LeadTeam Business Plan

Ana Bianchi
Clémence Lagaüzère
Juan Chacón
Victoria Tarau
Business PlanBusiness PlanBusiness PlanBusiness Plan
Entrepreneurship
U n i v e r s i t y T e a m w o r k P l a t f o r m
Business PlanBusiness PlanBusiness PlanBusiness Plan
Entrepreneurship & Business Plan
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U n i v e r s i t y T e a m w o r k P l a t f o r mU n i v e r s i t y T e a m w o r k P l a t f o r m

LeadTeam Business Plan
This report provides a three year business plan for the start
an “all-in-one” online teamwork platform designed to optimize efficiency of university students.
Problem Ambitious and excellence seekers, 54% of the students interviewed affirm to feel frustrated by team works
inefficiency at University. Overloaded and under increasing pressure they have many different projects with many different
teams and most of the time have to use different e
unavailability to promptly respond, time-consumption to book meetings and finally, unequal levels of involvement are ranked
as their top 3 problems experienced. From those problems, business opportunities arise.
Solution Are team works supposed to be a pain? Couldn’t be flourishing experi
is the reason why our mission is to empower students to manage all their team projects easier and better. By redesigning the
underlying processes behind team works, LeadTeam will make students life easier and l
interaction within the university environment by involving teachers and administration employees.
Target Market We plan to develop our business idea targeting three main segments:
users: the university students both from undergraduate and graduate programs; the 2
institutions which consider online learning as a critical part of their strategy; and finally, the 3
which target a wide variety of university students on social media networks by developing their marketing campaigns online
publishing ads.
Competition Despite the today’s current solution abound in terms of online team platforms (Moodle, Facebook group,
Dropbox, Google Drive), those are not as satisfying as expected.
teamwork driver: they are used to interact there and it would be unrealistic to pretend we can make students move, in a brief
time, from Facebook to our platform, LeadTeam. So, how? Logically: LeadTeam might better be integrated as a teamwork
app directly on Facebook.
Consequently, Leadteam is not only a Dropbox files sharing platform, is more than a Facebook
discuss and finally, information flow won’t be a simple one way designed
friendly and tailored interface, LeadTeam aims to combine those features so as to benefit students by red
consumed in group communication while linking in an interactive way university administrations and students.
Team Challengers, we believe the world is full of opportunities and we are able to build them. Our different backgrounds,
international-oriented way of thinking and compatible personalities are without any doubt our main strength thus, our richest
resource.
Financial Summary Although bootstrapping will be our core strategy in the early beginning, we can’t avoid the many costs
related to the platform launching: development, maintenance, updates, design and marketing campaigns costs. To finance
this investment, our start-up founders will collect 20,000
receiving 73% of shares and will be able to exit on the 3
Milestones and upcoming goals Year by year, students and university database will be increasing as our network is spreading.
Viral marketing might play an important role to foster the network effect. After developing the platform in a controlled
environment during the first six months, we will be able to expand nationally, then extend to the European community on the
second year and become a global social teamwork platform on the third year: the LeadTeamers Community!
Executive Summary
This report provides a three year business plan for the start-up we aim to launch in August 2014: LeadTeam.
one” online teamwork platform designed to optimize efficiency of university students.
seekers, 54% of the students interviewed affirm to feel frustrated by team works
teams and most of the time have to use different e-project management tools for each one.
consumption to book meetings and finally, unequal levels of involvement are ranked
as their top 3 problems experienced. From those problems, business opportunities arise.
Are team works supposed to be a pain? Couldn’t be flourishing experiences? We believe they could and should. This
underlying processes behind team works, LeadTeam will make students life easier and less frustrated plus, will maximize
We plan to develop our business idea targeting three main segments: the 1
st
: the university students both from undergraduate and graduate programs; the 2
nd
segment represent the university
a wide variety of university students on social media networks by developing their marketing campaigns online
Despite the today’s current solution abound in terms of online team platforms (Moodle, Facebook group,
e Drive), those are not as satisfying as expected. However, 86% of the students are using Facebook as a
platform, LeadTeam. So, how? Logically: LeadTeam might better be integrated as a teamwork
Consequently, Leadteam is not only a Dropbox files sharing platform, is more than a Facebook
discuss and finally, information flow won’t be a simple one way designed -from teachers to students
friendly and tailored interface, LeadTeam aims to combine those features so as to benefit students by red
Challengers, we believe the world is full of opportunities and we are able to build them. Our different backgrounds,
oriented way of thinking and compatible personalities are without any doubt our main strength thus, our richest
Although bootstrapping will be our core strategy in the early beginning, we can’t avoid the many costs
to the platform launching: development, maintenance, updates, design and marketing campaigns costs. To finance
up founders will collect 20,000€. Investors will be required to help us by providing 45,000€,
and will be able to exit on the 3
rd
year, obtaining a 30% annual return rate.
Year by year, students and university database will be increasing as our network is spreading.
we will be able to expand nationally, then extend to the European community on the
1
up we aim to launch in August 2014: LeadTeam. Concretely, it’s
one” online teamwork platform designed to optimize efficiency of university students.
seekers, 54% of the students interviewed affirm to feel frustrated by team works
roject management tools for each one. The team members’
consumption to book meetings and finally, unequal levels of involvement are ranked
ences? We believe they could and should. This
ess frustrated plus, will maximize
st
one corresponds to the main
segment represent the university
rd
segment include companies
a wide variety of university students on social media networks by developing their marketing campaigns online
Despite the today’s current solution abound in terms of online team platforms (Moodle, Facebook group,
However, 86% of the students are using Facebook as a
platform, LeadTeam. So, how? Logically: LeadTeam might better be integrated as a teamwork
group page where to basically
from teachers to students- as on Moodle. User-
friendly and tailored interface, LeadTeam aims to combine those features so as to benefit students by reducing the time
Challengers, we believe the world is full of opportunities and we are able to build them. Our different backgrounds,
oriented way of thinking and compatible personalities are without any doubt our main strength thus, our richest
Although bootstrapping will be our core strategy in the early beginning, we can’t avoid the many costs
to the platform launching: development, maintenance, updates, design and marketing campaigns costs. To finance
€. Investors will be required to help us by providing 45,000€,
year, obtaining a 30% annual return rate.
Year by year, students and university database will be increasing as our network is spreading.
we will be able to expand nationally, then extend to the European community on the

Executive Summary................................................................
Index................................................................
Telling our own story ................................
Telling our story together ................................
LeadTeam Essence................................................................
Future LeadTeam ................................................................
LeadTeam creating value................................
Revenue Model and Pricing ................................
LeadTeam Offerings................................
LeadTeam Channels................................
LeadTeam Marketing Plan ................................
LeadTeam Operating................................
The external environment ................................
Value curve ................................................................
Risk analysis ................................................................
Risks identification................................................................
Implementation process................................
Financials................................................................
Conclusion................................................................
Sources................................................................
Appendix 1. Main University students’ interviews and surveys results
Appendix 2. TAM SAM SOM Advertisers
Appendix 3. Adwords Keywords ................................
Appendix 4. Business Model................................
Appendix 5. Validation Board ................................
Appendix 6. Our Competitors ................................
Appendix 7. Free Cash Flow Statements................................
Appendix 8. Income Statements................................
Index
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Appendix 1. Main University students’ interviews and surveys results ................................
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2
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.....................................................................44

