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Mobbr report Group 2a Rotterdam University of Applied Science

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Ekene Patience Nesiagho and her group members from Rotterdam University of Applied Sciences wrote this business plan for Mobbr, a unique crowdpayment system in The Netherlands. The report was written in our final year study of Digital Marketing!

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Mobbr report Group 2a Rotterdam University of Applied Science

  1. 1. Rotterdam University of Applied Sciences International Business and Management Studies Marketing Minor Consultancy Report Mobbr Group: 401 2A Date: 26th of January 2015 BlertaShala 0851500 Nadine Elsenaar 0845859 Nesiagho Patience Ekene 0893843 Alex den Bieman 0849346 Bruno Alonso Exchange Kirsten Vermeer 0848159
  2. 2. 2 TABLE OF CONTENTS Chapter 1: Introduction ...............................................................................................................................................................4 Chapter 2: Literature Review ...................................................................................................................................................6 Market Analysis........................................................................................................................................................................................6 Competitor Analysis...............................................................................................................................................................................8 Platforms.................................................................................................................................................................................................. 10 Segmentation ......................................................................................................................................................................................... 12 Digital Appearance .............................................................................................................................................................................. 13 Offline and Online Marketing Campaigns.................................................................................................................................. 14 Chapter 3: Research Methods................................................................................................................................................ 21 Chapter 4: Findings...................................................................................................................................................................... 24 Competitor Analysis............................................................................................................................................................................ 24 Platforms.................................................................................................................................................................................................. 27 Segmentation ......................................................................................................................................................................................... 32 Digital Appearance .............................................................................................................................................................................. 34 Offline and Online Marketing Campaign.................................................................................................................................... 39 Situational Analysis : MICRO ENVIRONMENT............................................................................................................... 39 Situational Analysis : MESO ENVIRONMENT................................................................................................................. 40 Situational Analysis : MACRO ENVIRONMENT ............................................................................................................. 42 Strategic Goals and Objectives.............................................................................................................................................. 45 Vision and Mission..................................................................................................................................................................... 47 Key Performance Indicators.................................................................................................................................................. 47 Strategy........................................................................................................................................................................................... 49 Digital marketing Mix............................................................................................................................................................... 50 Digital Marketing Campaign.................................................................................................................................................. 54 Chapter 5: Conclusion and Recommendation.............................................................................................................. 54 Chapter 6: Implementation .................................................................................................................................................... 58 Bibliography.................................................................................................................................................................................... 59 Activity Log....................................................................................................................................................................................... 64 Reflection .......................................................................................................................................................................................... 67 Peer Assessments......................................................................................................................................................................... 70 Appendix 1: Theories................................................................................................................................................................. 71 Appendx 2: Interview Outlines............................................................................................................................................. 73 Appendx 3: Interview Outcomes ......................................................................................................................................... 76 Appendix 4: Segmentation ...................................................................................................................................................... 84
  3. 3. 3 Appendix 5: Digital Marketing Plan................................................................................................................................... 86 Appendix 6: Digital Marketing Campaign ...................................................................................................................... 91 Appendix 7: Website.................................................................................................................................................................100 Appendix 8: Final Powerpoint ............................................................................................................................................103
  4. 4. 4 CHAPTER 1: INTRODUCTION Mobbr wants to start an economy no one has ever seen before... In short, Mobbr is a new payment system for crowdsourcing platforms. Crowdsourcing is getting information, work or services from a people, a crowd, online. Mobbr their strength is their payment system. They use a new payment system that is different from others that are on the market. It is different in a way that Mobbr rewards different types of work that can be crowdsourced and enables payments to be made according to a chosen division. It is different since it can pay interactivity that has added value, whereas compared to other online payment systems, such as PayPal for instance, this has not been the case before. On the LinkedIn of the company they explain their concept and aim in just a few sentences: “some people think crowdsourcing is a free way to get work done. We think it’s also a great way to let a whole community contribute to success. Success for all that needs rewards for all” (Mobbr crowdpayments). Mobbr their problem is that the service can be applied to so many situations, they run the risk of having too little focus. The goal is to help Mobbr focus and realize a successful market launch, in the form of an actionable marketing campaign plan for one or two specific target segments. This plan will cover digital marketing parts as well and a demo website. The demo website includes possible improvements on the current website of the company. MAIN QUESTION/GOAL: Focus on one or two segments in the market and create a ‘digital’ marketing campaign plan. SUB QUESTIONS AND DELIVERABLES: How does the market of crowdsourcing look like in the Netherlands? To provide more insight in the crowdsourcing market and crowdsourcing categories. Who are the main competitors of Mobbr and what are their competitive advantages? To give an overview of the competitors of Mobbr and their competitive advantages. What can be learned from existing platforms and what do experts in the platform field think about Mobbr? To provide more insight in existing platforms: successes, failures and experts their opinion about the Mobbr concept. How can the market be segmented, targeted and how should Mobbr position? To give information about segmentation, targeting and positioning for the possible segments that Mobbr can focus on to come to a suitable segmentation strategy. How do potential clients react on the new website of Mobbr? To provide more information about the criteria of attractive websites, integration of Social Media and the opinion of visitors of the new Mobbr website. How to create a successful offline and online marketing campaign for Mobbr? To provide an offline and online marketing campaign plan for Mobbr. Recommendations will be given with the steps to take. The main focus here will be on viral marketing.
  5. 5. 5 ISHIWAKA DIAGRAM The Ishiwaka Diagram, also known as the Fishbone Diagram, will be used to visualize the research for the project. It is a ‘living’ document and could be changed and adjusted during the project. The main research question, sub research questions and associated research topics can be found in the Fishbone Diagram. The research questions will be answered via primary and secondary research. Desk research via articles, books and the internet will be thoroughly done and field research via interviews and questionnaires will be done as well in order to gain the necessary information. The two biggest expected risks of the project will be getting the primary research done and getting the project done within time. Getting primary research done might be a risk because of the dependency on external factors, such as companies that would not like to do an interview but the team actually hoped to have an interview with. Time might be a risk because it is a big project. The risk of time will be conquered by a good schedule and the primary research risk will be reduced by approaching companies on time about the possible interviews, so their (non)participation can be taken into account.
  6. 6. 6 CHAPTER 2: LITERATURE REVIEW This chapter will contain information about the market analysis, competitor analysis, platforms, segmentation and a possible offline and online marketing campaign for Mobbr. MARKET ANALYSIS The Market Analysis will provide information about crowdsourcing in general, crowdsourcing categories and crowdsourcing trends. WHAT IS CROWDSOURCING? Crowdsourcing has become very popular among companies, universities and institutions as a modern tool for problem solving. Crowdsourcing is based on the concept of an open publication of a problem that finds a solution online via the crowd’s responses (Giaoutzi & Papadopoulou, 2014). The concept of crowdsourcing is described according to C-A. Papadopoulou and M. Giaoutzi, two teachers of the School of Rural and Surveying Engineering which is part of the National Technical University of Athens, by: ‘a process, including methods and techniques of data collection and info generation that involves large groups of users, who are not organized centrally and generate shared content’ (Giaoutzi & Papadopoulou, 2014). This is stated in their article, which is named: ‘Crowdsourcing as a Tool for Knowledge Acquisition in Spatial Planning’. Basically, crowdsourcing is getting information, work, or services from people, a crowd, online. Such as a forum where problems are discussed. An example that illustrates crowdsourcing is the following: In 2010, an original Lays campaign started. The Netherlands got the opportunity to think about a new taste of the popular Lays chip via crowdsourcing. Lays involved their customers in a very innovative way with this campaign. The campaign was called: ‘Maak de Smaak’ which is Dutch for: ‘Make the Taste’. Lays searched for ideas from Dutch consumers about their new taste of chips. Consumers were able to come up with ideas via crowdsourcing. Because of the talents and innovative power from the Dutch crowd, Lays was able to develop and present a new taste of chips via crowdsourcing. According to Michael Blankert, who is Brand Manager of Consumer Engagement at Pepsico Nederland B.V. and who wrote the article: ‘Lay’s Maak de Smaak: een nieuwe smaak op de markt door crowdsourcing’ the goal of this campaign was to involve the consumer in the product development of the chips and reward them for loyalty and creativity. Which resulted in a new taste of chips developed by and for the consumer. Within two months 700.000 ideas for new chips tastes came in with 375000 entries, so it can be concluded that this campaign is an example of a successful crowdsourcing campaign (Blankert, 2011). WHAT ARE CROWDSOURCING CATAGORIES AND TRENDS? According to David Bratvold, who is the founder of Daily Crowdsource, which is a site for crowdsourcing news, there are four main subcategories as to which crowdsourcing can be broken down to, namely: Microtasks; Microtasks involves projects that are broken down to several pieces. Each crowd worker can only see his or her piece of the project and not the whole project.
