Weiner, President
    • Oversees all day-to-day operations
    • Over 14 years of experience as an internet executive
    • Most recently spent seven years as Executive Vice President of Yahoo! Network Division
    • Kevin Eyres, Managing Director - Europe
    • Responsible for leading company strategy and growth
    • Has experience internationally as European Managing Director of SideStep and GM of AltaVista International
  • 7. Vision & Mission
      • Vision
      • Become the new global medium for how business gets done.
      • Mission
      • Connect the world’s professionals to accelerate their success.
  • 8. Revenue Model
      • 1) Advertising Fees-
        • 4 basic advertising options for simple, clean and professional ads
        • Reach target customers directly
        • Cohesive with the ‘User Experience’ by avoiding flashy/irritating ads
      • 2) Premium Membership Fees-
        • Generated from membership fees for upgrade accounts
        • Additional services for professionals to improve productivity
        • *These features are useful for marketing professionals, head hunters, etc
    LinkedIn revenue model is based on 2 revenue streams , which include:
  • 9. Revenue Model (cont) Membership ‘feature matrix’ screenshot
  • 10. Industry Analysis
    • Professional Networking Site Industry (PNS)
    • LI is the gold standard for professional networking
      • Their current industry position in the broader SNS industry
    • Social Networking Site Industry (SNS) characteristics
      • Target markets slow to adopt
      • Hyper-Competition
      • Perpetual Innovation
      • Rapid technological developments
  • 11. Competitor Analysis
    • Direct Competitors
    • Indirect Competitors (numerous)
  • 12. Market Analysis
    • Target User Characteristics
    • Mostly males
    • Age 40 (approx)
    • No kids
    • Income $100k+
    • High Education level
    • California/New York
    Sample User Profile
  • 13. Company Growth
    • Company
      • 33 employers to 345 as of January 2009
      • Memberships have more than doubled, surpassing 38 million users as of March 2009
      • Projected Growth for 2011 (below)
  • 14. Company Growth Membership Statistics Property Average Age Average HHI %Comp Co Size <100 % Comp Business Decision Makers % Comp That Read Business Magazine Last 30 Days LinkedIn 41 $109,703 26% 49% 29% WSJ.com 48 $101,701 18% 40% 45% Forbes.com 47 $93,896 18% 38% 47% BusinessWeek.com 48 $95,668 18% 42% 51%
  • 15. Company Growth
  • 16. Company Growth
    • Added Services: Building value proposition to Users
      • LinkedIn Jobs
      • LinkedIn Mobile
      • Featured Apps:
    iPhone App screenshot
  • 17. Company Growth
    • International expansion
      • - Roughly half of the members are
      • international users
    • Currently available in six
    • languages – Chinese, English,
    • French, German, Japanese,
    • and Spanish
    • Interest in LinkedIn by search volume
    Interest in LinkedIn by search volume
  • 18. Company Growth
    • Investments
      • Sequoia saw potential growth in LinkedIn and invested 4.7 million dollars in May 2003.
      • Other important investors include;
  • 19. Marketing
    • LinkedIn uses three main forms of marketing:
    • Search Engine Optimization (SEO)
      • Optimizing search results in search engines through carefully selected keywords and being connected to other high-traffic websites.
    • Viral Marketing
      • Offering free web-based services and products as a means of encouraging individuals to create exposure for LinkedIn.
    • Word-of-Mouth
      • Exposure created through the personal experiences and knowledge of individuals.
  • 20. Value added
      • LinkedIn also offers vital services that enhance their overall product:
      • LinkedIn Polls
      • LinkedIn Answers
      • Applications to create synergistic interactions
        • One-stop connection to blogs, business websites, online calendars, and events.
  • 21. Closing
    • Young market with large growth potential
    • Sustainable business model
    • Unique product offering
  • 22. Thank you for your time! For additional info regarding this presentation, please contact Adam Pastana-- [email_address] This presentation is a research project from students at San Francisco State University and is intended for educational purposed only, any other uses are strictly prohibited.

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