My decision was taken: I would go to Stockholm! Sweden might
be fun, right? It was my 2nd year of Bachelor, I was 19 and I
could go almost everywhere in the world. My family was happy
and relieved by this reasonable decision.
So, this day, seated on one of those benches in this huge
amphitheater, I had to finalize officially my choice! Each student,
by rank order, had to shout loudly in which university he would
spend the coming year. I was ranked 63
rd
on 350 students and in
a few minutes my round was coming. Some destinations were
fully completed: San Diego, Miami, Montreal, London. Stress was
increasing: “how did I want to orient my life?”.
On the blackboard, there were still a few places for my initial
choice: Stockholm; but, there were also many other
appealing opportunities. Among them: 1 place left for Buenos
Aires! Suddenly, I heard my name. My turn. Surrounded by
hundreds of students, without realizing, I shouted “Buenos Aires,
Argentina” in an approximate Spanish. At this moment, I felt
confused by this impulsive first grown-up decision but one year
later, when coming back from my exchange student year in
Argentina, completely fluent in Spanish and after having
travelled across South America for a few months, I figured out
how one decision can change your whole life and how important
is to challenge yourself at any moment of your life.
When I took that plane from Bogotá to Europe I knew the guy
that would come back would not be the at all same that
had a lot of expectations and fears, and no wonder! I was
changing everything I knew for a new life in the other side of the
ocean and it would be my very first time in another country.
I had the opportunity of coming to France for a double degree
program for my Industrial Engineering bachelor’s thanks to my
good performance in my studies and the 400 hours of French I
had done by that time. I had French 4 days a week and during a
period of time classes were at 6 in the morning! But it was a
pleasure, French has always been.
The experience was certainly challenging and allowed me to
reinvent myself. Challenging because I had to adapt to a new
language, to courses with a more technical approach, to culture
with a not particular interest in outsiders, to the language, and
living by myself for the first time forgetting all the comfort I had
at home. It was amazing not only because I managed to
overcome those challenges, but because I learnt to balance more
different dimensions of my life, I learnt to have an out
box point of view, to be independent and,
enjoyed great friends and trips. So far, that was the most
amazing and rewarding experience I have had. As I thought I
ended up not being the same but being the kind of guy that
prepared for new ventures. Always.
Telling our own story
My decision was taken: I would go to Stockholm! Sweden might
be fun, right? It was my 2nd year of Bachelor, I was 19 and I
could go almost everywhere in the world. My family was happy
f those benches in this huge
amphitheater, I had to finalize officially my choice! Each student,
by rank order, had to shout loudly in which university he would
on 350 students and in
ng. Some destinations were
fully completed: San Diego, Miami, Montreal, London. Stress was
“how did I want to orient my life?”.
On the blackboard, there were still a few places for my initial
choice: Stockholm; but, there were also many other and more
appealing opportunities. Among them: 1 place left for Buenos
Aires! Suddenly, I heard my name. My turn. Surrounded by
hundreds of students, without realizing, I shouted “Buenos Aires,
Argentina” in an approximate Spanish. At this moment, I felt
up decision but one year
later, when coming back from my exchange student year in
Argentina, completely fluent in Spanish and after having
travelled across South America for a few months, I figured out
can change your whole life and how important
is to challenge yourself at any moment of your life.
Clémence
As I was sixteen years old, I got the chance through the
Rotary Association to live in the United States for one
year. This association proposes to
from sixteen to eighteen to live in a foreign country for
a full year and study in high school.
When I heard about this possibility, it was for me a
huge decision to take. I was young and I was not sure I
would be able to cope with the personal challenges it
would imply. But on the other hand, I knew it was a
great opportunity.
So, I made my mind and I finally ended up in Santa
Barbara, California, which was not the worst destination
I could have been assigned to! It was a first wonderful
foreign experience: learning a new language, adapting
to a new culture, living in a new family and be
autonomous. It was definitely not easy to be separated
from my family and close friends during a year at this
age. I ended up growing and becoming more adult, and
I finally realized I could handle much more than I
expected. This was a great experience that really
contributed to build the person that I am today.
When I took that plane from Bogotá to Europe I knew the guy
that would come back would not be the at all same that left. I
had a lot of expectations and fears, and no wonder! I was
changing everything I knew for a new life in the other side of the
ocean and it would be my very first time in another country.
I had the opportunity of coming to France for a double degree
program for my Industrial Engineering bachelor’s thanks to my
good performance in my studies and the 400 hours of French I
had done by that time. I had French 4 days a week and during a
period of time classes were at 6 in the morning! But it was a
The experience was certainly challenging and allowed me to
reinvent myself. Challenging because I had to adapt to a new
language, to courses with a more technical approach, to culture
s, to the language, and
living by myself for the first time forgetting all the comfort I had
at home. It was amazing not only because I managed to
overcome those challenges, but because I learnt to balance more
have an out-of-the-
box point of view, to be independent and, and of course, I
enjoyed great friends and trips. So far, that was the most
amazing and rewarding experience I have had. As I thought I
ended up not being the same but being the kind of guy that is
I danced Classical Ballet for more than thirteen years,
having my first class when I was only 7 years old. Ballet
shaped who I am today, always requiring perfection and
constant improvement, in a disciplinary
fact, I truly believe this is the reason underlying my
hustler personality, always pushing myself and the
others further, challenging the expectations.
As the years gone by I started having several
performances, including for Russian embas
individual performance changed my life objectives and
brought me where I am today.
I had the incredible opportunity to dance with a boy
that could not walk. Through rehearsals and, in the end,
by performing to hundreds of people, dance cha
him, made him believe that not walking was not a
barrier he could not overcome.
This was when I understood I could have a positive
impact in someone’s life, even if only a person
Therefore, I believe a company does not have to be all
about profit, a company can have a true impact in
people’s lives, either through social responsibility or
simply by making their lives easier! This is what I want,
and I will, achieve.
Juan
3
As I was sixteen years old, I got the chance through the
Rotary Association to live in the United States for one
year. This association proposes to young students aged
from sixteen to eighteen to live in a foreign country for
a full year and study in high school.
When I heard about this possibility, it was for me a
huge decision to take. I was young and I was not sure I
would be able to cope with the personal challenges it
would imply. But on the other hand, I knew it was a
nd I finally ended up in Santa
Barbara, California, which was not the worst destination
I could have been assigned to! It was a first wonderful
foreign experience: learning a new language, adapting
to a new culture, living in a new family and be
. It was definitely not easy to be separated
from my family and close friends during a year at this
age. I ended up growing and becoming more adult, and
I finally realized I could handle much more than I
expected. This was a great experience that really
ntributed to build the person that I am today.
Victoria
I danced Classical Ballet for more than thirteen years,
having my first class when I was only 7 years old. Ballet
shaped who I am today, always requiring perfection and
constant improvement, in a disciplinary environment. In
fact, I truly believe this is the reason underlying my
hustler personality, always pushing myself and the
others further, challenging the expectations.
As the years gone by I started having several
performances, including for Russian embassy. Still, one
individual performance changed my life objectives and
I had the incredible opportunity to dance with a boy
that could not walk. Through rehearsals and, in the end,
by performing to hundreds of people, dance changed
him, made him believe that not walking was not a
This was when I understood I could have a positive
impact in someone’s life, even if only a person – I could.
Therefore, I believe a company does not have to be all
t profit, a company can have a true impact in
people’s lives, either through social responsibility or
simply by making their lives easier! This is what I want,
Ana