  7. 7. 7 Macrotasks; Macrotasks is similar to microtasks, however the crowd worker can see more pieces or the whole project and can get involved in any piece they have knowledge about. This form is more common with complex projects. Crowdfunding; Crowdfunding is getting a crowd to help fund a project. Its unique part is that there is a goal and a deadline and if the full amount of the project has to be funded before the deadline or the project will receive nothing from the funding. Crowd Contests; Crowd contests are used when a crowd is asked to work and only get compensated for the chosen entries. According to Mr. Bratvold, who is keen on educating business professionals on the benefits of crowdsourcing, there are several trends that can be seen for crowdsourcing, namely (Bratvold, 2011): 1. Curated Crowds The bigger the crowd does not mean the better the output here. It is unmanageable to involve huge crowds in a project. It is more recommended and more standard to work with fewer people with a lot of knowledge about the subject than to work with a lot of people with a little knowledge about the subject. There are several sites where anyone can request to join the crowd, but they have to proof their qualities and ability to add value before being able to participate in the project. 2. Quality Improvements As microtasking gains in adoption, more and more crowdsourcing platforms are having success with an extra level of quality control of the input. The results are getting more correct, which is beneficial for the projects crowdsourced. Sites like Microtasks have added extra redundancy and question and answer checks to ensure the level of input. 3. The Standardization of Crowdsourcing Crowdsourcing is not an industry, it is a grey area for a lot of people. The current leaders in crowdsourcing are working to define the grey area and standardize it as much as they can. 4. Corporate Acceptance Already several Fortune 100 corporation have taken a step into crowdsourcing. Even PepsiCo continued to execute crowdsourcing projects and Amazon build one of the largest crowdsourcing platforms. These facts show that besides the fact that crowdsourcing is ‘relatively’ new, important companies are starting to see the benefits and are using it already. 5. Early Adoption Although companies are accepting crowdsourcing more and more as a way of working, it is still in the early adaption phase. GENERAL CONCLUSION Crowdsourcing has become very popular over the years, huge brands such as Lays in the Netherlands incorporated crowdsourcing into their businesses. There are several categories in crowdsourcing, namely: microtasks, macrotasks, crowdfunding and crowd contests. Although crowdsourcing is still in the early adaption phase, trends can be seen for this innovative way of working, for example the growth of corporate acceptance for crowdsourcing.
  8. 8. 8 COMPETITOR ANALYSIS The competitor analysis will contain information about Porter’s Five Forces, the main competitors, their main competitive advantages and the Blue Ocean Theory. WHAT IS THE PORTER’S FIVE FORCES MODEL? Porter’s Five Forces Model is a widely used model for assessing the profit of potential of industries, in other words, the industry’s attractiveness. The Five Forces Model outcome is different for every industry. Michael Porter identified: industry competitors, potential entrants, substitutes, buyers, and suppliers as the five forces that make a market segment or industry interesting and attractive to be in. These five forces could be used to identify the market for Mobbr, their opportunities and threats. A picture of the Model can be seen in Appendix 1. Each force of the five forces can be seen as a separate dimension, which all five together attribute to the industry attractiveness and define the industry’s competition. The forces or dimensions that impact the industry the most, become the vital points for formulating a strategy. Each force has its own characteristics, which are vital to the power each competitive force has. The five forces and their characteristics are: Barriers to Entry Barriers to entry are the most important components in an industry that makes the industry unattractive to enter for new competitors. The limitations that industries could oppose are the economies of scale, differentiation in the industry, resources needed to enter, the costs to switch to another industry, the access to patents and subsidies and the location of the industry. Substitutes Substitutes in an industry are services and products that have the same function or provide the same need as other products and services. The most important influence here in an industry is the change of technology. Rivalry among Existing Competitors Rivalry among existing competitors is about how hostile an industry is at a specific moment. In most industries companies sell products or services that are in a way similar to competitor’s products and services. How hostile or aggressive rivalry in an industry is depends on the amount of competitors, the rate of growth of an industry, the amount of fixed costs, the non-existent differentiation, capacity of an industry and the diversity of competitors and strategies. Power of Suppliers Suppliers’ bargaining power in an industry is based on the ability of suppliers to threaten to raise prices and reduce quality. There are several influences that can cause suppliers to become powerful. That is the case if the suppliers group gets more concentrated than the companies they are selling to, if the industry suppliers deliver to are of little importance to the suppliers, if the suppliers’ products are of great importance to the industry and when a suppliers’ group threatens forward integration. Power of Buyers Buyers’ bargaining power could influence an industry’s prices to go down or to increase the quality of a product or service. The factors that mainly determine the amount of bargaining power buyers have in an industry are the amount of buyers compared to the amount of sellers. Also of influence is whether the products are standard products or differentiated products, switching costs for the buyer, the buyer’s profitability, how important the level of quality is and the market price compared to the supplier’s cost (Arons & Waalewijn, 1999).
  9. 9. 9 HOW TO DEFINE THE MAIN COMPETITORS? The main competitors will be defined by analysing the current competitors. This broad competition analysis will be undertaken in two steps. First, the market will be looked at from a consumer’s point of view and a group of all the competitors will be assembled that compete for the consumer’s money. Secondly, groups of competitors based on their competitive strategies will be made. When groups of competitors have been assembled their strengths and weaknesses will be analyzed, to find out where their advantages lie and on what point they are most vulnerable. The lack of skills, market share, resources, experience and other key assets all form the base for analysing the strengths and weaknesses (Entrepreneur, 2006). The main competitor will be defined by this research, this is the competitor who after analysing the groups has the least weaknesses and the most strengths over other competitors from the group. HOW TO DEFINE THE MAIN ADVANTAGES FROM COMPETITORS? The main competitor advantages of competitors will be based on Porter’s Generic Competitive Strategy Model. According to Porter there are three generic competitive advantages: differentiation, cost leadership and focus. Each of the three generic strategies lead to different types of competitor advantages. The strategies differentiation and cost leadership both pursue a competitive advantage in multiple industry segments. The attention of focus is more on cost focus and differentiation focus in more specific industry segment (Porter, 2008). When it’s known what competitive strategy the main competitors follow, their main advantages can be defined by analysing their strategy and how well they make use of those advantages. This could be used for Mobbr to identify where possible competitors are lacking or gaining terrain in the industry. WHAT IS THE BLUE OCEAN THEORY? The Blue Ocean Theory is built upon the theory that there are two different kind of spaces that business can operate in, one being a Red Ocean and one being a Blue Ocean. The Red Oceans being the market space where almost all of the industries are currently operating in, the market space that companies know. In the Red Ocean market space competitive rules and boundaries are in place, companies know about them and they are being accepted. In this space companies compete with each other because they all want the greatest market share. While this space gets more and more competitors, profits decline and growth becomes hard to realize. The increased competition intensifies the rivalry and makes the water turn bloody red. The Blue Ocean is the market space that is non-existent yet, companies and consumers don’t know about this space yet and therefore there is no competition. Instead of the Red Ocean where demand is competed on, demand in the Blue Ocean is created. In this market space, companies have plenty of space to grow and the opportunity to do so in a quick pace. A picture of the Red Ocean versus the Blue Ocean Strategy can be found in Appendix 1. GENERAL CONCLUSION By using the different theories and strategies information about competitors and their advantages will be gained. Even though the Blue Ocean strategy and the Porter Five Forces are very different, they are both useful to show and identify what competitors there are for Mobbr and whether there are possibilities to do something different.
