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iWi-Fi Business Plan



Business Plan for our iWi-Fi project

Business Plan for our iWi-Fi project



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    iWi-Fi Business Plan iWi-Fi Business Plan Presentation Transcript

    • www.iwifi.com.au BUSINESS PLAN Chung, Caroline Kaplan, David Huang, Chia-I E l k u n c h w a r, R a n j e e t Kemmann, Urs Ya n g , Ya n Copyright 2008 www.iwifi.com.au All Rights Reserved
    • TABLE OF CONTENTS 1. The iWiFi Vision 1 2. Where We Are Now 3 Phase 1: Working Prototype 3 3. Proposed Installation 4 4. Where We Want To Go 5 Phase 2: Build Online Community 5 Phase 3: Increased Advertising Support & Break Even 8 Phase 4: Expansion to Multiple Areas 10 5. Marketing 12 6. Human Resource Management 14 7. The iWiFi Team 15 8. References 18
    • ABOUT THIS DOCUMENT T his document is prepared for potential iWiFi stakeholders. We aim to share our goals and vision for the future development of iWiFi as a wireless hotspot provider and location based portal. The first part of this document outlines our project vision. This includes goals, Unique Selling Point (USP), target audience, and a summary of the project’s potential. The next section explains the current state of the project, referring particularly to technical achievements and the realisation of the content strategy. The purpose of this proposal is to show how the project will proceed and grow, the upcoming project phases are explained comprehensively. In this context, technical developments such as hardware setup and new features for the iWiFi portal, as well as advertising strategy and expansion objectives are explained. Lastly, the marketing strategy is outlined.
    • THE iWiFi VISION 1 Goals Provide the freedom to browse the web in an outdoor environment Create a sense of connectedness to the surrounding environment and community Allow people to feel empowered that they can access information when and wherever they are Increase understanding & awareness of WiFi and its potential uses Embrace the Australian public to enjoy a truly wireless mobile experience Unique Selling Points (USP) WiFi networks where the user is not confined to a building or shop Offering tailored experiences to travelers & local residents Providing real-time information about the area of iWiFi hotspots Creating a unique community of potential customers for advertisers Project Potential i WiFi launched in mid 2008 as a wireless internet hotspot provider, location based portal and community media proj- ect, brought to you by the people who believe Sydney needs more free WiFi hotspots. It’s all about providing a great service and relevant information - whether you are looking for something to do, a place to eat and drink or local infor- mation about where you are. Users come to iWiFi for the content and to the network with like minded individuals - to explore, interact, connect and contribute. iWiFi is regularly used as a reference by local and international visitors. Our users are heavily engaged with the community through their contributions of photos, messages and videos With more functionalities on the site iWiFi hopes to increase the number of subscribers per week, unique page views per month, and be able to launch across several locations in Australia and globally. The types of destinations iWiFi tar- gets are popular leisure locations which are visited frequently by people who are not familiar with the location.
    • THE iWiFi VISION 2 Target Audience Primary A ged 18 - 54 years old, internet literate who own a portable WiFi compatible device (ie. mobile phone , iPod Touch) or a laptop to connect to our service. They want the freedom to connect to the internet when they want, wherever they are because this makes them feel empowered. The user understands that, to be able to use the service for free, they have to accept some form of advertising to support the service. Reasons for using our service Feeling frustrated over their existing method for accessing the internet Being unsatisfied with the number of locations and cost of WiFi in Sydney Having detected the signal and decide to browse the web to take advantage of the free service Secondary P otential advertisers - local business owners within a 5km radius of the iWiFi hotspot or larger companies wanting to be associated with providing WiFi to the community. Advertisers view iWiFi as a great opportunity to advertise to people who are within the geographic proximity of their shop, and realize its potential for attracting new and existing customers to their business.