Telling our story together
Citizens of the world
Internationally-oriented, we are Business & Economics students willing to cross the borders to grab all opportunities the
world offers us. Among the 4 of us, we have been studying in 12 countries. Then, when brainstorming together, even if our
predilection language remains the English it’s not surprising that we switch to French, Spanish (rarely Portuguese) for a few
minutes when English is not satisfying.
Challengers and ambitious, we believe the world is full of opportunities and we
our dreams and make the most of any moment of our life.
Throughout the semester, we have been learning from each other and how to work together to design our business
model. We had a good time working together and despite we often disagreed on many points, we never fought but always
found a way to go further to improve as much as we could. Ana is a Portuguese hard worker girl and is the hustler of the
team. Victoria, enrolled in a project management career, is the systematic one who has been pushing us to be more efficient.
Juan, very creative and perfectionist Colombian guy, is undoubtedly the designer. And Clémence, who has been studying
more abroad than in her country, France, ha
way of thinking and personalities were without any doubt our main strength thus, our richest resource.
Telling our story together
oriented, we are Business & Economics students willing to cross the borders to grab all opportunities the
language remains the English it’s not surprising that we switch to French, Spanish (rarely Portuguese) for a few
Realist dreamers
Challengers and ambitious, we believe the world is full of opportunities and we are able to build them. We aspire to realize
our dreams and make the most of any moment of our life.
d a good time working together and despite we often disagreed on many points, we never fought but always
project management career, is the systematic one who has been pushing us to be more efficient.
more abroad than in her country, France, has a huge address book hence, is the networking girl. Our different backgrounds,
4
oriented, we are Business & Economics students willing to cross the borders to grab all opportunities the
language remains the English it’s not surprising that we switch to French, Spanish (rarely Portuguese) for a few
are able to build them. We aspire to realize
All different, all compatible
d a good time working together and despite we often disagreed on many points, we never fought but always
project management career, is the systematic one who has been pushing us to be more efficient.
s a huge address book hence, is the networking girl. Our different backgrounds,

We
consuming and stressful system, into a more efficient and share
revolutionize teamwork in Universities and make students’ life much easier.
This is why we want
network of University Students worldwide!
However, we can only achieve if we act by the
highest levels of excellence and keep pushing
ourselves further and further. We can only
progress, if we keep innovating and challenging
the “the way things were always done”. We can
only reach, if we rule ours
standards towards not only our employees but our
customers and partners.
“Listen”, “Iterate”, “Feedback” were words we had present (and were repeated to us many
development. Therefore, our first half year will be solely dedicated to grow and iterate LeadTeam in a safe environment, by
exclusively serving Universidade Católica -
mouth and positive recommendations. LeadTeam will become viral!
Furthermore, in August 2015 we anticipate two new
University subscriptions beyond Católica’s.
fact, we predict our first customers to be Portuguese, due
to (1) geographical proximity, therefore possibility to
personally meet with decision-makers (2) the credibility
brought by Católica’s recommendation and (3) word
mouth effect that, by the time, reached Portuguese
students which already started using the platform (the more students from a certain university use LeadTeam the more willing
to subscribe it will be).
Taking into account these figures, we forecast
€7.400 in Intellectual Property Rights.
All in all, in one year time, LeadTeam will be already launched at a worldwide scale and changing the
way teamwork is done by 50.000 Students!
What are our Vision, Mission and Values?
We can change the University teamwork’s processes status quo
consuming and stressful system, into a more efficient and share
This is why we want to reach as many students as possible, creating the largest
network of University Students worldwide!
However, we can only achieve if we act by the
highest levels of excellence and keep pushing
ourselves further and further. We can only
progress, if we keep innovating and challenging
the “the way things were always done”. We can
only reach, if we rule ourselves by integrity
standards towards not only our employees but our
customers and partners.
Where do we envision LeadTeam in a one
“Listen”, “Iterate”, “Feedback” were words we had present (and were repeated to us many
our own University – and its students. As we learn from vari
and develop our features (taking into account feedback from
more than 10.000 students!), we will be ready to launch
worldwide in January 2015, semester’s beginning.
Therefore, in the end of the first year we estimate to reach
50.000 users, which would be based in our
marketing effort and expected Católica students’ word
mouth and positive recommendations. LeadTeam will become viral!
Furthermore, in August 2015 we anticipate two new
University subscriptions beyond Católica’s. As a matter of
fact, we predict our first customers to be Portuguese, due
to (1) geographical proximity, therefore possibility to
makers (2) the credibility
brought by Católica’s recommendation and (3) word-of-
at, by the time, reached Portuguese
Taking into account these figures, we forecast €30.443 Net Sales with a platform development investment of
way teamwork is done by 50.000 Students!
5
LeadTeam Essence
What are our Vision, Mission and Values?
status quo. Moving from a time-
consuming and stressful system, into a more efficient and share-based, we want to
to reach as many students as possible, creating the largest
Future LeadTeam
Where do we envision LeadTeam in a one-year time-frame?
“Listen”, “Iterate”, “Feedback” were words we had present (and were repeated to us many times) in this last 6 month-
and its students. As we learn from various IT departments
and develop our features (taking into account feedback from
more than 10.000 students!), we will be ready to launch
worldwide in January 2015, semester’s beginning.
Therefore, in the end of the first year we estimate to reach
rs, which would be based in our €28.128
marketing effort and expected Católica students’ word-of-
h a platform development investment of €42.302 and of

University students
are everyday more pressured to excel in their studies, by both families with ever tight budget and a strong
competitive labor market. Therefore, they keep searching fo
University and maintain an active social life, all at the same time.
Au contraire to old theories, today’s curriculums are focusing on the subjects’ practical side, with teamwork starting to be
present in most courses. Consequently, groupwork is becoming central in a student’s overall performance and daily
Further, they are starting to have much more teamwork with members from different courses
and, hence, with diverse schedules (97% of quest
they need to communicate intensively through the internet.
Nevertheless, 54% of our questioned students felt either “middle” or “frustrated” with
teamwork, in general. At the same time, 50% of those intervie
multi-platform current solution, which includes the platforms presented in the image at left
(percentage of surveyed students which use them).
The main constraints to teamwork’s high performance we found in our
approach were:
These are problems for students, but opportunities
TAM = University students worldwid
SAM = Students using the internet for teamwork = 97% University Students = 172.66 M
LeadTeam creating value to University Students
LeadTeam is an all-in-one platform, which will allow students to considerably reduce multi
multi-platform current solution. By changing the processes underlying teamwork, our platform will increase efficiency and
boost teamwork performance, for free!
Students will be able to customize their
main page and choose the subjects they
are currently working on, knowing, all the
time, its last notifications.
Our intuitive and easy to track chat will end
the long-lasting scrolls to find “that certain
subject”, improving discussion’s dynamics.
They can even see our different features in
one screen!
Finally, our task management tool, will allow students to distribute work more fairly, always know
the final output’s situation point and never forget a deadline.
LeadTeam
Who are our customers and how will we create value?
competitive labor market. Therefore, they keep searching for ways to increase work efficiency in order to perform in
University and maintain an active social life, all at the same time.
esent in most courses. Consequently, groupwork is becoming central in a student’s overall performance and daily
and, hence, with diverse schedules (97% of questioned students, fit this situation). This means
they need to communicate intensively through the internet.
teamwork, in general. At the same time, 50% of those interviewed were not satisfied with the
platform current solution, which includes the platforms presented in the image at left
(percentage of surveyed students which use them).
The main constraints to teamwork’s high performance we found in our
approach were: (Refer to Appendix 1 for full results on Students interviews and surveys)
opportunities for us! Namely, taking into account this market potential!
TAM = University students worldwide = 178 M (2010)
1
LeadTeam creating value to University Students
, which will allow students to considerably reduce multi-homing costs associated with the
platform current solution. By changing the processes underlying teamwork, our platform will increase efficiency and
Students will be able to customize their
main page and choose the subjects they
are currently working on, knowing, all the
They will rapidly and effectively book
meeting as our website will calculate the
members’ shared fre
need to (1) upload schedule and (2) vote
on the preferred free day.
Our intuitive and easy to track chat will end
lasting scrolls to find “that certain
subject”, improving discussion’s dynamics.
different features in
LeadTeam’s three
management tool (“Files”, “Edit” and
“Sketch”), will enhance sharing and review’s
system, making sure that all members agree
with and contribute to the final output.
our task management tool, will allow students to distribute work more fairly, always know
the final output’s situation point and never forget a deadline.
6
LeadTeam creating value
Who are our customers and how will we create value?
r ways to increase work efficiency in order to perform in
esent in most courses. Consequently, groupwork is becoming central in a student’s overall performance and daily-life.
ioned students, fit this situation). This means
wed were not satisfied with the
platform current solution, which includes the platforms presented in the image at left
The main constraints to teamwork’s high performance we found in our “out-of-the-building”
(Refer to Appendix 1 for full results on Students interviews and surveys)
for us! Namely, taking into account this market potential!
homing costs associated with the
platform current solution. By changing the processes underlying teamwork, our platform will increase efficiency and
They will rapidly and effectively book
meeting as our website will calculate the
members’ shared free time – students just
need to (1) upload schedule and (2) vote
on the preferred free day.
LeadTeam’s three-featured file
management tool (“Files”, “Edit” and
“Sketch”), will enhance sharing and review’s
system, making sure that all members agree
with and contribute to the final output.
our task management tool, will allow students to distribute work more fairly, always know

