The document outlines plans for an electronic products live search and review website in China. The key points are: 1) The website aims to become the largest electronic products search and review site in China through providing live search with guides, user generated content, mobile queries, price comparisons, and a product directory. 2) It will be based in Beijing to take advantage of the large electronics market there. The site will allow live searches with guides, user reviews sent to mobile phones, price comparisons, and a product guidebook. 3) Market research found demand for more objective and up-to-date electronics information online, as most current sites lack interactive user reviews. Many users are interested in live search assistance.

2. 1. Mission & Vision
1.1 Positioning:
Become the biggest electronic products live search and review Web2.0 site in China.
1.2. Value Proposition:
•Live search with guides
•User generated content
•Mobile phone querying products review
•Price comparison
•Product Yellow Page (software, book)

3. 2. Company Description:
2.1 Who we are:
We are an electronic products live search and review website.
2.2 Where we are:
We will land in Zhong guancun Beijing. Because there is the latest electronic
products information and it covers all over the country compared with the other
cities like Shanghai and Shenzhen.
2.3 What we do:
• To provide the users with products live search with guide
• To let users generate the content by themselves
• To send the products reviews to the users’ mobile phone once they query
• To compare the prices of different e-commerce websites
• To publish product yellow page software and books

4. 2.4 Why we start up:
(1)The timing is appropriate :
Now Web2.0 is spreading all over the world, every new start-up is trying to find the
way to make miracle from this trend. Youtube made it, Myspace made it, Facebook
made it and we can also make it in the near future. Because in China, this concept
is still very new and no big success Web2.0 site comes up, especially the same type
website. We can see that our website is the first one in China.
(2)The need for the users:
Users think that it is very difficult to find the electronic products information online
through the search engines like google or yahoo and the professional electronic
products forum like PConline or IT168. So our website with live search and users
generated products reviews emerges with this time.

5. 3. Product &Services
3.1 Product:
This website can be divided in to two parts: one is the live search and the other
is the products review community.
购买体验是否与人分享
100% 94%
80%
60%
40%
20% 6%
0%
会 不会

6. The search is made up of search in this site and search with guide.

7. 3.2 Services:
(1) We will provide the real person guides to help the users find the information
they want.
This is the alternative function the users could choose whether they
need the guide help.
They just need to type the name of the product, and then click the search with
guide, our real guide will come out to chat with the user and guide him to know
about the product.

8. (2) We will send the products reviews and the average prices to the users’ mobile
phone once they want to check the product’s information.
They just need to type the name and type of the product and send to the assigned
number and then our website will reply with the detail information mentioned above.
(3) We will compare the product’s prices of different e-commerce websites
(4) We will collect the information from our database to make the electronics product
guide dictionary and guide books.
(5) Virtual Lab: according to the user’s reviews towards the product, in a flash-based
webpage, the product will be made of two side one id the positive reviews in red and
negative reviews in dark. And this is increasing with the reviews from the users.
This is an illustration of the review of the product in very vivid way to help the users
know about the goods quickly. The products are updating every minute.

9. 4.Industry Analysis
4.1 About WEB 2.0
Web2.0 is the second generation of internet based services that let people
Collaborate and share information online in a new way.
The core feature of Web2.0 is that the users are information receivers as well as
information providers, which can provide a perfect platform for information
exchanges

10. 4.1.1 The principles of Web 2.0 :
•Web as platform, reach out to the entire web not just the center.
•Harnessing collective intelligence, turning the web into a kind of global brain.
•Data as the driving force.
•Operations must become a core competency and users must be treated as
co-developers, in a reflection of open source development practices.
•Lightweight programming models to build loosely coupled systems and allow
syndication.
•Software above the level of a single device i.e. not limited to any specific platform,
technology and devices.
•Rich user experience i.e. enabling user to use web as a medium to collaborate,
classify and editing, etc.

