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  1. 7. Introduction (75 secs) <ul><li>What is </li></ul><ul><li>an online web 2.0 application that allows people from different parts of the world to ask for and receive monetary gifts and presents from any part of the world </li></ul><ul><li>Relatively new concept in SE Asia. </li></ul>
  2. 8. Need fulfillment <ul><li>we are ‘in the business of providing the opportunity to customize giving and receiving for people’. </li></ul>
  3. 9. Basic outline <ul><li>Two fundamental services: </li></ul><ul><ul><ul><li>It allows our clients to post what gifts they would like to have online. They can edit their “request page”, and invite their friends or the web community to give them the things they need. </li></ul></ul></ul><ul><ul><ul><li>It allows our clients to raise money for an event or activity. </li></ul></ul></ul>
  4. 10. Similar concepts Exchange of funds only Exchange of funds only Exchange of funds only Exchange of funds and goods of all kinds Range of services - No No Yes interactivity Generally safe High High High security Varies Easy Difficult Easy Ease of use 1.5 – 4% 2.3% 2.5% No charge Costs Other funds transfer sites. paypal
  5. 11. background information – how we came up with the need to fulfill. Explain the maslow’s hierarchy and context to Singapore. 1 min
  6. 12. Segmentation Strategy <ul><li>DEMOGRAPHIC SEGMENTATION BASED ON: </li></ul><ul><li>AGE GROUPS </li></ul><ul><ul><li>18-24, 25-34,35-49,50-59,>60 </li></ul></ul><ul><li>INTERNET LITERACY AND PENETRATION </li></ul><ul><ul><li>Penetration and usage of the Internet by each of the age groups </li></ul></ul><ul><li>INTERNET USAGE </li></ul><ul><ul><li>What the given users use the internet for? </li></ul></ul>
  7. 15. Size of Target Market <ul><li>Assumed Population on Singapore= 4,839,400 (2008) </li></ul><ul><li>Assumed proportion of people in Target Market= .32 </li></ul><ul><li>Assumed proportion of internet users in target market=(.96x.18)+(.9x.14)= .2988= 1446012 people </li></ul>
  8. 16. Primary Research <ul><li>To test whether the need existed in our target markets </li></ul><ul><li>Key Findings </li></ul><ul><ul><li>69% of the customers feel that our relative competitive advantage lies in the interactivity and range of services we provide </li></ul></ul>
  9. 17. Promotion - Push strategies. <ul><li>Major part of overall promotion </li></ul><ul><li>Involves interaction with businesses rather than individual consumers. </li></ul><ul><li>We hope the organizations involved will attract their clientele to the website. </li></ul>
  10. 18. Push strategy Freegiving .org End users = donors . NGOs, Event companies etc
  11. 19. Push strategy <ul><li>Relationship management team </li></ul><ul><ul><li>firstly call businesses up and persuade to visit the website. </li></ul></ul><ul><ul><li>secondly follow up with one to one appointments with businesses and explain to them in further detail what our website is about and how to cooperate with us and post events on our site </li></ul></ul>
  12. 20. Push strategy <ul><li>Printing brochures and leveraging on initial networking. Basically just getting companies to keep our brochures where the end users can see them. </li></ul>
  13. 21. Pull strategies <ul><li>Smaller proportion of overall promotion effort </li></ul><ul><li>Targetted advertisements on facebook, friendster, other social networking websites. </li></ul><ul><li>Reaching out to youth i.e. on campus efforts. </li></ul>
  14. 22. Pull - On campus promotions <ul><li>Example: SMU </li></ul><ul><li>Cooperation with CCA clubs for their own events. </li></ul><ul><li>Sponsoring drives and bazaars, spreading awareness through posters, bookmarks, pens etc. </li></ul><ul><li>Buzz marketing and word of mouth </li></ul><ul><li>Coordinating with obhr professors. </li></ul><ul><li>Advertising in school publications. </li></ul>
  15. 23. Cash flows – expenses and revenues 1 min
  16. 24. Fixed Costs <ul><li>initial setup costs </li></ul><ul><ul><li>Purchase of domain name </li></ul></ul><ul><ul><li>Setup and maintenance of website. </li></ul></ul><ul><ul><li>Formation of central management </li></ul></ul>
  17. 25. Variable costs <ul><li>Operating costs: </li></ul><ul><ul><li>Salaries + project based bonuses. </li></ul></ul><ul><ul><li>Website updates </li></ul></ul><ul><li>Promotion costs: </li></ul><ul><ul><li>Brochures and print advertisements </li></ul></ul><ul><ul><li>Sponsoring events & on-campus initiatives </li></ul></ul><ul><ul><li>Online advertising on Facebook etc. </li></ul></ul>
  18. 26. Overall Costs. <ul><li>*add profit equation* </li></ul><ul><li>Costs = as defined in previous slides </li></ul><ul><li>Profits = figures from advertising charges </li></ul>
  19. 27. Roadblocks? <ul><li>We’re actively and critically analyzing the website to smooth out any kinks. </li></ul><ul><li>Some potential problems: </li></ul><ul><ul><li>Difficult for older generation to use the service </li></ul></ul><ul><ul><li>Cultural barriers to giving and receiving money in a manner similar to “begging </li></ul></ul>
  20. 28. Possible solutions <ul><li>Promote ourselves in a style that erases conceptions of begging or charity. </li></ul><ul><li>Set up a hotline for people who are not familiar with the internet, to guide them step by step on the website, or to create accounts on their behalf. </li></ul><ul><li>Other problems? Please bring them to our attention. </li></ul>
  21. 29. Review <ul><li>A not for profit organization that functions through the website </li></ul><ul><li>End users - Singaporean internet users between the ages of 18 and 35. </li></ul><ul><li>Promotion channels - We use both push and pull strategies and target intermediaries and end users. </li></ul><ul><li>Pricing - free for users, revenues through advertising. </li></ul>
  22. 30. Invest in <ul><li>What do you get? </li></ul><ul><ul><li>Shares & voting rights. </li></ul></ul><ul><ul><li>High returns due to large revenues and minute costs. </li></ul></ul><ul><ul><li>Investment in a unique service </li></ul></ul><ul><ul><li>Association with a website that encourages building the spirit of giving and receiving across physical boundaries. </li></ul></ul>
  23. 31. What to do then? <ul><li>Contact us at: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Or 2614 9166 </li></ul></ul><ul><li>Approach any member of the marketing team at the end of the session. </li></ul>