Importantly, LeadTeam will be user-friendly
students considered our Minimum Viable Product extremely easy to learn and intuitive.
Furthermore, there would be the possibility to integrate with Universities (depending o
synergies derived from an enhanced student
Finally, born from students’ suggestions, our platform will have the capability to
integrate into Facebook - 94% and 90% of, respectively, surveyed
students rated 3/5 or above this idea: “Everyone is already on Facebook”.
Consequently, those with Facebook will have one
students are one-click away from their group member’s, just like they were when
creating a Facebook group. Further, as they are already there, multi
is reduced. All in all, the platform will be much more valuable, as we will leverage Facebook’s massive customer base and
network effect.
By the end of 3 years we expect to reach 350.000 University Students = 0.2% SAM = SOM
Universities
Higher education institutions which consider online learning a critical part of their strategy
The increased importance of international rankings’
placed a special pressure in Universities. In order to get the most talent students, Universities are ever more concerned wit
current students’ performance (and consequent employability
“Educational technology can empower teachers and learners, promote change and foster the development of twenty
century skills”
2
, Universities are progressively more attentive to the
TAM= Higher education institutions in the world = 16.000 Universities and colleges
SAM= higher education institutions that consider online learning a critical part of their strategy
Still, teachers struggle with Universities’ existing platforms (either in
surveyed teachers, 70% rated their platform 7/10 or less, with complaints like “
and “Does not allow real time interaction easily”.
LeadTeam creating value to Universities
Integrating the University into LeadTeam will create the necessary environment for students to achieve. How?
facilitating teacher-student interaction and
their attention to projects’ content, rather than team management. Automated Calendar and Scheduling and possibility to
upload directly the assignment, will allow students
Old Process
New Process
friendly and easy to learn, reducing transition effort from current solution
students considered our Minimum Viable Product extremely easy to learn and intuitive.
Furthermore, there would be the possibility to integrate with Universities (depending on the Universities’ decision), leveraging
derived from an enhanced student-teacher communication.
Finally, born from students’ suggestions, our platform will have the capability to
94% and 90% of, respectively, surveyed and interviewed
students rated 3/5 or above this idea: “Everyone is already on Facebook”.
Consequently, those with Facebook will have one-click access to our platform– so
click away from their group member’s, just like they were when
ating a Facebook group. Further, as they are already there, multi-homing costs are minimal and colleagues’ response time
Higher education institutions which consider online learning a critical part of their strategy
The increased importance of international rankings’ placement (like Financial Times), to both students and employers, has
placed a special pressure in Universities. In order to get the most talent students, Universities are ever more concerned wit
current students’ performance (and consequent employability) as well as processes’ efficiency. Further, since it is proven that
“Educational technology can empower teachers and learners, promote change and foster the development of twenty
, Universities are progressively more attentive to the pace of technology. What is our potential market?
SAM= higher education institutions that consider online learning a critical part of their strategy
Still, teachers struggle with Universities’ existing platforms (either in-house or off-shelf, like Moodle). From our sample of
surveyed teachers, 70% rated their platform 7/10 or less, with complaints like “One has to learn by doing. Not very friendly”
“Does not allow real time interaction easily”.
Integrating the University into LeadTeam will create the necessary environment for students to achieve. How?
automating several steps of teamwork’s processes, students will be able to refocus
upload directly the assignment, will allow students to skip many steps in the “Book Meeting” and “Work Delivery” processes.
7
and easy to learn, reducing transition effort from current solution - 95% of the
n the Universities’ decision), leveraging
homing costs are minimal and colleagues’ response time
placement (like Financial Times), to both students and employers, has
placed a special pressure in Universities. In order to get the most talent students, Universities are ever more concerned with
) as well as processes’ efficiency. Further, since it is proven that
“Educational technology can empower teachers and learners, promote change and foster the development of twenty-first
pace of technology. What is our potential market?
3
SAM= higher education institutions that consider online learning a critical part of their strategy = 65%TAM = 10.400
shelf, like Moodle). From our sample of
One has to learn by doing. Not very friendly”
Integrating the University into LeadTeam will create the necessary environment for students to achieve. How? Synergies - by
automating several steps of teamwork’s processes, students will be able to refocus
to skip many steps in the “Book Meeting” and “Work Delivery” processes.