    • WHERE WE ARE NOW 3 Phase 1: Working Prototype A lthough iWiFi has big plans for the future, we had to start some- where. The first part of our project was all about making sure this would be a concept that the technology would work and be of connection and a couple of small signal-boosting antennae. With the cooperation of the Waverley Council and the Bondi lifeguards, we as- sembled our makeshift prototype and - for one day - had a free WiFi use to the target audience in the envrionment we had selected. network up and running on Bondi Beach. As a proof of concept, it was a success. And given the low maintenance cost of a full mesh WiFi In the first phase of our development, we spent a significant network, covering the main areas of Bondi Beach is certainly a realistic amount of time researching the potential user base of a WiFi endeavor. hotspot on Bondi Beach and designing an information architec- ture that would deliver the content users would be interested in. We developed a website that would be both informative and fun to use, while also providing content sections where local advertis- ers could be featured. And with WiFi-enabled mobile phones be- ing one of the most rapidly growing and sought after markets, we created a mobile-optimised version of our site, so that anyone can access iWiFi when they are in the Wi-Fi hotspot. An ongoing consideration in our development was our vision for the future, this meant creating an infrastructure that would lend it- self to expanding the iWiFi concept to more locations. We built our user database so that users would have one login across the entire iWiFi network, including mobile sites. We developed the sites with reusable modules and themes, so that creating a full web portal for a new location would require minimal configuration. As a start towards our goal of building a community within our hotspot lo- cations, we created a simple and intuitive message board, which allows users to interact, communicate and socialize. After going live with the website, we headed to Bondi Beach armed with WiFi devices, a simple Linksys router, an Unwired broadband
    • PROPOSED INSTALLATION 4 E xtending the network technology utilized to implement the prototype, iWiFi plans to deploy more so- phisticated hardware for full-featured iWiFi hotspots. An important component of this concept is the RFTechnics RFT-LINK. This is a robust outdoor 802.11g compliant wireless router that is ideal for large WiFi RFT-LINK combines excellent networks. It is easy to configure and operates as a high performance outdoor access point. radio technology, feature rich firmware with state of the art RFT-LINK includes a weather-protected Ethernet port and a special connection for use with an optional ex- antenna technology making ternal antenna. Furthermore, additional external antenna units can be integrated wirelessly. These antennas replicate and strengthen the signal for increased network coverage. a compelling solution ready to go straight from the box. This enables flexibility for the planning and setup of large area networks. In addition to that, it opens up a (RFTechnics Ltd 2008, para. 3) new business opportunity, as restaurants, cafes, and bars in the reach of the router can purchase antennas to replicate and strengthen the signal for their specific locality. RFT-LINK runs the Sputnik Agent so that it works with Sputnik Control Center or SputnikNet. These software tools are adjustable to conform to local regulatory requirements and allow for advanced user and band- width management. Features include centralized remote management, flexible authentication, and usage tracking. Bondi Installation Install broadband DSL line in lifeguard tower with cooperation of Waverley Council Mount RFT-LINK and antennas on tower Get 5-6 cooperative local businesses to install repeater units Provide Bondi Beach with free WiFi!