  10. 10. 10 PLATFORMS In order to identify which platforms could be possible consumers of Mobbr , successful platforms will be studied to investigate what makes them successful. Furthermore, the problems that are faced by crowdsourcing platforms are studied. WHAT ARE EXAMPLES OF SUCCESSFUL CROWDSOURCING PLATFORMS? In order to learn from successful platforms, examples can be looked at and criteria that makes a platform successful can be found. Both Ichitect and Opentube.com provide a list with a top three of the best crowdsourcing platforms. Ichitect has a more up to date list, since the list of Opentube is from 2009, however Opentube has a better description of why these platforms were or are so great. On Ichitect.com, the first platform that is listed as the best one is Designcrowd. According to Designcrowd themselves, their success lies in the advantages over the traditional design process: it is worldwide, has a fast responses, is less costly, more creative and risk free since the money can be refunded if the designs aren’t as expected. Furthermore, the website is easy to navigate through and there are many options. Secondly, 99designs is mentioned, 99designs has a great reputation and similarly to Designcrowd, there is a money-back guarantee. A part of the contract is the ability to have an unlimited number of revisions and making a competition of the project. The website is also easy to navigate through and the option to work one on one is also available. Additionally, they have the option or ready-to-purchase logos and the option of Swiftly, which helps smaller tasks to be executed faster. Thirdly, oDesk is listed on Ichitect.com. oDesk is a large online workplace with more than a million companies hiring freelancers to do a job. With oDesk, hiring is easy and based per-job, oDesk is described as very reliable and affordable. The first one listed on the top three of the best crowdsourcing platforms of Opentube.com is Chaordix. As written on Opentube, it is simple to search with and to interpret input that gives the business an advantage. Chaordix is different because of their ability to handle large crowds, to minimize bias and to engage different types of crowds. Secondly, IdeaScale is listed. Through IdeaScale, companies can request ideas from the crowd and rate it. It is a system of piling on each other, it starts with one idea and others build upon that idea and expand it. Ideascale is described as the most powerful, rich idea management tool available. Portals can be managed, ideas exported and it has powerful integration tools. Crowdspirit is at the third place, Crowdspirit is especially great because it enables innovators from outside the company to be directly involved in a project. After the idea is submitted and selected, outsiders are invited to join. Therefore, the characteristics of successful platforms can be concluded as: - Cheap, cost free, (money-back guarantee) - Easy to navigate website - Per-job hiring - Reliable with fast responses - Able to handle large crowds and different kinds of crowds - Minimize bias - Powerful integration tools - Direct involvement in the project of the company - Ability to pile ideas on ideas
  11. 11. 11 There are several types of crowdsourcing. As written by Steve Keifer, Jeff Howe has described four ways of crowdsourcing in his book ‘Crowdsourcing’. The first one is co-creation. Co-creation is creation made by other people, value is added by their activities. For instance, these can be tasks or solving problems. A second type described by Mr. Howe is crowd voting. People all over the world can review content online, which helps to filter and organize it for the others. This can be done in multiple ways, people can simply vote and rate the content, or a software determines the popularity based on views, for instance. A third kind described is crowd wisdom. Crowd wisdom refers to many people using their knowledge to solve problems or predict future results. Basically, using their intellectual sources. The fourth and last one, is crowd-funding. Which brings people and organizations to collect funds for a certain project. WHAT ARE POSSIBLE PROBLEMS OF CROWDSOURCING PLATFORMS? There are several crowdsourcing problems described by Paul Wagorn that crowdsourcing platforms deal with (Wagorn, 2014). The first one is lack of confidentiality, crowdsourcing gives everyone a chance to join in. Even if there are restrictions, there is never a guarantee who to deal with, what level of knowledge the person has, where they are and how old they are for example. There is not much information on the person sitting behind the computer, therefore answers can easily be questioned. This could be solved by using a rating system or a limit of false answers before being banned from the platform. Secondly, a problem mentioned is lack of communication. If the problem is not correctly understood by the participants, it may lead to a number of concepts that cannot be applied. There is a lot of room for miscommunication when there is no further communication at all. A certain way for the participants to communicate would fix this. Thirdly, risks of intellectual property are discussed. There is a risk of getting into legal trouble when using other’s solutions. In order to prevent this, proper research should be done before the solution is officially chosen. Also, guidelines about intellectual property should be set. Furthermore, there is the risk that a lot of ideas are provided, but not actually solutions. This creates only more work for the enterprise. This can be prevented with clear rules as to what the responses should consist of. Lastly, since there are a lot of ideas submitted, there is a lot of work for the technical staff as well. Since they need to respond, review and perhaps even divide the best work from the other work. It takes time and costs money. This can be solved with a good filter system on the platform. Furthermore, as mentioned before, with a rating of the users. GENERAL CONCLUSION In conclusion successful factors for crowdsourcing platforms are: fast responses, cheap, easy to navigate on the website, per-job hiring, reliable, able to handle large crowds and different kinds of crowds, minimize bias, powerful integration tools, direct involvement in the project of the company and the ability to pile ideas on ideas. Furthermore, the platforms can be divided in co-creation, crowd voting, crowd wisdom and crowd funding. The platforms mostly deal with problems of confidentiality, communication and risk of intellectual property.
  12. 12. 12 SEGMENTATION Segmentation will contain information about the definition of segmentation, how to define possible industries or markets to target, how to position and how to come to a suitable segmentation strategy. WHAT IS SEGMENTATION? Market segmentation is a marketing strategy that involves dividing a broad target group into subsets of consumers who have common needs and priorities. Different strategies are implemented to target the specific groups. According to the situation of Mobbr, their target group is big, which is in line with the problem statement. When the segments are known, a Marketing Mix can be designed that precisely matches the expectations of the customers in their segment. There are several methods for segmentation, namely behavioral, demographic, psychographic and geographical differences. Segmentation that is done according to demographic characteristics is based on different variables such as age, gender, occupation and educational level. Segmentation can also be done according behavior, groups can be divided according their knowledge, attitude or response rate to a product or service. Psychographic segmentation is the analysis of the consumers lifestyle, to gather information about their activities, interests, opinion and statements. Geographical segmentation is done via differences in the place of work or residence (Business Dictionary.com , 2014). HOW TO DEFINE POSSIBLE INDUSTRIES/MARKETS TO TARGET AND HOW TO POSITION? The STP Model can be used during the segmentation, targeting and positioning of companies. STP stands for Segmentation, Targeting and Positioning. The figure in Appendix 1 provides a more detailed explanation. HOW TO COME TO A SUITABLE SEGMENTATION STRATEGY? After defining the segment, how to target the market and how to position in the market the planning of the positioning can take place. The Marketing Mix Model can be used to come to a strategy for this planning. The Marketing Mix exists out of the 7 P’s: Product, Price, Place, Promotion, People, Physical evidence and Processes. Explanation can be found below: Product/Services: How to develop the products/services from the company? Prices: Is a change in the pricing model necessary? Place: What are the distribution options to experience the product/service? Promotion: How to promote the product/service within paid, owned and earned media channels? Physical Evidence: How to reassure the customers? People: How are the ‘people’, also called staff, are they skilled enough or is training needed? Partners: Are the existing partners managed or are new partners needed (Hanlon, 2014)? GENERAL CONCLUSION Market segmentation is a marketing strategy that involves dividing a broad target group into subsets of consumers who have common needs and priorities. There are several methods for segmentation, namely behavioral, demographic, psychographic and geographical differences. The segmentation strategy for this market can be defined according the STP Model and the planning can be strategized by the use of the Marketing Mix Model with the 7 P’s.
  13. 13. 13 DIGITAL APPEARANCE Digital appearance will contain information about the website of Mobbr. Criteria for attractive websites will be researched. Secondly, since Social Media is very important nowadays, suitable ways to integrate Social Media for Mobbr are researched. Thirdly, Primary research will be held via a survey to see what the visitors opinion are on the new Mobbr website. WHAT ARE CRITERIA FOR ATTRACTIVE WEBSITES? In order for Mobbr to create an attractive website Mobbr has to have a mind map of the exact information they need to show on their website that will be attractive ad appealing to their customers. According to (Clay, B 2014) a website page must be clean, uncluttered, and very easy to read without hurting the eyes. Some points for attractive websites, and important for Mobbr to keep in mind, are the following: 1. Content Richness 2. User-friendliness 3. Reliability 4. Freshness 5. Security 6. Commercial 7. Image 8. Social Media 9. Content Sharable 10. Language WHAT IS SOCIAL MEDIA AND HOW TO INTEGRATE IT FOR MOBBR? Social media is a term for all internet applications, that make it possible to share information. It is one of the main activities people take part in online nowadays. Examples of Social Media are: Facebook, Twitter, Instagram and Google+. Mobbr is already using different types of Social Media, but insight is necessary about how to integrate this more and to check whether there are Social Media platforms that Mobbr is missing out on. Syncing social media on Mobbr their website can drive added value to the audience and paying customers alike. WHY CHECK THE OPINION OF VISITORS ON THE WEBSITE? Mobbr recently launched a new website. Since Mobbr is targeting a digital market, their website is very important. Insight is necessary to see what the opinion is from visitors on the new website. Do they understand the concept? Is the website easy to use? Both important questions to see whether this new website will be a success. WebQual is an important tool that will be used here. Webqual is an instrument for assessing the usability, information, and service interaction quality of Internet web-sites, particularly those offering e-commerce facilities. GENERAL CONCLUSION Digital appearance is very important for Mobbr, since they target an online market. The appearance of their new website is even more important, because that’s how Mobbr communicates with their market. Examples of criteria for attractive websites are content richness, user friendliness and use of language. Social Media is an important tool for Mobbr to use on their new website, because it can add value for the company. The opinion of visitors on the new website is crucial to know for Mobbr, since customer insight is necessary for success.