An assignment description and templates for planning will be essential to guarantee the students’ full comprehension of
teachers’ expectations. Remember that this was one of our students’ top problems. Finally, with a Class Page including
students and teachers, communication in real
can both book meetings and give feedback much easily
connected to this Class Page.
By the end of 3 years we expect to have 16 Universities subscribed = 0.15% SAM = SOM
Advertisers
Companies worldwide targeting University Students through digital marketing
According to Boston Globe
4
, Generation Y is a tough target for marketers
attention of University Students, which are “swimming in a sea of commercials”. Therefore, companies are expected to deliver
both targeted and personalized advertising
University students or offer the possibility, like Facebook does, in targeting only this segment. With the increase in digita
marketing our potential market is (Refer to
TAM= Companies Worldwide using Digital Marketing = $105 billion
SAM=Companies worldwide targeting Univ. Students through digital marketing = 2,5%TAM = $2,6bn a year
LeadTeam creating value to Advertisers
We propose to our advertisers, a website daily visited by University Students and, hence, with an extensive database of their
behavior and preferences. This means that companies will not only be able to focus solely in this segment but will also offer
completely personalized adverts – extensively enhancing their sales and brand image, as “56% view advertisers “favorably”
when ads are tailored to a personal interest”
By the end of 3 years we expect to have
LeadTeam Revenue Model system has three main flows, which are complementary and enter from our different customer
segments:
Freemium – 1€ yearly
University Students will
features we found they are most willing to pay for. The additional price will be 1
result of A/B testing as well as surveys and interviews. In fact, 37% of the answers stated they
were willing to pay for a premium version, yet, with a possible lag between platform
and actual adoption. Therefore, we are expecting a 6 month delay between the first log
the actual upgraded subscription.
Yearly subscription with monthly payments
Universities will be able to subscribe LeadTeam yearly, with a stable monthly payment of 800
This amount was mainly formulated based in our main competitors average pricing, as we aim
to have a competitive position
considerably) and neither too low (price is normally a cue for quality). Being our main source
of revenue, this subscription fee will guarantee LeadTeam a stable monthly flow, allowing us to
predict, with a considerable
hers, communication in real-time will be possible. Hence, doubts will be clarified much faster and teachers
can both book meetings and give feedback much easily - students will be notified on Facebook, so they will be constantly
Companies worldwide targeting University Students through digital marketing
, Generation Y is a tough target for marketers – advertisers constantly struggle to catch the
ising – tailored to the individual. Still, only few websites are daily visited only by
University students or offer the possibility, like Facebook does, in targeting only this segment. With the increase in digita
o Appendix 2 for calculation detail):
to our advertisers, a website daily visited by University Students and, hence, with an extensive database of their
extensively enhancing their sales and brand image, as “56% view advertisers “favorably”
when ads are tailored to a personal interest”
5
.
By the end of 3 years we expect to have roughly €12.000 monthly fee
Revenue Model and Pricing
University Students will have the opportunity to buy LeadTeam Premium with additional
features we found they are most willing to pay for. The additional price will be 1
re willing to pay for a premium version, yet, with a possible lag between platform
and actual adoption. Therefore, we are expecting a 6 month delay between the first log
the actual upgraded subscription.
ments – 800€
Universities will be able to subscribe LeadTeam yearly, with a stable monthly payment of 800
to have a competitive position – a price that is neither too high (which would reduce demand
predict, with a considerable degree of certainty, the following year’s cash flow.
8
time will be possible. Hence, doubts will be clarified much faster and teachers
students will be notified on Facebook, so they will be constantly
advertisers constantly struggle to catch the
tailored to the individual. Still, only few websites are daily visited only by
University students or offer the possibility, like Facebook does, in targeting only this segment. With the increase in digital
to our advertisers, a website daily visited by University Students and, hence, with an extensive database of their
extensively enhancing their sales and brand image, as “56% view advertisers “favorably”
€12.000 monthly fee
Revenue Model and Pricing
How are we making money?
have the opportunity to buy LeadTeam Premium with additional
features we found they are most willing to pay for. The additional price will be 1€ yearly as a
re willing to pay for a premium version, yet, with a possible lag between platform-testing
and actual adoption. Therefore, we are expecting a 6 month delay between the first log-in and
Universities will be able to subscribe LeadTeam yearly, with a stable monthly payment of 800€.
too high (which would reduce demand
degree of certainty, the following year’s cash flow.

CPM (Cost per impression) – 0.56€ per thousand impressions
According to comScore the average CPM charged in “Social Networks” category is
Taking into account LeadTeam’s similarities with
as a fee to advertisers. Further, we expect to place up to three adverts in the frontpage, as
this is AdSense’s common practice
become an additional source of r
standards, proceding only with fully user consent.
Connected with our Revenue Model system, we offer different features to the various
Today, Student’s everyday life does not happen inside a house in front of computer
access everything, on the move, in every context of their lives. At the same time, Universities aim to be always connected with
their students and advertisers want to be ever more present on mobile. Responding to these needs, we are offering:
€ per thousand impressions
According to comScore the average CPM charged in “Social Networks” category is
Taking into account LeadTeam’s similarities with this area, we considered the same amount
this is AdSense’s common practice
7
. Finally, as our database grows, this information may
become an additional source of revenue – however, we will always follow high privacy
standards, proceding only with fully user consent.
LeadTeam Offerings
Which features are we offering our customers?
Connected with our Revenue Model system, we offer different features to the various subscriptions’ type.
LeadTeam Channels
How can our Customers access LeadTeam?
Today, Student’s everyday life does not happen inside a house in front of computer - they want to go out and be able to
context of their lives. At the same time, Universities aim to be always connected with
9
According to comScore the average CPM charged in “Social Networks” category is €0.56
6
.
this area, we considered the same amount
. Finally, as our database grows, this information may
however, we will always follow high privacy
LeadTeam Offerings
Which features are we offering our customers?
subscriptions’ type.
LeadTeam Channels
How can our Customers access LeadTeam?
they want to go out and be able to
context of their lives. At the same time, Universities aim to be always connected with

University Students
The Network Effect plays a crucial role in platforms such as LeadTeam. Therefore, we are planning to allocate
Marketing efforts in order to make sure our platform goes viral.
Social Media
Getting Customers:::: University Students are Social Networks heavy users. Hence it will be crucial to actively engage in these
marketing vehicles. For instance, in Facebook, we will take advantage of the “Sponsor Page” method and extend our reach
considerably, particularly every semester beginning, which is crucial in college and working tools’ habits acquisition. Still, as
being noticed is not enough, we will update constantly our sites, with content not only about LeadTeam but also relevant to
our target. Further, all social networks are prone to recommendation with “share” bottons. In fact, 25 students already
recommended our idea!
Keeping Customers:::: As students are in real
of their minds - building a personalized, informal and long
means that any arising issue will be known within seconds
the information we can get from comments and discussions, for instance, in Linkedin group, will be essential to our iteration
process.
Growing Customers: Social media would be a great vehicle to stress our “newly released features” or to get feedback before
even launching. If students feel they had an impact in our decisions, they will be more willing to adopt them afterwards.
eebly Blog
Getting Customers: Our Blog contains all the steps we undertook during this accelerator
an important role in the customers’ Activation, as students will have access to interesting and further information regarding
the product, our entrepreneurial experience and other aspects of the business.
Keeping Customers:::: By sharing our ideas, difficulties we are facing and asking for constant feedback in the “give us a hand”,
students will feel part of our project and builders. T
with other students’ start-ups.
PPC – Adwords and Facebook Ads
Getting Customers:::: Both Adwords and Facebook Ads aim to contact users for the first time. We already tested Adwords as a
Marketing Channel, which brought our Landing pages a traffic of 512 (
will get up to 10.607 new users through this tool.
LeadTeam Marketing Plan
How can we get, keep and gr
The Network Effect plays a crucial role in platforms such as LeadTeam. Therefore, we are planning to allocate
Marketing efforts in order to make sure our platform goes viral.
University Students are Social Networks heavy users. Hence it will be crucial to actively engage in these
y, particularly every semester beginning, which is crucial in college and working tools’ habits acquisition. Still, as
urther, all social networks are prone to recommendation with “share” bottons. In fact, 25 students already
s students are in real-time connected to these sites, by posting regularly, we will be able to be in front
building a personalized, informal and long-term relationship. Moreover, social media does not sleep. This
means that any arising issue will be known within seconds – therefore, clarified and resolved within seconds as well. Further,
nformation we can get from comments and discussions, for instance, in Linkedin group, will be essential to our iteration
: Social media would be a great vehicle to stress our “newly released features” or to get feedback before
Our Blog contains all the steps we undertook during this accelerator-like program. We believe it will play
product, our entrepreneurial experience and other aspects of the business.
By sharing our ideas, difficulties we are facing and asking for constant feedback in the “give us a hand”,
students will feel part of our project and builders. This will foster a long-term relationship and even a possible partnership
Adwords and Facebook Ads
Both Adwords and Facebook Ads aim to contact users for the first time. We already tested Adwords as a
Marketing Channel, which brought our Landing pages a traffic of 512 (Appendix 3). Therefore, we estimate that in 3 years we
ers through this tool.
10
LeadTeam Marketing Plan
How can we get, keep and grow our Customer base?
The Network Effect plays a crucial role in platforms such as LeadTeam. Therefore, we are planning to allocate €78.953 in
University Students are Social Networks heavy users. Hence it will be crucial to actively engage in these
y, particularly every semester beginning, which is crucial in college and working tools’ habits acquisition. Still, as
urther, all social networks are prone to recommendation with “share” bottons. In fact, 25 students already
time connected to these sites, by posting regularly, we will be able to be in front
term relationship. Moreover, social media does not sleep. This
therefore, clarified and resolved within seconds as well. Further,
nformation we can get from comments and discussions, for instance, in Linkedin group, will be essential to our iteration
: Social media would be a great vehicle to stress our “newly released features” or to get feedback before
like program. We believe it will play
By sharing our ideas, difficulties we are facing and asking for constant feedback in the “give us a hand”,
term relationship and even a possible partnership
Both Adwords and Facebook Ads aim to contact users for the first time. We already tested Adwords as a
). Therefore, we estimate that in 3 years we