11. 4.1.2 Core Competencies of Web 2.0 Companies:
• Services, not packaged software, with cost-effective scalability.
• Control over unique, hard-to-recreate data sources that get richer as more
people use them.
• Trusting users as co-developers.
• Harnessing collective intelligence.
• Leveraging the long tail through customer self-service.
• Software above the level of a single device.
• Lightweight user interfaces, development models, and business models.

12. 4. 2. About ‘Public Evaluation Website’
•A ‘Public Evaluation Website” is ‘a third party’ evaluation website which
provides public platform for consumers to express opinions and exchange
information.
•Public Evaluation Website’ becomes more and more popular nowadays in
mainland China.
•There are several public evaluation websites which focus on food, books,
baby nutrition, etc now in Mainland China.
•There is no public evaluation website focus on electronic products currently.

13. • The potential of ‘public evaluation website’
in mainland China.
One successful example of ‘public evaluation website’ in mainland
China is 大众点评网 which focus on food. Now it has more than
60,000 restaurants information across 22 cities in China, and has
already had more than 500,000 registered users.

14. 4. 3. About electronic products consumption in mainland China
• Economy development, living standard improvement, quick update of
electronic products
• From our survey, we can see that around 72% people spent more than
1000 in electronic products in the latest three months, which also shows
the high electronic consumption.

15. 最近3个月内你花费在消费类电子产品上的资金
4000元以上
12% 1000元一下
28%
1000元一下
1000- 2000元
2001- 4000元
28% 2001- 4000元
4000元以上
1000- 2000元
32%

16. 4. 4. About electronic product websites in mainland China
There are several electronic product websites in mainland China now.
However, they mainly focus on product introduction and price compare.
The information is not coming from the consumers and users.
There is few people share the real user experience of a specific electronic product
in those websites.

17. In our survey, 68% users are not satisfied with the information those website provided.
From whom, 62% think the information is out of date, 21% think some evaluation
is not objective,
45% think the information is not interactive,
12% think the interface is not user-friendly,
65% think the information is overloaded and don’t know which one is believable.

18. 网站信息满足度
不满足 68%
网站信息满足度
基本满足 24%
十分满足 8%
0% 50% 100%

19. 网站信息不满足原因
70% 信息庞杂, 65%
60% 信息过时更新
慢, 62% 信息过时更新慢
50% 信息发布形式 产品评价不客观
不互动, 45%
40% 信息发布形式不
互动
30% 网站界面不友好
产品评价不客
20% 观, 21% 信息庞杂
网站界面不友
10% 好, 12%
0%
0 2 4 6

20. 4. 5. About Live Search Engine
•There is no live search engine nowadays in China.
• However, live search engine appears and becomes popular in the world.
• People will have very good user experience by using live search guide because
there is always someone waiting to search for you in the Internet.
•Meanwhile, some senior search guides are electronic experts who are very familiar
with those electronic products.
•They will not only search some information for users, but also provide expert
opinions to senior users. This model has not yet appeared in China market.

21. 86% users show interest in the live search engine.
如果有电子产品真人在线指导服务你会有兴
趣吗
没有 14%
有 86%
0% 20% 40% 60% 80% 100%

22. 4. 6.About our market survey
•There are 332 users did this survey for us through the Internet.
There come some useful figures.
64% users decide within one week to buy an electronic product,
and 14% take more than one week to decide
电子消费品购买周期
当场决定
80%
60%
购买周期
40%
20%
8%
几周甚至以上 14% 0% 12% 一天以内
64%
一周以内

23. – To search for useful information of electronic product, 42% users use
within one week, 12% use more than one week, 24% users claimed that
they can’t find useful information.
寻找周期
找不到有效信息 24%
一周以上 12%
一周内 42%
寻找周期
一天内 16%
一小时内 6%
0% 10% 20% 30% 40% 50%

24. • 62% users seek information of electronic products from the Internet, among
which 46% are from professional forum, 42% are from search engines, 12%
are from professional websites.
寻找电子产品途径 通过互联网搜寻方式
25%
45%
朋友介绍 专业论坛 46%
互联网
68% 报纸杂志
专业网站 12%
各类广告
卖场经销商
62%
搜索引擎 42%
0% 10% 20% 30% 40% 50%
36%

25. – 94% users are willing to share their consumption and user experience of
a specific product with others.
购买体验是否与人分享
100% 94%
80%
60%
40%
20% 6%
0%
会 不会

26. •From the above analysis, we can see that our Web 2.0
Live Search Engine in Electronic Product has market and
development potential in mainland China.