  14. 14. 14 OFFLINE AND ONLINE MARKETING CAMPAIGNS The offline and online marketing campaigns will contain information about the criteria for creating a good campaign, cases of successful campaigns, a situational analysis of Mobbr and its digital performance, strategic goals and objectives, KPI’s, the digital marketing strategy and the digital marketing plan to come to the most suitable marketing strategy for Mobbr and its target group. The several parts of the research for the campaign will be thoroughly explained, in order for Mobbr to easily execute it. CRITERIA FOR CREATING A GOOD CAMPAIGN The MOBBR team needs to come up with a successful campaign that will take the customer base of the company to a whole other level. People need to be convinced of their need for MOBBR and of what they can bring to the table for them. However, the budget is low and therefore it is important to think of the campaign wisely and to learn from others that have set up a campaign at a low budget and have gone viral. First of all, it will be examined how a good campaign can be created and what the company should or should not do. 1. Know the company’s audience and provide for relevant information. First and foremost it is important to know that each social network is different in identity and audience, therefore each audience of each social network site should first be analyzed prior to setting of the campaign. MOBBR should also determine what their audience is and which audience they want to reach. For example, Google+ is known to be used mostly by men whereas Pinterest is rather popular with women. 2. Do not only make posts about MOBBR for the campaign. Engagement is not created through solely posting about the company itself. The posts that the company makes need to entail stories that will tell what the benefit of the company is or that will show the benefits. The posts and messages need to have a twist in order for it to encourage readers to read and share it. Furthermore, the message has to be directed towards the reader and it should be made personal by using words like “you”. 3. Share what is important to the company. Some companies might not have the time to sit down and come up with content or they might not have the budget to do so. In that case one can also post short messages that are important to the company and it can post content that it is passionate about. When a company posts what is important to oneself it creates a form of personalization towards its customers where it does not portray the image of a company but rather as a person (Schiff, 2014). 4. Track the shares and comments. Keep track of what others are responding to the posts and whether they are sharing those. Did they actually read the content and did they share it? What is it that made them act to it? In this way one can recognize what customers like and what they do not like but also what is working for the company and what does not (Collier, 2014). 5. Be consistent. In order for people to recognize and keep in mind the brand one should be consistent in what it posts and what message it wants to give to the customers. Consistent messages can also be adapted and used for other purposes (Schiff, 2014). 6. Think about external factors. Think of the outcomes of the campaign, what is it that can happen after launching the campaign. Try to predict what the external environment will do and if it might
  15. 15. 15 change, create a campaign based on the upcoming changes. Also look at the current economic conditions, will they change and what kind of effect will it have? 7. What can MOBBR do to reach its goals? After goals are set there should be a plan on how to reach those goals, therefore create a list of what needs to be done to reach those and how this could be achieved through the campaign. In order to increase the chances of the MOBBR campaign to become successful and to go viral one needs to put a lot of time and effort into the planning of the campaign. Therefore, it is important to thoroughly think about what can be done and how it should be done. There are four stages of creating a successful campaign: analysis, planning, action and impact (Mckennie, 2013). 
 
 There are several Do’s and don’ts for campaigns which are important to look at in order for it to become successful. Do’s Don’ts Embrace borderless digitalization (Lover, 2014) Solely talking about MOBBR (Collier, 2014) Be creative – stand out (The Financial Brand, 2013) Underestimating the power of clicks (Lover, 2014) Create a funny or memorable campaign Advertise too much (The Financial Brand, 2013) Refine MOBBRs understanding of the target market Create long messages Clearly define the goals and expectations (The Financial Brand, 2013) Rolling out a campaign without enough checks and rechecks. (Netline Corporations, 2014)
  16. 16. 16 CASES OF SUCCESFUL CAMPAIGNS 1. Lays do us a flavor In mid-2012 Lays came up with a campaign that had benefits for customers as well as the company itself. It allowed their customers to come up with a flavor for their lays chips. This campaign called “Do Us a Flavor” challenged customers to come up with an interesting flavor in order to get the chance to win $1 million or to obtain 1% of their sales revenue. The video became a viral success as people got the opportunity to think about a certain flavor that they would like for their chips and they were able to make a lot of money with it! One of the main reasons for their success is that their customers liked having a say in the production, as they had a voice. Marketing Subject Change after Commercial Social Media Followers Tripled fan base on Facebook Sales Went up by 12% (Ankeny, 2014) Video views Over 12 million 2. Dove Men + Care Brazil Dove is known for its touching, original and funny commercials and in Brazil it has launched one of its most successful campaigns so far. The commercial is actually a parody of the Pantene advertisements for woman’s shampoo as it portrays a shampoo that gives ladies luscious, long hair. The campaign shows Diego, who suddenly has luscious long hair just as in the shampoo campaigns for woman. However, Diego does not notice that his hair looks like woman’s hair. His colleague asks whether he has done something to his hair and he points out that it looks different. Diego, then, notices that his hair has become beautifully long and shiny and rushes back home to use the Dove Men + Care shampoo to get his hair back to normal. The end of the campaign says: “it’s not for woman”. Even though the commercial is in Brazilian it has become an international hit and it was nominated for several awards including the prestigious Cannes Golden Lions (Advertising Age, 2013). The main reason for its success is that the video was seen as funny as it is a parody. People tend to share funny videos, as they also want to make other people laugh. The more shares, the more people see it and get acquainted with the brand or come to like the brand. Marketing Subject Change after Commercial Sales Increased by 5.9% (Mcclure, 2013) Video views 2.1 million in the first month Shares 167,218 in the first week (Hall, 2013)
  17. 17. 17 3. Budweiser Superbowl The Budweiser commercial for the Super Bowl this year was liked by the public as it was touching and sweet. The commercial portrayed a friendship between a dog and a horse in order to portray the slogan of the beer, which says “best buds”. As previously stated, the commercial went viral even though it was aired only once during the super bowl. It gained people’s attention as it increased their likeability against the company. The company also increased the likelihood of people buying their product by 37% and it achieved over 1 million shares in a short period of time. Up until now the video has been viewed over 53 million times on YouTube creating even more awareness for the company. The video became viral due to its likability factor. People like animals and feel touched by the friendship between the horse and the dog. Marketing Subject Change after Commercial Sales Likelihood increased by 37% (Marketing Charts, 2014) Video views Over 53 Million views up until now (Budweiser, 2014) Shares Over 3.1 Million views up until now (Viral Video, 2014) 4. Internship.com and Charlie Sheen Internship.com used Charlie Sheen to post an advertisement for them. As soon as Charlie sheen invited the entire world to become his intern the post went viral and internship.com became a hit (Carter, 2013). Marketing Subject Change after Commercial New applicants 74.000 in the first 48 hours Retweets 7761 New vitors to the website Over 1 million unique visitors Conclusion A commercial should be original, it should stand out, it should be funny, surprising, have a likability factor or touch our hearts and makes us think in order to go viral. Furthermore, it should be well thought out and well planned in order for it to become a successful campaign and one should always keep in mind the external challenges that the campaign brings but also the changes that might come. Being well prepared, creative and different is key in this case.
  18. 18. 18 SITUATIONAL ANALYSIS: WHAT IT IS AND HOW IT WORKS A situational analysis will be done to create an overview or evaluation of current but also past factors that have influenced or could influence the organizations current future. The company needs to be evaluated internally but also externally. Therefore, its customers, competitors and the market as well as the economical, technical en social aspects need to be reviewed. These analyses will eventually be represented in a SWOT analysis (The Business Dictionary). It is important to create a situational analysis for a company because the information gathered is needed to formulate a successful marketing strategy. Therefore, the outcome of such an analysis forms an essential part of the marketing plan. As mentioned before, the situational analysis incorporates internal and external information regarding the company. The main issues will be explained in the guide to creating a situational analysis: 1. What is the company’s current product situation? Which explains the sort of products or services that the company sells and breaks that down into core products and secondary or supporting products (or services) that the company sells. This needs to be done in order to be able to relate the core product/service back to the core client. Another option for this part is to add an extra section where the client’s needs and wants in relation to the product/service are discussed. 2. What is the company’s competitive situation? This section will entail information about who the main competitors are, what they currently are doing and explain how they think that their product or service features benefit the client. It also explains what their competitive advantages are. 3. What are the environmental factors that influence the company? Examines what the internal and external environmental factors are that ought to be taken into account for the company. These factors can include economic, sociological, legal, technological or political issues. 4. What are the strengths, weaknesses, opportunities and strengths for the company? This will be illustrated in a SWOT analysis diagram, which creates an overview of what the company is accelerating at and what it should improve. Moreover, it gives an insight in what the weaknesses are of a company and what the threats are that it encounters (Margarit, 2013). WHAT ARE STRATEGIC GOALS AND OBJECTIVES? Strategic goals and objectives are created in order to obtain long-term results. These long-term results cannot be achieved without having certain short-term results that will put the company on the right track to achieving those desired results. The company needs to have a vision and a mission statement so that the company can set the goals and objectives towards achieving that. Objectives are SMART, which means that they should be specific, measurable, achievable, realistic and timely. Therefore, the objectives set need to explain what will be accomplished by what time and how much of it. There are three basic types of objectives:  Behavioral objectives These objectives are mainly focused on changing the behavior of employees. Changing what they are doing and how that affects their work.
  19. 19. 19  Community-level outcome objectives A company can set these objectives if it wants to create a community feeling within the company instead of it having an individual vibe.  Process objectives These objectives are set because the form the basis to achieving the other objectives set by the company. Why should objectives be created? Objectives help a company to come up with timely and feasibly ways to achieve its mission, furthermore it can also show people (funders, organization, stakeholders) what the company has already accomplished. Creating such objectives also helps the company to make the distinction between what is important and what is not. How can objectives be created? First of all, the mission and the vision statement need to be defined. Secondly, the changes that the company wants to make need to be defined and planned in order to fulfill the mission. When the changes to be made are outlined it is important to analyze whether the issues that the company is facing are actually relevant and to see how big the issue actually is. After having done so, the company needs to determine what is realistic for the company to accomplish and what is not. Lastly, the objectives for the company can be set. The objectives can then be used to define the strategies to be used to achieve those (Fawcett, 2011). Strategic goals are created to reach the objectives set by the company. A way of determining and brainstorming through the goals for digital marketing is to use the 5Ss model. This model includes:  Sell – increase the company’s sales through for example, by having more products/services available.  Serve – service is one of the things that other companies can’t copy, therefore a goal can be to add value to the customer by increasing the benefits that customers receive by being part of the company or creating for excellent service.  Speak – get to know what the customer thinks and wants by handing out questionnaires for example or asking them what they thought of the service online.  Save – this goal is set to save costs wherever the company can, such as saving on printing cost or reducing transaction cost.  Sizzle – reinvent the company and reinforce new rules within it. Create brand awareness, make people recognize and be familiar with the brand (Chaffey D. , Digital Marketing, 2012). WHAT ARE KEY PERFORMANCE INDICATORS? Key performance indicators are some form of performance metrics that show what the overall performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an organization to define goals and to measure weather the progress towards those goals is made. The mission and vision of a company need to be identified to all people involved, such as the stakeholders. After defining certain goals and objectives the company needs to have a way with which it can measure whether those goals are met and to what end. That is why KPIs are used. The measurements need to be agreed beforehand as they reflect what will be the success or fail factors within the company.