Viral Marketing
Getting Customers:::: How will we make our users our own salespersons? In the beginning of every semester we will launch: (1)
Competitions, based on “who invites more friends to the platform”, “who shares more our Facebook Page”, with prizes like
“free additional storage” and tablets - €500 will be allocated to each competition; (2) Videos, which can rapidly become viral
in social media - 1000€ will be spent in each.
SEO and LeadTeam Platform
Getting Customers:::: A non-paid way to be visible in Search Engines is through SEO. We will make sure, through the various
tools available, that we will include the most searched words in both our blog and platform. We are currently using the tool
provided by Weebly.
Engaging University
Getting Customers:::: Advertising in Universities’ websites and spamming Universities’ halls with QR
generating interest and curiosity in students’ minds.
Keeping and Growing Customers:::: On the other hand, being included in Universities’ newsletters will allow students to keep
remembering us and knowing our latest releases and partnerships.
LeadTeamers!
Through both our blog and social media we will create a Community of LeadTeamers! This will be important in every phase
of our customers relationship. Belonging to our community will make our users our main sales force (getting), more loyal
(keeping) and the early adopters of any new features (growing).
Word-of-Mouth
Getting Customers:::: It is necessary to keep in mind that we are, ourselves, University Students. This means we will be able to
talk with our friends with enthusiasm about our Project. Involving them in this developing phase (interviewing and asking for
feedback) will make them feel they are also part of the project, ultimately, making them share with their own friends!
E-mail Marketing
Getting Customers:::: In the activation and retention phase, it will be essential to immediately send e
had registered in any of our pages. Particularly, we can highlighting our product features and the experiences of actual user
(testimonials).
Keeping Customers:::: Newsletters will help us be remembered by our customers and present numbers that enhance loyalty,
for example, how many students are using LeadTeam. Newsletters subscribers may even be rewarded with discounts and free
upgrades coupon (trial of new features for free for a limited time) for patronizing LeadTeam.
Growing Customers:::: We plan to send Transactional email not only confirming the log in of free version but also to present
our premium version features, with a call-to
Universities
Although still under testing, we assume Universities search online for new, more technological
advanced platforms. In this case, having an informative and relevant (in search engines) website,
will be crucial – SEO and LeadTeam Platform
How will we make our users our own salespersons? In the beginning of every semester we will launch: (1)
€500 will be allocated to each competition; (2) Videos, which can rapidly become viral
€ will be spent in each.
paid way to be visible in Search Engines is through SEO. We will make sure, through the various
Advertising in Universities’ websites and spamming Universities’ halls with QR
generating interest and curiosity in students’ minds.
On the other hand, being included in Universities’ newsletters will allow students to keep
remembering us and knowing our latest releases and partnerships.
he early adopters of any new features (growing).
It is necessary to keep in mind that we are, ourselves, University Students. This means we will be able to
em feel they are also part of the project, ultimately, making them share with their own friends!
In the activation and retention phase, it will be essential to immediately send e
had registered in any of our pages. Particularly, we can highlighting our product features and the experiences of actual user
Newsletters will help us be remembered by our customers and present numbers that enhance loyalty,
for free for a limited time) for patronizing LeadTeam.
We plan to send Transactional email not only confirming the log in of free version but also to present
to-action.
SEO and LeadTeam Platform.
11
How will we make our users our own salespersons? In the beginning of every semester we will launch: (1)
€500 will be allocated to each competition; (2) Videos, which can rapidly become viral
paid way to be visible in Search Engines is through SEO. We will make sure, through the various
Advertising in Universities’ websites and spamming Universities’ halls with QR-Coding will be a way of
On the other hand, being included in Universities’ newsletters will allow students to keep
It is necessary to keep in mind that we are, ourselves, University Students. This means we will be able to
em feel they are also part of the project, ultimately, making them share with their own friends!
In the activation and retention phase, it will be essential to immediately send e-mails to those people who
had registered in any of our pages. Particularly, we can highlighting our product features and the experiences of actual users
Newsletters will help us be remembered by our customers and present numbers that enhance loyalty,
We plan to send Transactional email not only confirming the log in of free version but also to present

Nevertheless, we also plan to address universities by e
Our Marketing department will be in charge of presenting our platform’s value
proposition, always highlighting the number of students, from that particular
university, that are already our users.
However, since we predict our first customers to be Portugu
personally present our project to their IT department.
An alternative way of engaging personally with universities’ decision makers and create brand
awareness, is to participate in Fairs related to entrepreneurship and
attend two fairs per year, with an allocated budget of
It is important to highlight that our first University client is expected to be our own
Porto, Beiras and Braga. This will help us iterate fast and fully understand the processes underlying Universities IT department,
enhancing our Value Proposition towards this segment. Furthermore, with
credibility when intruducing our project to diverse Universities.
First year Marketing efforts
We have four, critical main activities in our process: Customer Development, Marketing, Sales & Distribution and R&D &
Support.
Customer Development. As mentioned, it will be essential to keep this process of iteration, following this “out
approach” and getting feedback. Therefore, we will leverage our social media
updated regarding customer’s feeling towards our solution. For instance:
Notice that this kind of process will enhance customer loyalty and community engagement.
R&D and Support.... It will be our objective to find a co
as well as provide support in case of failure. Nevertheless, since we expect these activities to be bulky, and their effecti
is crucial to our Value Proposition, when necessary, LeadTeam will resort to Odesk vast qualified labor. An example would be
when an University subscribes LeadTeam –
This will give us flexibility both in terms of quality and costs
more programmers while at the same time we do no
On the other hand, we have four supportive activities, which include Informatic Services,
Management and Infrastructure.
e also plan to address universities by e-mail and telephone
university, that are already our users.
However, since we predict our first customers to be Portuguese Universities, we are planning to
personally present our project to their IT department.
personally with universities’ decision makers and create brand
Fairs related to entrepreneurship and innovative products. We expect to
attend two fairs per year, with an allocated budget of €1.048.
It is important to highlight that our first University client is expected to be our own
p us iterate fast and fully understand the processes underlying Universities IT department,
enhancing our Value Proposition towards this segment. Furthermore, with Católica’s testimonial we suppose to have extra
diverse Universities.
LeadTeam Operating
Which would be our main activities and key resources?
. As mentioned, it will be essential to keep this process of iteration, following this “out
approach” and getting feedback. Therefore, we will leverage our social media presence and community to constantly be
updated regarding customer’s feeling towards our solution. For instance:
Notice that this kind of process will enhance customer loyalty and community engagement.
It will be our objective to find a co-founder Hacker which can develop, upgrade and maintain the platform
as well as provide support in case of failure. Nevertheless, since we expect these activities to be bulky, and their effecti
Value Proposition, when necessary, LeadTeam will resort to Odesk vast qualified labor. An example would be
we estimate an upgrade which rounds roughly €972 labor costs.
f quality and costs – we can easily achieve high standards of quality by contracting
more programmers while at the same time we do not have the fixed salary costs.
On the other hand, we have four supportive activities, which include Informatic Services,
12
mail and telephone - E-mail and Tele-Marketing....
ese Universities, we are planning to
personally with universities’ decision makers and create brand
We expect to
It is important to highlight that our first University client is expected to be our own - Universidade Católica Lisboa,
p us iterate fast and fully understand the processes underlying Universities IT department,
testimonial we suppose to have extra
LeadTeam Operating
Which would be our main activities and key resources?
. As mentioned, it will be essential to keep this process of iteration, following this “out-of-the-building
presence and community to constantly be
founder Hacker which can develop, upgrade and maintain the platform
as well as provide support in case of failure. Nevertheless, since we expect these activities to be bulky, and their effectiveness
Value Proposition, when necessary, LeadTeam will resort to Odesk vast qualified labor. An example would be
€972 labor costs.
we can easily achieve high standards of quality by contracting
On the other hand, we have four supportive activities, which include Informatic Services, Financial & Accounting, H.R