27. 5. Target Market
5.1 Target Users
1. Size:
Around 500,000 registered users, of whom about 15%-20% are active users
who are fans of electronic products and always express their opinions on our
website.
2. Demographics:
People aged between 16 to 50, urban citizens, use Internet often, averaged
income above 2500 per month + non-income students, education level is above
senior high school.
3. Geographic:
Big or medium size cities, where living standard are relatively high, and people
have varieties of choices of electronic products.
4. Other Characters:
Those people are willing to buy electronic products, or are interested in electronic
products and eyes on fashion of electronic products, not conservative, welcome
opinions and enjoy sharing information.

28. 5. 2 Target Advertisers
• The big retail chain stores or the medium size retail store of electronic
products.
• The main agents of a certain brand name of electronic products.
• The repair service provider of electronic products.
• The Second hand market of electronic products.

29. 6. Market and Sales Plan
6. 1 Promote our website:
•Put advertisements in popular electronic product magazines such as
《新潮电子》、《电子产品世界》、《今日电子》 etc.
One key success element of Web2.0 is to attract as many experts and fans to
the website and lead them to contribute useful information.
Putting advertisements in those popular product magazines is a good way to
attract the electronic product fans and experts to our website.
•Cooperate with some popular web portals, and provide electronic product
live search engine for them.
•Online advertisement in popular electronic business website such as
taobao or ebay.

30. •Put advertisement in the advertisement brochure sent out by the electronic
product retailers.
•Partner with other search engine like Baidu, so that when users search for one
specific electronic product, they might find our website from search engine.
•Sponsor the famous university activities, and title the activities with our website
name, such as “ 点点杯”电子产品设计大赛。
Because students are potential large group of electronic products.
•Link with popular websites.

31. 6.2 Promote our service:
•For users:
The users have certain log in time can enjoy our senior user service free of
charge in a trial period. After that, they can choose whether they will continue
to use the pay services.
According the users contribution to the website, they can have discount on our
website’s pay service.
•For Advertisers:
We will put their advertisements on our website free of charge in a trial period.
With the fact that they get benefits from that, they will support our website by
paying us to continue the advertisements.
This will be our first income and more important, the strong supporting evidence
to other potential advertisers.

32. ,Product yellow page with the forms of software, handbook, magazine.
7. Competitive Analysis

36. Opportunities
• the first and biggest electronic products live
search and review web2.0 site in China
• the huge demand and wide variety of
electronic products in China
China is the biggest electronic products market in the world. Mobile
phone, laptop computer, mp3, mp4, digital camera and other
electronic products are updating with the rapid speed.
• the Chinese netizens’ habit of searching
online and shopping online

38. Opportunities
• the first and biggest electronic products live
search and review web2.0 site in China
• the huge demand and wide variety of
electronic products in China
China is the biggest electronic products market in the world. Mobile
phone, laptop computer, mp3, mp4, digital camera and other
electronic products are updating with the rapid speed.
• the Chinese netizens’ habit of searching
online and shopping online

40. Opportunities
• the first and biggest electronic products live
search and review web2.0 site in China
• the huge demand and wide variety of
electronic products in China
China is the biggest electronic products market in the world. Mobile
phone, laptop computer, mp3, mp4, digital camera and other
electronic products are updating with the rapid speed.
• the Chinese netizens’ habit of searching
online and shopping online

43. Threats
•easy to copy
•the network infrastructure is relatively
backward
•competitors: PC online.com 186.com
have set up a successful paradigm and attract many
users which are also our target consumers

44. 8. Revenue Model
1. Advertising:
We can make advertisements for the target electronics production companies.
If the users search the products and the related ads will come out on the right
of the search results page. Just like the Google’s Adsense.
And if the users go to the products review page the ads will appear in the form
of banner on the top or the left.
2. SMS Querying:
The users need to pay for 1RMB for once product review query.
And we will cooperate with the telecommunication operators and the share
normally will be 7/3. We got 7.