  20. 20. 20 Each company has different types of key performance indicators, depending on the type of company. One company might be focused on what part of the income flows out of return customers whereas another company might rather list the number of customers helped per year. There are several important things to keep in mind: 1. Key performance indicators reflect the goal of a company, therefore they should be based on the goals that the company is trying to reach. 2. The key performance indicators should be quantifiable, in other words one should be able to accurately measure whether the goal is met. 3. Key performance indicators should ultimately lead to the success of a company. They are created so that they guide towards success. In order to get of an insight on what are good and what are bad key performance indicator, a table is shown containing a few examples, the good examples are formulated according the SMART method (Reh, 2013). Good Bad Title: percentage of total gross profit in sales per month (in dollars). The profit is measured before returns. Title: Increase sales Defined: The difference in gross sales in dollars each month. (percentages will be used to express the numbers) Defined: the changes of number of sales from one month to another. Measured: total sales for the company throughout every area. Measured: total number of sales Target: from august to January, increase sales by 15% each month. Target: more sales each month GENERAL CONCLUSION A situational analysis will be done to create an overview or evaluation of current but also past factors that have influenced or could influence the organizations current future. The company needs to be evaluated internally but also externally. Strategic goals and objectives will be created in order to obtain long-term results. These long-term results cannot be achieved without having certain short-term results that will put the company on the right track to achieving those desired results. These are based on: behavioral, community-level or process objectives. Objectives help a company to come up with timely and feasibly ways to achieve its mission; furthermore it can also show people (funders, organization, stakeholders) what the company has already accomplished. Strategic goals are created to reach the objectives set by the company. A way of determining and brainstorming through the goals for digital marketing is to use the 5Ss model. Key performance indicators are some form of performance metrics that show what the overall performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an organization to define goals and to measure weather the progress towards those goals is made. the KPIs set need to be SMART, meaning to say, they need to be specific, measurable, achievable, realistic and time based (Pittlekow, 2012).
  21. 21. 21 CHAPTER 3: RESEARCH METHODS This chapter will contain information about the research methods that will be used for the primary and secondary research. COMPETITOR ANALYSIS In order to investigate about Mobbr’s competitors secondary research will be done. Primary research will not be part of the competitor research, mainly because competitors are not likely to give any information. Desk research will be done to gather information about them. Desk research will be done via: books, blogs, papers, articles to gain information about Porter’s 5 Forces, Porter’s, main competitors and their advantages via the Generic Strategy Model and the Blue Ocean theory all applied to Mobbr. PLATFORMS In order to investigate about platforms, primary and secondary research will be done. Secondary research to find platforms and field research will be held via interviews with the platform organizations found to generate information on successes, failures and the Mobbr concept. Different kind of platform organizations will be interviewed in order to gather their opinions on Mobbr. The sample chosen for the company will exist out of six companies, important is that they are different companies. Four collaboration platforms, one online communities and one inner crowd will be selected. The reason for this selection is that within the collaboration platform, as found in the ‘Literature Review’, four types have been defined. Therefore via Secondary Research, mainly via the internet, one co-creation platform will be selected, one crowd wisdom, one crowd voting and one crowd funding platform, all in the Netherlands. Furthermore, on the supply side of Mobbr their market important parties involved are found, namely online communities and inner crowds, it is important that one of both are interviewed as well. Additional options for the companies must also already be selected in case of no response. The research method chosen is qualitative research, namely interviews, since in-depth answers are needed to formulate how Mobbr is viewed and the possibilities Mobbr can have with these types of crowd sourcing platforms. Furthermore, as written in “Research methods for business students” by Saunders, Lewis and Thornhill, the structure of the interviews could be structured, semi-structured or un- structured (Saunders, 2009). For these interviews, semi-structured interviews will be conducted. The reason for this is that there are different kinds of platforms that are going to be interviewed, which have different characteristics. Therefore, an outline for possible questions can be found in Appendix 2, however the order and the actual questions will depend on the flow of the interview. Planning Since interviews take a lot of time, emails will need to be sent out with a request for an interview as soon as possible to the selected companies. Therefore, in the following weeks companies will be approached to see if an interview is possible and whether a time and date is available. If a company does not respond within two weeks, another company must be contacted. All by all, four different kinds (co-creation, crowd wisdom, crowd funding, crowd voting) platform companies will be chosen to be interviewed, due to their differences. Two additional ones have to be selected in case of no response. The structure of the interview will be semi-structures and the emails for the request of the interviews have to be sent out as soon as possible, if a company does not respond within two weeks, it is important that another one needs to be contacted.
  22. 22. 22 SEGMENTATION In order to investigate about segmentation, primary research will be done via an interview with Ernesto. Information will be gathered during this in-depth interview to come up with possible segmentation groups that are in line with the demand and supply of the market. Secondary research will be done, to come up with a segmentation strategy for the segmentation group(s). The primary research, the in-depth interview, will be with Ernesto in order to gather information about their current services that are used by the demand side of the market, namely: Corporates & SME’s, Open Source Projects and Public Sector & NGO’s. It is also interesting to see how the supply side reacts, questions can also be asked about that. The interview will be an in-depth interview, to gather as much information as possible. The questions for the interview can be found in Appendix 2. The secondary research about the Marketing Mix Module will be done via books, blogs, papers, articles and websites to find the most suitable segmentation strategy for Mobbr. DIGITAL APPEARANCE In order to investigate about the website part of the digital appearance, primary and secondary research will be done. Secondary research via the internet and primary research via surveys to generate information from visitors about the website’s appearance, the layout and usability for example. Via secondary research, the criteria for attractive websites will be applied to Mobbr. This will be done via comparing the criteria to what’s seen or found on Mobbr’s website. Secondary research will also be done regarding the integration of Social Media for Mobbr. By looking at the websites, the different Social Media platforms will be investigated and an advise will be given about possible opportunities Mobbr might be missing out on. Via primary research, the opinion of visitors on the website will be researched. A questionnaire developed by WebQual will be used to carry out the research. The questionnaire in Appendix 2 will be used to carry out the research for Mobbr 's website. The questionnaire will probably be held among students, since they are interested in an innovative way of working and should be the ‘working class of the future’ and are easy to find. The questionnaire will be held among 50 students of the Hogeschool Rotterdam, probably with an Ipad so the students can have a look at the website while conducting the questionnaire. The questionnaire will be conducted to help Mobbr gain insight on the opinion of visitors on the new website. ONLINE AND OFFLINE MARKETING CAMPAIGN The research methods for the different parts of the online and offline marketing campaign can be found below. SITUATIONAL ANALYSIS In order to investigate Mobbrs situational analysis primary research will be done. However, external analysis will be done through secondary research. The company’s customers, competitors, products and the political, economical, sociological, environmental and technological aspects affecting it will be examined. The internal analysis for Mobbr will be focused on several issues, where the main aspect is to assess the current contribution that the company obtains from its digital marketing. The overall effectiveness of what Mobbr is doing at the moment will be examined trough Primary research. Secondary research will be done on how to perform such a situational analysis. Furthermore, the competitor analysis will also be done through secondary research as well as the PEST-analysis.
  23. 23. 23 On the other hand, customers and products will be examined through either primary research or, if there is no sufficient information to be found, through in-depth interview of the customers. The book to be used for secondary research on how to perform a situational analysis is: Digital Marketing by Dave Chaffey. If an interview ought to be done because of lack of information, the outline can be found in Appendix 2. STRATEGIC GOALS AND OBJECTIVES The consultancy group as well as Mobbr will set the strategic goals and objectives. In order to set objectives and goals, primary research will be done to see what the company is doing now and how to improve its position by setting goals and objectives. In order to get an overview of what the company sees as important goals for the company an interview will be held. Desk research will be done in order to come up with the first step, which is, knowing the company’s vision and mission statement. An interview with Ernesto will be held in order to find out what Mobbr wants to achieve and by what time. Based on that information the goals and objectives can be set. An in-depth interview with Ernesto will entail which goals are realistic for the company and which are not. An outline for the interview can be found in Appendix 2. Furthermore, secondary desk research will be done in order to have a clear insight on how to create SMART objectives and goals. The Digital Marketing book by Dave Chaffey will be used as a guideline. KEY PERFORMANCE INDICATORS The KPIs will be examined through Google Analytics, meaning to say, through desk research. The KPIs for the coming period will be set after performing an interview with the owner of Mobbr, Ernesto. KPIs are some form of performance metrics that show what the overall performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an organization to define goals and to measure weather the progress towards those goals is made. The research method to be used in order to come up with the KPIs for Mobbr will be qualitative research. Therefore, an in-depth interview will be held with the owner or owners of Mobbr, probably Ernesto. This interview will be a structured interview and the outline can be found in Appendix 2.