Informatic Services includes mostly website hosting, database storage and servers. We expect these services to be outsourced
with a high-end partner such as 1&1, which provide us privacy security
H.R. Managemet is crucial to us, as it was emphasized innumerous times the importance of having the right team, with
complementary skills. A great team is better than a great idea, so we will have a dedicated depar
Financial and Accounting will be also outsourced with expected promptly results for fast decision
Management supervising directly this work. This will allow us to focus on analyzing the financial analysis outcome and make
strategic decisions, rather than consume time allocating costs.
Please refer to our Value Chain for further activities.
Taking into account our main activities and as expected from a start
includes mostly website hosting, database storage and servers. We expect these services to be outsourced
end partner such as 1&1, which provide us privacy security guarantees and reduced website crashes.
is crucial to us, as it was emphasized innumerous times the importance of having the right team, with
complementary skills. A great team is better than a great idea, so we will have a dedicated depar
will be also outsourced with expected promptly results for fast decision
decisions, rather than consume time allocating costs.
Please refer to our Value Chain for further activities.
Taking into account our main activities and as expected from a start-up, our organizational chart is simple and flat.
13
includes mostly website hosting, database storage and servers. We expect these services to be outsourced
guarantees and reduced website crashes.
is crucial to us, as it was emphasized innumerous times the importance of having the right team, with
complementary skills. A great team is better than a great idea, so we will have a dedicated department.
will be also outsourced with expected promptly results for fast decision-making, with Top
up, our organizational chart is simple and flat.

0
5000
10000
15000
20000
25000
30000
35000
2012 2013
Estimation of the evolution of applications dowloads, in millionsEstimation of the evolution of applications dowloads, in millionsEstimation of the evolution of applications dowloads, in millionsEstimation of the evolution of applications dowloads, in millions
The external environment
The market of Apps
Nowadays, the power of Internet and mobility has been exponentially growing. The last few years have seen an
unprecedented number of people rushing to develop mobile apps for iOS and Android.
Google dominates the mobile market with 900 million users, while
Microsoft comes in third place with an estimated 12 million Windows Phones sold. But there is still much work to be done to
increase monetization of free apps, which is an opportunity for developer
hit but, only a small group of them really manages to succeed. Even if the free applications remain the most used by the
owners of smartphones, the consumer is more and more inclined to spend some money t
The volume of download of mobile applications does not stop growing: not less than 150 million mobile applications are
downloaded every day (according to the cabinet Canalys in 2013).
owners of smartphones, with an average of 4 applications downloaded a month against 3.
The money spent however for the purchase of mobile applications remains low:
smartphones and €3,72 for the holders of tablets. Finally, in front of this success, there remains that 1 application out of 3 is
finally used. There are plenty of mobile applications to share, play, be informed… Among the most successful: Angry Birds,
Facebook, Fruit Ninja, Edge or Tetris.
Among the most popular models is the model free but sponsored by advertisements, which tends to become widespread on
the Google Play. The model Freemium allows to use an application free of charge, but with some paying
the traditional paying model, connected to the App Store and to the Windows Phone Store.
With a portfolio of applications in constant growth, the main digital Marketplaces have seen their revenues increasing for
several years. The success of smartphones in emerging countries should enable to keep the revenues increasing for a few
years still, before seeing the curve stabilizing.
The growing but reserved use of technologies in universities
Professors once saw the mobile phone as th
call each other. But this massive invasion of smartphones and tablets also provides opportunities for new educational
possibilities.
The universities keep in mind that the edu
objective is to create means and resources to make the educational subjects available to students, increase collaborative wor
in a way to help the access and development of
2014 2015 2016 2017
The external environment
unprecedented number of people rushing to develop mobile apps for iOS and Android.
Google dominates the mobile market with 900 million users, while Apple follows with 600 million iOS devices purchased, and
increase monetization of free apps, which is an opportunity for developers. Every app developer tries to build the next big
owners of smartphones, the consumer is more and more inclined to spend some money to purchase a mobile application.
downloaded every day (according to the cabinet Canalys in 2013). The owners of tablets download more apps than the
owners of smartphones, with an average of 4 applications downloaded a month against 3.
The money spent however for the purchase of mobile applications remains low: €2,15 on average for th
for the holders of tablets. Finally, in front of this success, there remains that 1 application out of 3 is
the Google Play. The model Freemium allows to use an application free of charge, but with some paying
the traditional paying model, connected to the App Store and to the Windows Phone Store.
ccess of smartphones in emerging countries should enable to keep the revenues increasing for a few
years still, before seeing the curve stabilizing.
The growing but reserved use of technologies in universities
Professors once saw the mobile phone as the enemy to productive learning, with students tuning out of lectures to text and
The universities keep in mind that the educational needs of teaching require more flexibility to the contents access. Their
objective is to create means and resources to make the educational subjects available to students, increase collaborative wor
in a way to help the access and development of knowledge.
Source: Gartner
14
Paying App
Free App
Apple follows with 600 million iOS devices purchased, and
s. Every app developer tries to build the next big
o purchase a mobile application.
The owners of tablets download more apps than the
on average for the holders of
for the holders of tablets. Finally, in front of this success, there remains that 1 application out of 3 is
the Google Play. The model Freemium allows to use an application free of charge, but with some paying options; and there is
ccess of smartphones in emerging countries should enable to keep the revenues increasing for a few
e enemy to productive learning, with students tuning out of lectures to text and
cational needs of teaching require more flexibility to the contents access. Their
objective is to create means and resources to make the educational subjects available to students, increase collaborative work
Source: Gartner