    • WHERE WE WANT TO GO 5 Phase 2: Build Online Community Develop functions to facilitate an online community O ne aspect of the iWiFi concept is to not only to bring WiFi connectivity to an area, but to also build an on- line community. We want our users to feel that by connecting to the hotspot they are also connecting to a community where they can share their thoughts and opinions, and where they can interact and make Good user interface de- sign is a matter of assur- new friends. Because a large portion of our users will be visitors and travellers, we want to provide a means ing that all the tools and for them to interact with each other and feel welcome even when they’re somewhere new. materials needed by the Categorized messages user are found on the user interface. T he messageboard will be expanded to include different categories, to give users the ability to search for and post specific messages. For example, categories might be introduced for buying and selling items, ride share, events, accommodation or general discussion postings like a local area classifieds. (Constantine 2002, section Content Modeling)
    • WHERE WE WANT TO GO 6 Commenting on content P roviding information on local news, events and images, the iWiFi portal is an ideal platform for people to exchange their interests and views. A system for commenting on content can connect users by giv- ing them the ability to critique and review information, and to engage in discussions. This might include the ability to give ratings to image galleries, or to add comments to a news article that a user finds par- As far as the user is con- ticularly interesting. cerned, the interface is the User-to-user communication program and nothing mat- ters more than that. (Philipson 2006, p. 34) U sers will be given the ability to send personal messages to one another, by clicking on their user pro- file or finding their username on a messageboard or comment posting. This will provide users the ability to extend their discussions and interactions to a more personal level, which also gives users a more compelling reason to return to the iWiFi site to follow-up on these interactions. “See who’s online” feature T his feature adds to the feeling of connectivitiy associated with our service. It enables users to see which other people are using the hotspot. This information can be based on the user name associated to a login or on the name attached to the mobile device used to access iWiFi. In addition to seeing other people in the area, users are able to interact with other connected parties by clicking their name in the status box. Collect more user data W hen users register for an iWiFi account, they will be given the option to include more personalised information, such as age, gender, hobbies and interests. This data could be used to allow users to connect with other like-minded and similar individuals, but it will also allow us to present them with more contextually relevant content. For example, someone who indicates a preference for surfing would see featured stories and advertisements relating to surf reports and surf hire.
    • WHERE WE WANT TO GO 7 Restaurant reviewing system T he restaurant reviewing system enables users to add reviews to a restaurant they have visited. This includes entering comments, submitting a rating, and uploading photos. By adding comments and photos, users have the chance to read reviews of other people’s favourites and recommendations, and share these places with others who haven’t been there before. For example, they could write about every The 0123 rule is used to restaurant they visited, respond to what others have said and be a part of the iWiFi online community. translate web design into Moreover, users can rate restaurants according to their quality, price, service, and ambience, which will mobile: 0 change to user motivate their involvement and provide business owners with authentic feedback from real customers. experience, 1 login, 2 sec- onds response time, 3 clicks (Wilson 2008 pers. comm.)
    • WHERE WE WANT TO GO 8 Phase 3: Increase Advertising Support & Break Even Attract paying advertisers T he primary objective of this phase is to reach the point where advertising income pays for further development and maintenance of hotspots and portals. Attracting paying advertisers that operate in industries associated with our concept is essential to reach the break even point. In particular we intend to establish business relationships and cooperations with established players in the market such as Fring, Context is king (Moll 2007 p.22) Skype, Google Maps, Facebook, and Youtube. Contextual content and advertising T his strategy includes providing more contextual content for advertising partners. Apart from advertise- ments that target the general user group of the site, user advertisements and content are customised for individual users. Using the comprehensive user database that has been established up to this stage, we plan to place ads that depend on a user’s previous interaction with our site. For example, a user that has posted on our message board about trips around Australia is presented with advertisements of tour organisers. Similarly, a user with a strong focus on the events section is provided with useful advertise- ments about upcoming events, related articles or music downloads. Viral marketing O ffering a service for a diverse and rapidly changing audience, our marketing depends on a high pass- along rate from person to person. In order to achieve a quick overall growth, viral marketing plays an important role. Therefore, the iWiFi portal will facilitate and encourage people to pass along our market- ing message. This will incorporate simple technical features such as prompting new subscribers to invite their friends, as well as continuously adapting and improving our service according to new requirements to facilitate word-of-mouth advertising.