  24. 24. 24 CHAPTER 4: FINDINGS This Chapter will provide information about the findings of the Competitor Analysis, Platforms, Segmentation, Digital Appearance and the Off and Online Marketing Campaign. COMPETITOR ANALYSIS The Competitor Analysis will contain information about Porter’s Five Forces, the main competitors, their main competitive advantages and the Blue Ocean Theory. PORTER’S FIVE FORCES 1.Threat of Intense Segment Rivalry The Payment System market Mobbr operates in is a market segment which already has numerous strong and aggressive competitors. Especially PayPal is one of the biggest payment system providers online, and as with Mobbr, customers are able to make payments to a large group of people at once. The amount of competitors is likely to increase because people use online payment systems more and more due to the increase in online shopping. PayPal as one of the main online payment providers has a high stake in staying in the market segment, they are a well-known brand with lots of users and a payment system that has been optimized over several years. The market, in which websites facilitate instruments that enable users to find crowdsourcing platforms and tasks online, has very little competitors. Which means Mobbr is a very attractive and strong company, since it has no competitors yet. The service Mobbr provides at the moment is unique and therefore creates a competitive advantage over the market segments of which its service consists. 2.Threat of New Entrants Several parties invested in total $ 1.220.000,- in Mobbr (CrunchBase, 2014), from which can be concluded that the entry costs are relatively high. The high costs for entering the market lower the threat of new entrants. Secondly, businesses that want to enter the market first need a banking license and will have to develop the infrastructure behind a payment system such as on which Mobbr is already working for over two years. That are barriers that make it less likely for other companies to enter this market. 3.Threat of Substitute Products Crowdsourcing is relatively new, therefore substitutes for service providers like Mobbr are relatively new as well. Substitutes for Mobbr are the payment systems that operate on crowdsourcing platforms, some of those payment providers already offer mass payment options. The amount of power that the substitute products have is high in Mobbr ’s case, PayPal for example is globally well-known for its services, which makes the threat of substitute products high and the market less attractive. 4.Threat of Buyers Growing Bargaining Power The amount of potential buyers is high, every person operating on a crowdsourcing platform could become a buyer if the websites allows Mobbr payments. This means that the market Mobbr is trying to get in has a lot of buyers, which makes the buyers bargaining power go up. On the other side however, there is no similar product on the market, the only competitors could only run substitute services that have limited functionality. 5.Threat of Suppliers Growing Bargaining Power Mobbr ’s suppliers are the crowdsourcing platforms, they supply the platform that Mobbr needs for its service. There are only a few crowdsourcing platforms in The Netherlands, so supplier bargaining power is higher than is the case internationally, because there are lots of crowdsourcing websites that operate internationally. The threat suppliers pose for Mobbr is not the price, because Mobbr doesn’t pay the websites, but the threat here is that crowdsourcing platforms will use other payment systems instead of Mobbr. ’s.
  25. 25. 25 MAIN COMPETITORS As for the main competitors PayPal and Skrill are compared with Mobbr. Those companies are chosen because both PayPal and Skrill provide a payment service that enables users to send money to a large group at once. PayPal and Skrill are both examples of competitors, although they only compete on one part of Mobbr ’s service. As indicated in the table in Appendix 2 there are a few points on which not every company is clear and transparent. Even though there is no or very hard to find information on the points, it does tell which companies are more consumer friendly and are more open about the service they provide. The main criteria points on which Mobbr in this chart is being compared with PayPal and Skrill are: - Usage on crowdsourcing websites: If this would not be the case, the competitors would be less involved in the competition. -Ability to find platforms and crowds: If this would be the case for the other payment systems, the market Mobbr is in would have competition. -Fees: In the end Payment Systems are all about the money. Although quality service is very import, making payments for less is probably more attractive. -Bank account: This is import because consumers want to know if they have to pay to create an account or to withdraw money from an account. MAIN ADVANTAGES COMPETITORS The main advantages that stands out based on the table are the following; - A track payment tool that PayPal explicitly puts on their service description, this tool increase security which is highly appreciated by customers. -PayPal their experience, they are already a well-known payment option all over the world. Conclusion Out of the three payment systems compared on the chart, Skrill is the one with the most disadvantages. Skrill users have to pay extra fees which users of Mobbr and PayPal don’t have to and Skrill is the least transparent about their service and the costs involved. In essence, Mobbr and PayPal don’t differ that much. Although Mobbr is more than just a payment system, which is the main advantage over the other two companies, it’s payment service and what users can do with it is in Mobbr ’s scope not that different from Paypal. However, Paypal their experience is an advantage Mobbr cannot compete with. Besides being more than a payment system, two other competitive advantages Mobbr has over Paypal and Skrill are the option to search for platforms, crowds and tasks, and the free option to do crowd or mass payments.
  26. 26. 26 BLUE OCEANTHEORY Looking at the picture in Appendix 1 and knowing Mobbr is currently trying to create a new market in which they indirectly don’t have competitors, it is safe to say they are in a Blue Ocean at the moment. It is important for companies in a Blue Ocean to look at the following aspects: Raise: What factors should be above the standard the industry maintains? In Mobbr’s case, this could be being more than just a payment system. Eliminate: What factors that were heavily competed on in the industry must be eliminated? Based on the chart in Appendix 2, the factor of extra (hidden) costs is important to eliminate. Reduce: What factors must be minimized to get below the standard the industry maintains? The following factors are important for Mobbr to minimize: -Pay-back hassle. -Transit time of money from sender to receiver. -Fees. Create: Which new factors should be made that the industry never offered? This is the ease of Crowd Payment technology use, which is never offered this specific way. These aspects are interesting for Mobbr to keep in mind in order to make a successful start in the new market they are creating and thereby giving possible new competitors no chance. GENERAL CONCLUSION Looking at Porter’s Five Forces, the threat of intense segment rivalry is high for the payment system market, Paypal is one of their biggest competitors. However, the market, in which websites facilitate instruments that enable users to find crowdsourcing platforms and tasks online, has very little competitors. Which means Mobbr is a very attractive and strong company, since it has no competitors yet. The threat of new entrants is low because of the high costs involved, and the threat of substitute products is high looking at Paypal their products for example. The amount of potential buyers is high, every person operating on a crowdsourcing platform could become a buyer if the websites allows Mobbr payments, which makes the buyers bargaining power go up. The threat of suppliers bargaining power is low in the Netherlands, but relatively high abroad since there are more international crowdsourcing websites. The main competitors of Mobbr are Paypal and Skrill, compared on their usage on crowdsourcing websites, ability to find platforms and crowds, feed and bank account involved, Paypal is Mobbr their main competitor. Their experience is an advantage Mobbr can’t compete with, but being more than a payment system, their ability to search for platforms, crowds and tasks and the free option to do crowd or mass payments Mobbr has some important competitive advantages as well. The Blue Ocean Theory is interesting for Mobbr to look at since they are currently trying to create a new market in which they indirectly don’t have competitors.