The success of the e-learning observed in recent times has created a growing demand for e
and other educational institutions, which has itself led to the development of a number of either commercial or open
Learning Management Systems (LMS). The usage of these systems is now gaining more and more recognition and
acceptance amongst institutions. Universities often have some sort of mobile platform, but too many are doing it all wrong (i
they’re doing anything at all). The result is often an online platform that’s far from engaging for students. Getting the
teachers to adopt mobile platforms isn’t simple either; it requires plenty of training, and practice. However, a few schools
doing this well. For instance, Hult International Business School, which has physical worldwide campuses, has a very
developed online mobile infrastructure. It was recently recognized by Apple as a “Standout School” for its use of technology.
Not only has the school given iPads to over 1,600 students and made use of on
gone a step or two further to create its own online apps, portals and infrastructure for students and faculty.
A phenomenon that is starting to be developed worldwide is
who connect can find there course materials though different supports: videos, powerpoint, notes, as well as exercises and
interactive exchanges places. The MOOC allows the students and the partici
knowledge in a precise field. But there are some vigorous reactions against this new phenomenon. Indeed, the anti
pointed out that thousands of students across the world would take the same course, with the same
instructor. They call it the “McDonaldization” of higher education. MOOC’s might pose potential barriers to fostering global
awareness and providing diverse educational experiences.
The online advertising
The mobile ads spending, but also the online advertising is increasing at a quite impressive rate. According to internet
research firm ComScore, online ad spending increased to just over $40 billion in the U.S. last year, a 12% increase.
After this global market analysis of our segments, we will now define the external threats and opportunities of our company.
US Online Ad Spending 2010US Online Ad Spending 2010US Online Ad Spending 2010US Online Ad Spending 2010
learning observed in recent times has created a growing demand for e-
and other educational institutions, which has itself led to the development of a number of either commercial or open
acceptance amongst institutions. Universities often have some sort of mobile platform, but too many are doing it all wrong (i
ng at all). The result is often an online platform that’s far from engaging for students. Getting the
teachers to adopt mobile platforms isn’t simple either; it requires plenty of training, and practice. However, a few schools
tance, Hult International Business School, which has physical worldwide campuses, has a very
o over 1,600 students and made use of on-demand tutorials and digital textbooks, it’s
A phenomenon that is starting to be developed worldwide is the MOOC. The MOOC is based on an internet platform. Those
interactive exchanges places. The MOOC allows the students and the participants to be interconnected and to share
knowledge in a precise field. But there are some vigorous reactions against this new phenomenon. Indeed, the anti
pointed out that thousands of students across the world would take the same course, with the same
awareness and providing diverse educational experiences.
t also the online advertising is increasing at a quite impressive rate. According to internet
US Online Ad Spending 2010US Online Ad Spending 2010US Online Ad Spending 2010US Online Ad Spending 2010----2015201520152015 Net Mobile Internet Ad Revenue ShareNet Mobile Internet Ad Revenue ShareNet Mobile Internet Ad Revenue ShareNet Mobile Internet Ad Revenue Share
Company, 2011Company, 2011Company, 2011Company, 2011
% of total
15
-learning systems in universities
and other educational institutions, which has itself led to the development of a number of either commercial or open-source
acceptance amongst institutions. Universities often have some sort of mobile platform, but too many are doing it all wrong (if
ng at all). The result is often an online platform that’s far from engaging for students. Getting the
teachers to adopt mobile platforms isn’t simple either; it requires plenty of training, and practice. However, a few schools are
tance, Hult International Business School, which has physical worldwide campuses, has a very
demand tutorials and digital textbooks, it’s
the MOOC. The MOOC is based on an internet platform. Those
pants to be interconnected and to share
knowledge in a precise field. But there are some vigorous reactions against this new phenomenon. Indeed, the anti-Mooc
pointed out that thousands of students across the world would take the same course, with the same content, from the same
t also the online advertising is increasing at a quite impressive rate. According to internet
Source: eMarketer
Net Mobile Internet Ad Revenue ShareNet Mobile Internet Ad Revenue ShareNet Mobile Internet Ad Revenue ShareNet Mobile Internet Ad Revenue Share Worldwide, byWorldwide, byWorldwide, byWorldwide, by
Company, 2011Company, 2011Company, 2011Company, 2011----2013201320132013

0
1
2
3
4
5
6
7
8
N. Users Price User-friendly
Our competitors
Our competitive advantage
By analyzing our competitors’ SWOTs (See
tracking which makes difficult the interactions between the students and has as a consequence a loss of time and efficiency
during the teamwork. This means we will focus on develop
each topic of discussion and have an overview of the work progress. This way we can clearly have an advantage over
Facebook’s group chat.
Moreover, we can notice that most of these platforms are not
least 2 or 3 different platforms such as a cloud service (such as Dropbox for instance), a chat service (Facebook), and the
university platform for example. This is not an optimized way to work with a virtual and far away team.
Furthermore, almost none of these competitors propose the additional features that would be useful for teamwork such as a
project planning, a bibliography, and an organizing tool. These are important tools for
competitors we would also propose a “calendar and scheduling” management, making the meeting arrangement much less
time-consuming (sometimes it can take more than 20 comments o
In here we have the opportunity to create a platform which incorporates all these functions, making it more efficient and
easier to work in groups. We must excel in this point, creating an intuitive platform, fully customize
accommodates the full workflow of a team work (from research to bibliography). This will be critical to build our competitive
advantage.
In order to assess our value proposition and compare it against the main competi
create the value curve, through a rating (0 being “really bad” and 7 being “excellent” ):
· Number of users: Created profiles and availability to begin interaction.
· Price: Monetary transaction or perceived cost regarding privacy and information sharing.
· User-friendly: Intuitive and easy to use. No need of further explanations.
· File management: Collaborative tool to work on documents and storage capacity.
· Discussion tracking: Effective tool for share information and take decisions.
· Calendar: Tool for plan meetings and monitor task completion.
· Task management: Project management features related to plan, allocate and control tasks.
· Bibliography tool: Tool for keeping track of information sources and defining references.
File
Management
Discussion
Tracking
Calendar Task
Management
See Appendix 6), we can see that most of them have a serious lack of discussion
during the teamwork. This means we will focus on developing an interactive chat, where students could easily accompany
Moreover, we can notice that most of these platforms are not all-in-one tool, which make the students switch between at
latform for example. This is not an optimized way to work with a virtual and far away team.
organizing tool. These are important tools for task management
consuming (sometimes it can take more than 20 comments on Facebook to book a meeting).
easier to work in groups. We must excel in this point, creating an intuitive platform, fully customize
Value curve
In order to assess our value proposition and compare it against the main competitors we consider the following attributes to
create the value curve, through a rating (0 being “really bad” and 7 being “excellent” ):
: Created profiles and availability to begin interaction.
erceived cost regarding privacy and information sharing.
: Intuitive and easy to use. No need of further explanations.
: Collaborative tool to work on documents and storage capacity.
Effective tool for share information and take decisions.
: Tool for plan meetings and monitor task completion.
: Project management features related to plan, allocate and control tasks.
Tool for keeping track of information sources and defining references.
16
Bibiography
Tool
LeadTeam
Facebook
Cloud Services
Moodle
), we can see that most of them have a serious lack of discussion
, where students could easily accompany
, which make the students switch between at
latform for example. This is not an optimized way to work with a virtual and far away team.
task management. Contrary to our
n Facebook to book a meeting).
easier to work in groups. We must excel in this point, creating an intuitive platform, fully customized for team works, which
tors we consider the following attributes to
: Project management features related to plan, allocate and control tasks.

LeadTeam Business Plan

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