    • WHERE WE WANT TO GO 9 More external content providers I n order to keep the site up to date and deliver a rich user experience, iWiFi plans to contract exter- nal content providers. Potential sections for these contributions are Eat & Drink, What’s On, Local Info, and Local Profiles. The content is entered via our content management system, for which we will provide instructions and training. In addition to that, all user generated content is moderated by des- ignated iWiFi team members. This will prevent misuse of the dynamic site features for spamming and A detailed description of other violations of our usage policy, and ensure a more satisfying user experience. time and space is impor- tant to understand the en- More dynamic content vironment in which a tool or system will be used and W ith the aim of expanding upon the existing dynamic and user generated content, iWiFi intends to introduce a video section to the iWiFi portal. This section will contain both videos uploaded from visitors and those featured by the iWiFi team. Videos can be uploaded into different categories, fitting the other artefacts and ac- tivities with which it must into the aforementioned commenting and rating system. fit. (Gruen et al. 2002, p. 505)
    • WHERE WE WANT TO GO 10 Phase 4: Expansion to Multiple Areas I n phase four, iWiFi plans to spread free WiFi to various suburbs. The challenges and opportunities created during this process are outlined in this section. Content Management W ith every new suburb added to the network, we aim to create a dedicated local team, led by a webmaster and content manager. The basic web and mobile site framework remains similar across the suburbs to ensure a consistent user experience. However, each suburb will have a distinct identity of its own, which will reflect the lifestyle of the suburb itself. Potential advertisers O wing to the topography of the suburb and the desired coverage area of the hotspot, a mesh network can be created to provide a reliable iWiFi network. iWiFi provides the expertise needed to deploy the network. Local businesses who assist in the deployment of the network will receive prominent advertisements in return. For example, installing a repeater or providing facilities for an additional broadband connection will strengthen the network and benefit both parties. Creating awareness about the hotspot iWiFi will explore new ways of spreading awareness about the hotspot amongst users in the geographical proximity. Users within the vicinity of the hotspot will be informed via SMS or bluetooth alerts, prompting them to initiate the free usage. These services can be sponsored by local businesses, allowing them to contextually target potential customers.
    • WHERE WE WANT TO GO 11 Enhancing user community I n this phase of development, various other forms of user generated content will be inte- grated into the framework. Users will be able to post reviews and recommendations about By connecting members cool things to do. They can enhance their pro- to a community, they are files by adding photos, albums and nominat- more likely to return on a ing favourite videos. Mobile users will be able regular basis. These repeat to upload and update their profile pictures via visits help develop a strong MMS. Even mobile video files can be uploaded. By empowering the users, the iWiFi community customer base, increase will strengthen and evolve. sales, and thus strengthen your organization. User statistics would be available for municipal (Murphy 2008, para. 2) councils and potential advertisers supporting iWiFi. This will provide useful information for planning events, urban development and as a media platform for announcing targeted com- munity messages. Due to the nature of the iWiFi hotspot, advertisers will be able to receive unique information about users within a spe- cific suburb.
    • MARKETING 12 Our key marketing objectives for iWiFi Bondi Drive awareness for the new and free Wi-Fi service on Bondi Beach Consistently increase the number of users for the free service Generate interest with potential businesses to advertise on the iWiFi network To achieve these marketing objectives, we must spread the word about iWiFi as the new digital advertising By ensuring that advertis- platform for promoting local businesses and community announcements. As with most new media tech- ing content is relevant to nologies, iWiFi needs support from the community to become a commercial and community reality. The the content the commu- introduction of this new media platform to Bondi Beach will be of great interest to advertisers wanting to nity is generating (through target this demographic, which is often fragmented by traditional media choice. iWiFi has the characteristics tools like contextual match- of traditional broadcast media but has the traits of new age communication, with the ability to behavioural and contextually target users through personal devices. ing), we’ve seen high ROI for advertising partners for Community support to drive awareness for the new and free service on Bondi Beach can be implemented branding and lead genera- through the distribution of posters or leaflets in nearby cafes, information kiosks, hostels and residential mail tion campaigns. boxes. Other suggested ways to promote the iWiFi service is through articles in the Wentworth Courier, live (Johnston 2008, para. 5) reads on BondiFM and mobile billboards around Bondi. iWiFi could also be associated with local events such as City to Surf, Sculpture by the Sea or Flickerfest to exponentially spread the word about this service. Specta- tors and participants could share coverage of these events in their own personal way through usage of our service. For example, a user could take a picture of themselves running to the finish line at City to Surf and publish it online using our service.