  27. 27. 27 PLATFORMS In order to identify which platforms could be possible consumers of Mobbr , successful platforms in the Netherlands will be studied to investigate what makes them successful. Furthermore, the problems that are faced by crowdsourcing platforms are also studied. WHAT ARE EXAMPLES OF SUCCESSFUL CROWDSOURCING PLATFORMS? After having researched the characteristics of successful crowdsourcing platforms and the different types of crowdsourcing platforms, Dutch examples were found for the examples of successful crowdsourcing platforms. For each type of platform, at least one great example was found. Co-creation Platform An example of a co-creation platform is Team Topzorg (translated: team Topcare) Which is a successful platform in The Netherlands, as written on Frismakers (Het succes van onze co-creatie omgeving Team Topzorg bij Menzis). Team Topzorg was set up by Menzis, a health insurance company that aims to improve the healthcare in The Netherlands. At the platform, everyone can express their opinion on care, share their experiences with receiving care and give tips. Their objective is to get 5000 members and after just a few months they reached over 3000. This proves their success. Furthermore, looking at the success factors described in Chapter 2, certain factors can be found in this platform. For instance, it is a cost-free way to gather information about health care services. Furthermore, it is easy to navigate with the current design. Their privacy policies are easily found and there the statements make the website reliable. The themes of discussion make it easier to handle larger crowds/different kinds of crowds. In the game rules, there are statements that help to minimize bias, people are encouraged to not get too far off topic and not repeat themselves. The involvement into the company can be found in the result page. The results there present the issues where Menzis is busy with handling. Since a topic is opened and people can respond on each other, ideas are piled on each other. Special features that Menzis has are that teams of moderation are behind each theme and internal platforms are linked to external ones (Het succes van onze co-creatie omgeving Team Topzorg bij Menzis). A second example is “Ontwerpen voor geld” translated; Design for money, which is a platform for designers to design and win prize money with it (geld, sd). On their website it is stated that they began in 2009 and it was an immediate success. Two years later they went abroad and launched: “Crowdsite” their international crowdsourcing website. One can request a design, which can vary from a logo to a house style, then the requesting person chooses the best design and the money is transferred, according to Chris Gobel. “Ontwerpen voor geld” was one of the first crowdsourcing websites in The Netherlands. It provides companies with a great reach of designers and designers can work from home and participate in contests they might not have been able to do so in a traditional way. When examining their success, certain factors were found among this platform as well. In an interview, Chris Global explains that the responses to a competition are received in about two to four weeks (HTML- site, 2009). There are more than 1500 designers ready to respond. The amount of bias is helped to minimize by the public, they can vote for the best designs which can help the person who has assigned the challenge to decide. There is a money-back guarantee, except for a guaranteed website, which is one of the three type of competitions to choose from that guarantees the designer that somebody will be guaranteed to win and gain money (Ontwerpen-voor-geld). This shows more reliability to the designer. There is also the option of a closed competition, where the competition will not show up in search engines and will only be viewable for logged in members and the last option is a one-on-one competition where
  28. 28. 28 the designers will not be able to view each other’s designs. Furthermore, the design is clear. According to Chris Globel: “the design is simple but inviting.” They have investigated how the interaction normally goes between a designer and the task giving person and the results have been used in the design of the website. Also, Roel Masselink has mentioned in the interview that the success is mostly booked through word-of-mouth communication, and that their strongest aspect is their aim at quality above all. He has also said that a lot of effort and attention was spent on the website and marketing. A third example in the Netherlands is similar to “Ontwerpen voor geld”; Brandsupply, also a website for graphic design (Brand Supply). They recognized the problem that occurred: Design companies deal with high costs and have trouble reaching those designs that fit the glove and are just right. Therefore, Brandsupply connects designers and those requesting a design. On their website they have earned four stars and a grade of 8.4. Big brands have already shown interest in Brandsupply. Renault, Greenpeace, Kilroy, WAR child and more brands have made use of Brandsupply. Furthermore, they collaborate with the Rabobank to help start-ups have designs for a price they help to determine. Looking at factors behind the success, Melanie has made use of their services for her blog and described the services as cheap, easy and personal (Melanie). Furthermore, she gets responses within in a day, however not the best responses, since everyone can join. Therefore, bias can take place. The time of the competition is depended upon the person who gives the task. Furthermore, there is not really the ability to pile upon ideas, however communication can take place with the designer to adjust the design that designer has handed in. Crowd Voting A second type described by Howe is Crowd voting. An example of this is onderling.nl. At onderling.nl, people can vote about decisions FBTO has made, if more than 60% has determined that FBTO has not handled correctly, their decision will be adjusted to the opinion of the crowd, according to their website (Onderling). It does not cost the users anything and the forum is easy to navigate due to the topics. FBTO is unique according to Caroline Bos due to the fact that they actually follow up on a voting. Since there is the promise that FBTO will follow up on the issue when it receives enough votes, it ensures its reliability (Onderling.nl: Moet de verzekeraar uitkeren of niet? Jij beslist!, 2013). Furthermore, according to the interview with Remco Kruiper, their success can be found in the fact that they put themselves up as vulnerable this way. This together with transparency has created their success. Crowd Wisdom A third kind described is Crowd wisdom. One Dutch example is battle of the concepts. According to their website, battle of the concepts companies are looking for new concepts and students or young professionals can join the battle to provide the company with the best concept (Hoe werkt het?). Taking part in a battle is completely free and the company provides prize money for the best idea. The platform was set up in 2009 and was called The Netherlands’ biggest “Denktank” (literally translated; thinking tank) on Frankwatching by Sébastien Willems (Willems, 2009). The success of the platform is also shown in the fact that multiple big companies have joined the platform to post their question. The success of battle of the concepts can be found in the fact that it is free. Furthermore, there is the ability to be recognized by the companies, if they like your concept, according to Joost Dekkers (Dekkers, 2008). The fact that already big companies have used it, ensures its reliability. Lastly, the prize money behind the competitions can run up to 5000 euros, which also shows success.
  29. 29. 29 Crowd-Funding The fourth and last one, is crowd-funding. An example of this is PIF world. PIF world is a successful platform in The Netherlands who launched in 2009 and has reached 1 million of donations beginning this year, according to Anne-Lot Hoek (Hoek, 2014). Additionally, PIF World has won great prizes, the best charity website award and the global interactive media awards and has world leaders behind them Sir Richard Branson and Archbishop Desmond Tutu. PIF world offers a platform where anyone can start their fund raiser for their organization, and anyone can find one to donate to (World, sd). The primary reason for the success of the platform is the good cause, which attracts those interested in helping the world and it reaches the news faster. Furthermore, there is transparency which ensures reliability. The website is able to handle large crowds and different crowds, as it divides the roles into five types. It is promised that all the donations go directly to the cause, which also makes it cost-free. Would these platforms be suitable for Mobbr? Team Topzorg This platform is currently not involving any incentives for the contributors. Therefore, there is a small chance they will adapt to Mobbr, however it has a small chance. Mobbr could convince them on the new economy and show them the advantages of providing incentives. Ontwerpen-voor- geld This platform does involve money and therefore they could benefit from the Mobbr payment system. Right now it involves transaction one to one, however with the Mobbr system they could provide the options of multiple people seeking multiple designs in the same category. Brandsupply As brandsupply is similar to Ontwerpen voor geld, the same accounts, Mobbr can provide new user options for them at a lower cost. Onderling.nl The chance of this platform using Mobbr is very small. A small input of a large amount of people is requested, therefore the chance of money being involved is very small. Battle of the concepts As incentives are already involved, the same applies as with Ontwerpen voor geld. Now the winner takes it all, however with the Mobbr system, number 2 could perhaps also gain some money, if his concept is of use to the company. There are more options for them. PIF World As more people may be interested in more causes, they could make good use of the Mobbr payment system. They could provide the option of dividing percentages over multiple causes, which Mobbr could then pay out in the name of an individual or a group.
  30. 30. 30 WHAT ARE POSSIBLE PROBLEMS OF CROWDSOURCING PLATFORMS? The problems of the crowdsourcing platforms found during the literature were: lack of confidentially, lack of communication, risks of intellectual property and the risk that a lot of ideas are provided, not solutions. Taking the examples of the crowdsourcing platforms, most problems can be found in the platforms. The first problem lack of confidentiality, can be found in almost every platform. Some platforms are aimed at a type of users. Platform Team Topzorg is for people who have experienced health care and have an opinion about it, however how valid that opinion is can only be evaluated for reliability by the amount of times that opinion has been mentioned. Secondly, Ontwerpen-voor-geld connects designers with companies or individuals who have a design task. On their website they claim to have professional designers and for each design a ranking is possible. For Brand Supply is somewhat similar. However, Brand Supply does have a ranking with 20 best designers. The amount of won design contests is kept in count and through that, credibility can be defined. The platform Onderling.nl of FBTO is for any customer of FBTO who is not happy with the decisions of FBTO. Anyone could join, therefore credibility is a problem. Battle of the Concepts aims at young professionals and students, which gives some information of who is dealt with. There is also a ranking provided which gives information of who performs well. Lastly, PIF world is for different parties. Any foundation organized under Dutch law with a bank account in the Netherlands can join. International foundations are checked per case and nonprofits are screened. The second occurring problem among platforms is a lack of communication. In the platform of Team Topzorg, it is clear which cases are being investigated and moderators are on the platform as well. Ontwerpen-voor-geld has different options for communication, such as a private competition, which is free in its options of communication. Furthermore, there is also a forum and a discussion per competition. At Brandsupply it is possible to give the designer feedback and to come to a solution together. At FBTO moderators are also present to talk to the people and check comments. Battle of the concepts just has the project description, there is no further communication at all. PIFworld does provide multiple options of communication. It is a community, you can follow others who inspire you and be updated on their activities. The third problem that occurs often is the risk of losing intellectual property. Since the platform Team Topzorg and FBTO is about offering opinions, this may not be such a problem for them. However, Ontwerpen-voor-geld could have problems with this. Therefore, they have provided a disclaimer on their website to prevent problems with this. On their website it is stated that the company who chooses the winning design, is responsible themselves for the possibility of the design having the risk of already existing. If however, this is the case, than the platform will take measures to prevent the designer from entering the platform ever again. Brandsupply ensures that the copyright is provided after the payment has been done. If the designer finds his design being used elsewhere, then he can take further steps. Furthermore, Battle of Concepts requires those who attend the battle to sign off all their rights to www.creativecommons.com. Additionally there is the risk that a lot of ideas are provided, but no solutions. Team Topzorg has moderators that are allowed to remove ideas that are off topic. For websites such as Ontwerpen-voor- geld, brand supply and Battle of the concepts there are the rules that it cannot be similar to other designs and clear communication in the assignment can prevent this problem.
