TEAM ONE
  Tyler Altrup
   Matt Conn
 Napo Delinia
 Amit Kumar
    Limin Liu
  Noel Twigg
Overview
Industry Environment
Positioning
Sustainability
Issues
Dynamics
Strategy
Recommendations
1
Start-up

Originators

Current Position
Rapidly growing industry

Disruptive Technologies

Two-Sided Network

Competitors

Supplier/Buyer Power
Going forward
•Mobile
•Print and Digital Media
hulu        Crackle      YouTube       Netflix       iTunes      TiVo          TV

Price         Free         Free        ...
hulu        Crackle      YouTube       Netflix       iTunes      TiVo          TV

Price         Free         Free        ...
hulu        Crackle      YouTube       Netflix       iTunes      TiVo          TV

Price         Free         Free        ...
hulu        Crackle      YouTube       Netflix       iTunes      TiVo          TV

Price         Free         Free        ...
Short-Term Liquidity Problems


Low Advertising Capacity Utilization


Multi-Platform Strategy
hulu’s Independence

Slow Movement of Advertising Online

Cable/Satellite Revenue Conflict

Video Posting/Sharing
Video
Changing     Changing
                         Bundling               Social
                                     Qu...
Disruptive Tech
               (NBC/Universal)



New Partners
                                  Aggregator
 Potential



...
New Pricing
Leverage DVR            Model:
                      Versioning
               hulu
   Expand             Cont...
2010 DVR penetration

Must use data as a sales tool

DVR problems for advertisers
• Indifference to ads
• Recorded = not w...
“hulu beams TV directly
   to your portable
 computing devices.”
                          2




Next wave of platforms
• ...
Cost of Super
Bowl ad to hulu:
$0

Important factor
in new partner
negotiations       4
CPM
Premium:
                                          $50
• Mixed variety of value-added criteria

Mid-Level:
           ...
5
     “30 Rock is available to be viewed on
   nbc.com, hulu.com, iTunes….uh…Verizon
phones, and United Airlines, and occ...
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Strategy Presentation on Hulu

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This is a part of our Strategy course where we make strategic Recommendations for a Technology firm

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Strategy Presentation on Hulu

  1. 1. TEAM ONE Tyler Altrup Matt Conn Napo Delinia Amit Kumar Limin Liu Noel Twigg
  2. 2. Overview Industry Environment Positioning Sustainability Issues Dynamics Strategy Recommendations
  3. 3. 1
  4. 4. Start-up Originators Current Position
  5. 5. Rapidly growing industry Disruptive Technologies Two-Sided Network Competitors Supplier/Buyer Power
  6. 6. Going forward •Mobile •Print and Digital Media
  7. 7. hulu Crackle YouTube Netflix iTunes TiVo TV Price Free Free Free Subscription $$$ $$$ $$$$ Medium; Quality High High Varies High High High HD Cable; Cable; Streaming; Streaming; Streaming; Streaming; Satellite; Satellite; Delivery Download Embedded Embedded Embedded Physical Fiber Fiber Optic Optic
  8. 8. hulu Crackle YouTube Netflix iTunes TiVo TV Price Free Free Free Subscription $$$ $$$ $$$$ Medium; Quality High High Varies High High High HD Cable; Cable; Streaming; Streaming; Streaming; Streaming; Satellite; Satellite; Delivery Download Embedded Embedded Embedded Physical Fiber Fiber Optic Optic
  9. 9. hulu Crackle YouTube Netflix iTunes TiVo TV Price Free Free Free Subscription $$$ $$$ $$$$ Medium; Quality High High Varies High High High HD Cable; Cable; Streaming; Streaming; Streaming; Streaming; Satellite; Satellite; Delivery Download Embedded Embedded Embedded Physical Fiber Fiber Optic Optic
  10. 10. hulu Crackle YouTube Netflix iTunes TiVo TV Price Free Free Free Subscription $$$ $$$ $$$$ Medium; Quality High High Varies High High High HD Cable; Cable; Streaming; Streaming; Streaming; Streaming; Satellite; Satellite; Delivery Download Embedded Embedded Embedded Physical Fiber Fiber Optic Optic
  11. 11. Short-Term Liquidity Problems Low Advertising Capacity Utilization Multi-Platform Strategy
  12. 12. hulu’s Independence Slow Movement of Advertising Online Cable/Satellite Revenue Conflict Video Posting/Sharing
  13. 13. Video Changing Changing Bundling Social Quality Consumer Business and Versioning Websites Preference Model Content
  14. 14. Disruptive Tech (NBC/Universal) New Partners Aggregator Potential Data Mining & Long-Tail Mass Impact Customization
  15. 15. New Pricing Leverage DVR Model: Versioning hulu Expand Contractual Platform Advertising Presence
  16. 16. 2010 DVR penetration Must use data as a sales tool DVR problems for advertisers • Indifference to ads • Recorded = not watched at target time • Demographic disconnect
  17. 17. “hulu beams TV directly to your portable computing devices.” 2 Next wave of platforms • Gaming consoles • Mobile applications 3
  18. 18. Cost of Super Bowl ad to hulu: $0 Important factor in new partner negotiations 4
  19. 19. CPM Premium: $50 • Mixed variety of value-added criteria Mid-Level: $40 • Genre + one premium criterion Basic: $30 • Standard, genre-based package
  20. 20. 5 “30 Rock is available to be viewed on nbc.com, hulu.com, iTunes….uh…Verizon phones, and United Airlines, and occasionally on
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