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1. University Teamwork Platform
Market competition analysis

2. Our Competitors
2
˃Facebook
˃Google Drive
˃Moodle
˃Dropbox
˃Evernote
˃Azendoo

3. SWOT Analysis
3
Opportunities Threats
The « network effect » created by
using apps or tools, especially for
teamwork
Very competitive market
Imitate or buy any competitor Security issues on the different
platforms
Universities willing to develop
technological platform to communicate
with their students: Mooc explosion in
all university carreers
Constant reduction of costs to develop
online platforms
Increasing spamming
Social media has reached middle age
Customers more and more concerned
about privacy issues

4. SWOT
Grading
4
Facebook Google Drive Moodle Dropbox Evernote Azendoo Average
User-friendly 3 7 3 9 9 8 6,5
Storage
capacity
3 10 1 7 6 3 5
Interactivity 4 4 2 2 4 7 3,83
Customized for
teamwork
2 7 1 8 8 6 5,33
All-in-one tool 2 7 2 1 2 6 3,33
Project
Planning
1 3 1 1 1 1 1,33
Bibliography
tool
1 1 1 1 1 1 1
Number of
users
10 9 7 9 5 2 7,17
Calendar 1 3 1 1 1 1 1,33
Customer
service
7 5 8 7 5 7 6,5
Financial power 10 10 6 9 6 4 7,5
Personnalizatio
n
5 1 1 1 7 2 2,83
Discussion
tracking
2 1 1 1 1 1 1,17
Professional
environment
1 1 1 8 6 1 5
Average 3,71 4,93 2,5 4,71 4,43 3,57 4,13

5. TAM SAM SOM
5

6. ˃Top-Down approach
˃1st Filter: Higher Education Students
TAM = University students worldwide = 178 M (2010)
˃2nd and 3rd filter: Students using internet for teamwork and who are not
satisfied with current solution.
Use internet for teamwork: 75%
Unsatisfied with current solution: 90%
SAM = 178M x 75% x 90%
SAM= 120M (67.5% of University Students)
1st customer segment: University
Students

7. SYSTEM downloads/developer
Google 320K
Apple 213K
Windows 14K
TOTAL 547K
• SOM = Number of Students we can realistically serve with our resources
• SOM = 547K University students (0.46% of the SAM)

8. • Top-Down Approach
• 1st Filter: Higher Education Institutions
TAM = Higher education institutions (Universities and colleges) in the world
TAM = 16.000 (Roughly)
• 2nd Filter: Institutions using online learning platforms
SAM = 65% of higher education institutions consider online
learning a critical part of their strategy
SAM = 16.000 x 65% = 10.400
2nd customer segment: Higher education
institutions

9. • Bottom-up approach: how many institutions can we really serve?
• SOM = number of Universities we can realistically serve with our
resource
SOM = 100 Higher education institutions in the European Union (1 %
of the SAM)
• SOM MARKET ANNUAL VALUE = 800€ (Monthly fee) * 12
(Months/year) * 100 Institutions
• SOM MARKET ANNUAL VALUE = 960.000 €

10. Top-Down Approach
Companies worldwide
• 1st filter: Using digital marketing
• Taking into account the PwC “Global entertainment and media outlook: 2013-2017”, Internet advertising reached
$100.2billion in 2012 and its expected CAGR until 2017 is of 13%. Hence, by 2014 we can forecast a roughly
$127,9billion Revenue.
TAM = Companies Worldwide using Digital Marketing
TAM potential: $105 billion
• 2nd filter: Targeting University Students
• 127,9billion is expected to be spent in the world’s population of 7,2 billion.
• The number of University Students was of 178 million in 2010.
~2,5% of the world’s population is a University Student.
Roughly 2,6bn of digital advertising is dedicated to University Students
• SAM = Companies worldwide targeting University Students through digital marketing
• SAM potential = 2,5%TAM = $2,6 billion a year
3rd customer segment: Advertisers

11. • Bottom-up approach:
• We concluded that our platform’s SOM in University Students is roughly
547k. In a fairly underestimated scenario, these students would visit our
website 3 times a week.
• If we consider the Social Networks’ CPM (“An impression is recorded each
time a user visits a page that shows the client’s ad”) of $0,56 per 1 thousand
impressions, we would get roughly $919 per ad, per week
(547000x3x0.56/1000).
• Taking into account that “AdSense publishers may place up to three
AdSense for content units on one webpage”, we will consider just three
different adverts on the front page. This means that the front page per week
will make ~$2757 a week and $143.358 a year.
• SOM potential = $143.358 a year

12. 1