  31. 31. 31 Lastly, there is the problem for technical staff. Team Topzorg has moderators on the page that try to prevent some of that work. On Ontwerpen-voor-geld there is a rating system that prevents trouble as well. Brandsupply has a ranking as well, as mentioned. For Onderling.nl rules prevent this, if simply over 60% votes for a yes, the idea will be discussed. WHAT ARE THE OPINIONS OF THE CROWDSOURCING EXPERTS? Two interviews were held, one with Roel Masselink of Ontwerpen-voor-Geld and a second one with Remco Kruiper of Onderling.nl go gather the opinion of crowdsourcing experts. The interviews can be found in Appendix 3 and the conclusions can be found below; Roel Masselink Ontwerpen-voor-geld is very big in the Netherlands, namely market leader. Their success and problems have already been discussed in previous paragraphs. They are currently using Paypal for their payments but have plans to move to Skrill. He said that he could only be interested in Mobbr if it really pays off in money. The ease of it is not really an improvement, he already finds Skrill and Paypal easy to use. If he looks at the website, it is all unclear to him. He advises Mobbr to focus on the technical industry. Remco Kruiper Onderling.nl is a successful community of FBTO. They are currently not using monetary incentives and do not want to do so in the future. They have decided on this because they do not want to be a commercial platform. If he looks at the website of Mobbr, it is not clear on the website what it is. When hearing the explanation it becomes more clear. This should be more clear by making the website more customer- oriented, at a specific customer. GENERAL CONCLUSION After having researched the characteristics of successful crowdsourcing platforms and the different types of crowdsourcing platforms, Dutch examples were found for the examples of successful crowdsourcing platforms. For each type of platform, at least one great example was found. Examples of successful Dutch co-creation platforms are Team Topzorg, Ontwerpen voor Geld and Brandsupply. A successful Dutch crowd voting platform is onderling.nl and a successful example of a crowd wisdom platform is battle of the concept. PIF world is an example of a successful crowd-funding platform. These platforms all have different factors of success, as different possible problems. Almost all of the platforms would be suitable for Mobbr, Ontwerpen-voor-geld, Brandsupply, Battle of the concepts and PIF World are the most suitable platforms for Mobbr. Interviews were held at Ontwerpen-voor-geld and Onderling.nl, topics as successes, weaknesses and their opinion on Mobbr were discussed. Both stated the idea of Mobbr wasn’t really clear and the website did not contribute to a clearer view. They recommended to focus on the technical industry and a customer- oriented website. Ontwerpen-voor-geld would be willing to work with Mobbr if it really pays off in money and Onderling.nl is not, since they are currently not using monetary incentives and do not want to do so in the future.
  32. 32. 32 SEGMENTATION Segmentation will contain information about the segmentation of the market, possible industries and markets to target for Mobbr, and how to position. HOW TO SEGMENT IN THE ONLINE AND OFFLINE MARKET? Since Mobbr is used for an online service, the online market will be targeted. A customer analysis has been performed where personas are investigated and the voice of the customer is researched, in order to gain an understanding of the customers of Mobbr. The personas can be found in Appendix 4, they are called: Corporate Cedric who has a task, Platform Petra who hosts a task and Online Ollie who wants a task. Mobbr is in charge of their payments. Github.com is similar to Platform Petra and hosts a task via Mobbr. Voice of the Customer To measure brand perception in an authentic, meaningful way, it’s important to see the brand from the customers’ and prospects’ perspective. Mobbr can improve their services by paying attention to the voice of their customers. One of the ways to determine the voice of customer is to watch social media channels. Mobbr has social media presences on Google Plus, Twitter, Facebook, LinkedIn and YouTube. Examples can be found in Appendix 4. Since Mobbr is a start-up they don’t have many customers yet that give their opinion. Looking at their social media presence, there is an overall positive attitude towards Mobbr. WHAT ARE POSSIBLE INDUSTRIES AND MARKETS TO TARGET? According to Ernesto Spruyt, possible industries and market exists out of the demand and supply in the market. As seen in the picture in Appendix 4, demands consists of Corporates & SME’s, Open Source Projects and the Public Sector & NGO’s. These are possible markets for Mobbr to target, because they can ‘host’ a task. Supply consists of Collaboration Platforms, Online Communities and Inner-Crowds, they can react on the tasks. HOW TO POSITION IN THE MARKET? The usual targeting approaches will not be used for Mobbr. In order to position successfully in the market, according to Ernesto, demand and supply has to meet each other. One research question from the demand side and one research question from the supply side has to be combined in order to get a successful positioning in the market. The possible research questions were given by Ernesto Spruyt and can be found in Appendix 4 and seen below. Demand Corporates & SME’s: What are the characteristics of businesses processes that can be done much more effectively through crowdsourcing? List/Ranking?
  33. 33. 33 Open Source Projects: What are the characteristics of OS Projects that are suitable to be crowdfunded and paid through Mobbr? List/Ranking Public Sector & NGO’s: What kind of work can be done online that can be outsourced to poor people? Which organizations are interested in this? List/Ranking? Supply Collaboration Platforms: What are the lowing hanging fruit platforms for Mobbr? How can we spread the word among the users of the platform that are already connected? Online communities: What are the characteristics of communities that are specifically suitable to be turned into a consultancy firm? Where to find them? Inner-crowds: What type of work is specifically suited or even desired to stimulate collaboration? E.g. stimulate people sharing their contact for sales. The idea is to combine the Public Sector & NGO’s with online communities, because this was advised by Ernesto. HOW TO POSITION IN THE CUSTOMERS MIND? For example via the following: • Reinforcing the core proposition and prove the credibility. • Define the online value proposition. This should flow from positioning and be what the customer sees immediately when they interact online. • Define this in key messages for different audiences, e.g. prospects against existing customers, segments with different values (Chaffey D. , 7 steps to a digital marketing strategy, 2014). Positioning for Mobbr Core proposition: Highlight that combining the Public Sector & NGO’s with online communities is a win-win situation. The Public Sector wins in time and image. It is always good for a company to help communities in need. Information should be gathered about what kind of work that can be done online that can be outsourced to poor people? Which organizations are interested in this? With the desired result of a list or ranking for Mobbr. Communities in need win because they are offered work and via a very simple and reachable way, online. Information should be gathered about specific communities in need that are suitable to turn into a ‘consultancy firm’ and where to find them. Value Proposition and Key Message for Mobbr Key Message: Mobbr should define the Online Value Proposition in key messages for different audiences, for example prospects against existing customers, segments with different values. ‘With the simplicity of online work, Mobbr helps communities in need.’ WHAT IS THE MOST SUITABLE SEGMENTATION STRATEGY FOR MOBBR? After combining the demand and supply side for the segmentation, targeting and positioning, the Marketing Mix Model can be used to define the segmentation strategy. The Marketing Mix exists out of the
  34. 34. 34 7 P’s: Product, Price, Place, Promotion, People, Physical evidence and Processes. This Marketing Mix will be applied at the Online and Offline Marketing Campaign part of this Chapter. GENERAL CONCLUSION Since Mobbr is used for an online service, the online market will be targeted. Persona’s and the voice of the customer were investigated to gain customer understanding. From the different segments the Public Sector & NGO’s with online communities are targeted. The core proposition for Mobbr is highlighting that the combination of the Public Sector & NGO’s with online communities is a win-win situation and the key message will be: ‘with the simplicity of online work, Mobbr helps communities in need. DIGITAL APPEARANCE The digital appearance chapter will contain information about the website of Mobbr. First, criteria for attractive websites will be applied for Mobbr. Secondly, since Social Media is very important nowadays, suitable ways to integrate Social Media for Mobbr are researched. Thirdly, primary research are held via a survey to see what the visitors opinions are on the new Mobbr website. WHAT ARE CRITERIA FOR ATTRACTIVE WEBSITES? In order for Mobbr to create an attractive website Mobbr has to have a mind map of the exact information they need to show on their website that will be attractive ad appealing to their customers. According to a website page must be clean, uncluttered, and very easy to read without hurting the eyes Clay(Clay, B 2014). Some points for attractive websites, and important for Mobbr to keep in mind, are the following: 1.Content Richness Mobbr might consider creating a video blog which they can post regularly, a podcast for download, an interesting info graphic, or even a white paper for their customers/ prospects to download. 2.User-Friendliness Mobbr should think about providing concise content and readability, making content easy to scan, contrasting the colour scheme, improving navigation and speed up their site. The Mobbr website has a good loading speed which is a good advantage for the company because it improves the stickiness rate and reducing the bounce rate. 3.Reliability Mobbr should suppor their website with an infrastructure that is reliable, this makes a difference in how the public perceives them. It is advisable for Mobbr to have good back-up and security measures for their website. Mobbr can make use of a remote backup which makes sure data won’t be lost, examples of free backup software are Back-In-Time and Box Backup. 4.Freshness According to Stephard Google ranks fresh contents higher (Shephard,2011). The implication is that Google measures all of your documents for freshness, then scores each page according to the type of search query. It is advisable for Mobbr to post fresh content on their website and social media accounts regularly to rank higher and be well optimised on search engines. 5. Security Mobbr can secure their website by engaging in a multifaceted approach to website protection. The company can minimize the chances of a severe security breach. If Mobbr utilizes a shared web host, they would want

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