45. 3. Advanced Guide Charge:
Our live guide service will be divided into to parts: one is for free and in this situation
the guide just provides the outside useful links to the users. And the other is for charge.
Our expert guides will help you from their personal experience to know more
about the product.
We roughly decide to charge once for 1RMB just the same with the SMS querying.
And 10 times will be bundled into one package, the users can pay for it though
贝宝 in our website.

46. • 54% users are willing to pay for the advanced consultant service.
如果有这样的服务，你愿意为此付费吗 ？
60%
50%
40%
30% 54%
20% 46%
10%
0%
愿意 不愿意

47. » The information users need from the live guide.
对于真人指导你希望得到那些方面的信息
1100%
190% 性能质量, 88%
性能质量
180% 售后服务, 77% 价格
170% 性价比, 71%
价格, 67% 外观设计
品牌口碑, 62%
160% 性价比
150% 可靠性, 51%
具体功能, 46% 时尚性, 46%
时尚性
可靠性
140% 使用方便性,
36% 使用方便性
130% 外观设计, 25% 具体功能
120% 品牌口碑
110% 售后服务
100%
0 2 4 6

48. 4. Cooperate with e-commerce websites:
Just like Douban.com which recommend the books to the online book stores
and then get the commission 10% from those stores once the buying process
is done and this will not charge extra money for the users.
We can also cooperate with the e-commerce websites and we will compare
the prices listed for all those sites and let the users choose what they want.

49. 9. Design & Development Plan
客户端
浏览器 1
浏览器 2 用户表现层 业务外观层 业务规则层 数
浏览器 3 Web 页面 据
… 访
浏览器 n 问
层
业务实体
系统框架层
数据库
（ SQL ）

50. 是否登陆 否 浏览产品信息
是
浏览产品信息 分享购物体验 订阅包月短信 下载点点软件
发言
点点推 最近更 分类检 系统搜 人工搜
荐 新 索 索 索
加入收藏夹 选择产品
向向导咨询产品信
息
是否参与讨论
是否购买
否 是
否 是
发言
转到第三方购物平
台

51. 网上的点评可信吗？
我们有一套非常严格的审核系统来保证绝大部分点评的真实性。我们
的审核系统包括：
● 只有注册会员才能参与点评，多次乱点评的会员将予以封号处理；
● 信誉度不达到一定级别的会员点评不显示；
● 任何会员都可以举报不符合网站规定的点评，经过编辑确认属实后
，将予以删除。
● 网站有专职编辑每天对所有点评进行人工审核，删除所有不符合网
站规定的点评。

52. 哪些是不符合规定的点评？
可能有以下几种情况：
● 商家点评。
● 恶意点评。
● 无亲身经验的点评。
● 违法违规的点评。
● 重复点评。
● 抄袭点评。
● 其他（如含有人身、性别、种族、地区等歧视性语言或不
良语言等）。

53. 会员级别
目前有 5 个级别，每一个级别以★一个注明。
会员的点评数越多，越多。具体的划分方式如下：
★ 有效点评数达 20 份以上
★ ★ 有效点评数达 50 份以上
★ ★ ★ 有效点评数达 100 份以上
★ ★ ★ ★ 有效点评数达 200 份以上
★ ★ ★ ★ ★ 有效点评数达 500 份以上

54. 10. Organization Chart
CEO (1)
Sales & Product
IT Accounting Admin, HR
Marketing Mgmt (1)
(1) (1)
(1)
Customer
UI Service
Architecture Editorial (60)
Design
Documentation
& Testing

55. 11. Financial projections