    • MARKETING 13 To sustain user interest, iWiFi is committed to providing a reliable internet connection that is capable of handling a high volume of users. The main strategies for increasing the number of users of our free service in- clude: providing assistance and feedback through iWiFi community managers, encouraging the use of send- to-friend feature on the iWiFi Portal and delivering a rich user experience. I think the surfers would def- initely come on board. They iWiFi will inform and educate local businesses to communicate the features, benefits and unique potential of can access the web and get advertising on our platform. Businesses that get on board early will receive advertising benefits, which will the latest weather infor- showcase the reach of our concept to other advertisers who may be unaware or unsure of this new advertis- mation and track storms ing medium. as they move around (Mc- Once the location of the hotspot is established and set up for public usage, iWiFi can start running these mar- Dermott, Bondi Beach Lifeguard keting initiatives to drive awareness and usage, and generate interest with potential advertisers. 2008)
    • HUMAN RESOURCE MANAGEMENT 14 T he various roles and key responsibilities required to maintain and expand iWiFi to multiple suburbs are outlined in this section. Content Manager A detailed description of time Manage user generated content and space is important to un- Source new content derstand the environment in Integrate new content which a tool or system will be Update existing content used and the other artefacts Ensure consistency of information and activities with which it Community Manager must fit. (Gruen et al. 2002, p. 505) Moderate user generated content Provide user feedback and assistance IT Support Monitor network usage and traffic Ensure service availability Maintain network security Back-end and CMS Developer Customize Drupal Implement dynamic features Marketing Manager Find potential advertisers Create new advertising opportunities Seek longterm sponsorship Market iWiFi the brand
    • CONTACT THE iWiFi TEAM 18 Urs - how do you get a six pack? Contact iWiFi Headquarters Room 27.13 Advertise with us: advertise.bondi@iwifi.com.au UTS, 15 Broadway Support us: support.bondi@iwifi.com.au Ultimo, NSW 2007 Australia
    • REFERENCES 19 Constantine, L. 2002, Rapid Abstract Prototyping, viewed 4 June 2007, <http://www.foruse.com/articles/abstractprototypes.htm>. Doland, S. 2004, ‘Fostering Productive Collaboration between Designers and Egineers’, in Goto, K. & Cotler, E. 2004, Web ReDesign: Workflow that Works, 2nd ed., Peachpit Press, Berkeley, pp. 252-253. Gruen, D, Rauch, T. Redpath, S. & Ruettinger, S. 2002, ‘The use of stories in user experience design’, International Journal of HCI, vol. 14, no. 3 & 4, Lawrence Erlbaum Associates, pp. 503-534. Johnston, B. 2008, Online Community ROI and Revenue Techniques, viewed 12 June 2008, <http://www.onlinecommunityreport.com/>. Lu, K. 2005, Interaction design principles for iTV, viewed 19 May 2007, <http://dm.lcc.gatech.edu/ms_projects/klu/lu_karyn_y_200505_mast.pdf>. McDermott 2008, Interview, Personal communication, 7 May 2008, Sydney. Moll, C. 2007, Mobile web fundamentals: A web standards approach to delivering content to mobile devices version 1.0, viewed 10 May 2008, <www.mobilewebbook.com>. Murphy, L. M. 2008, Benefits of Online Communities, viewed 10 June 2008, <http://www.agorastudios.com/solutions/online-community/benefits-online-communities.php>. Philipson, G. 2006, ‘New approach to old problem’, Sydney morning Herald, 13 February, p. 4. RFTechnics Ltd 2008, Professional Outdoor Wireless Platform Point to Point Link (Backhaul) Access Point, viewed 12 June 2008, <http://www.sputnik.com/docs/rft_link_ds.pdf>. Wilson, J., 2008, In class conversation, Personal communication, 18th April 2008, Sydney.