A summary of the findings of my MBA thesis for the Corvinus University of Budapest. The purpose of the thesis was to evaluate the need for a smartphone tour guide app, and then create a feasible business plan to create and introduce the product. The official title is "A Business Plan for a Mobile Travel Application that provides Guided Walking Experiences on Smartphones."
Almost every other person have once faced
rejection from an arrogant auto/taxi driver.
Now, who has the time to search,
convince and bargain with the driver
when you are already late for a meeting or to catch your train?
However, every person these days prefers a comfortable ride over the tiny auto rickshaws/ crowded
buses to their destination.
With the massive progression in traditional Industries,
there is a great solution available for the people which
help to eliminate all the hassle of travelling.
The On-demand Cab Booking app is the modern solution for all the travel problems.
Uber's Market Strategy - An example of modern day business modelsRahul Shaha
This is a presentation on Uber's two-sided market strategy. Tools suchas the Porter's 5 Forces, Business Model Canvas and PESTEL analysis have been used.
Start your Uber Clone Business Immediately. USA, UK, India. Say Bye to Expensive Taxi App Development Company, Introducing low cost Uber Clone App. Launch your Uber Clone App in Just 48 hours with all Uber Features and Functionalities, be No: 1 to build a Delightful Uber Clone App. Contact us now to become next uber
Almost every other person have once faced
rejection from an arrogant auto/taxi driver.
Now, who has the time to search,
convince and bargain with the driver
when you are already late for a meeting or to catch your train?
However, every person these days prefers a comfortable ride over the tiny auto rickshaws/ crowded
buses to their destination.
With the massive progression in traditional Industries,
there is a great solution available for the people which
help to eliminate all the hassle of travelling.
The On-demand Cab Booking app is the modern solution for all the travel problems.
Uber's Market Strategy - An example of modern day business modelsRahul Shaha
This is a presentation on Uber's two-sided market strategy. Tools suchas the Porter's 5 Forces, Business Model Canvas and PESTEL analysis have been used.
Start your Uber Clone Business Immediately. USA, UK, India. Say Bye to Expensive Taxi App Development Company, Introducing low cost Uber Clone App. Launch your Uber Clone App in Just 48 hours with all Uber Features and Functionalities, be No: 1 to build a Delightful Uber Clone App. Contact us now to become next uber
How Uber Works Uber Business Model & Revenue Model It is a business model is an on-demand transportation service in the taxi industry all across the world
https://futureworktechnologies.com/how-uber-works-business-model-revenue-uber-insights/
Uber might provoke controversy, but there is no doubting the fact that it has been one of the most disruptive companies in the last decade. In this useful deck, our Mobile Product Strategist, Hamish Vallabh, outlines eight key things about great product design that you can learn from straight from one of the best 'habit-forming' services.
Uber is an on demand transportation service which has brought a revolution in the taxi industry all across the world. The business model has made it possible for people to simply tap their smartphone and have a cab arrive at their location in the minimum possible time, leaving a lot of budding startups yearning for an App like Uber.
Tactical Brand Marketing Plan - UBER Munich, GermanyEvelyn Sindermann
A market analysis of UBER in the German market (Munich) with recommendations for a tactical brand strategy that increases revenue to €8.2M by the end of 2015 and doubles the market share to 14.8% by 2020.
Analysis UBER's strategy.
1. Define the problem UBER has tried to solve. (from both supplier and consumer's points of view)
2. Transportation industry(Taxi) before UBER
3. How UBER business actually works
4. Their international strategy
5. Five forces analysis
6. Challenges and suggestions
In this presentation , we try to understand the business model of Uber with digital strategy as the backbone. Also we look into the financial strategy of Uber , the challenges it is facing
I was brought on to produce some high-fidelity wireframes for one section of a large travel app -- the checkout process after the user had selected a hotel. A lot of assumptions had to be made and many factors had to be carefully considered while creating the app flow and wireframes.
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Uber’s taxi service. Uber’s service enables anyone to provide taxi services and it provides dynamic pricing for better matching of supply and demand. Its value proposition for potential drivers is the opportunity to work as driver on their own hours. Its value proposition for user to lower taxi fares during most times of the day and a higher supply of taxis (and higher prices) during peak demand. The customers are tech-savvy and smart phone users who value their time. Uber receives payments directly from customers and keeps a percentage of these payments as its income. Uber’s patents for a demand-price algorithm represent a barrier of entry and thus a method of strategic control.
Fors Marsh Group's Jon Strohl, senior researcher, shows how advertisers and marketers can use eye-tracking technology to improve advertisements across mediums and to inform business and creative decisions.
How Uber Works Uber Business Model & Revenue Model It is a business model is an on-demand transportation service in the taxi industry all across the world
https://futureworktechnologies.com/how-uber-works-business-model-revenue-uber-insights/
Uber might provoke controversy, but there is no doubting the fact that it has been one of the most disruptive companies in the last decade. In this useful deck, our Mobile Product Strategist, Hamish Vallabh, outlines eight key things about great product design that you can learn from straight from one of the best 'habit-forming' services.
Uber is an on demand transportation service which has brought a revolution in the taxi industry all across the world. The business model has made it possible for people to simply tap their smartphone and have a cab arrive at their location in the minimum possible time, leaving a lot of budding startups yearning for an App like Uber.
Tactical Brand Marketing Plan - UBER Munich, GermanyEvelyn Sindermann
A market analysis of UBER in the German market (Munich) with recommendations for a tactical brand strategy that increases revenue to €8.2M by the end of 2015 and doubles the market share to 14.8% by 2020.
Analysis UBER's strategy.
1. Define the problem UBER has tried to solve. (from both supplier and consumer's points of view)
2. Transportation industry(Taxi) before UBER
3. How UBER business actually works
4. Their international strategy
5. Five forces analysis
6. Challenges and suggestions
In this presentation , we try to understand the business model of Uber with digital strategy as the backbone. Also we look into the financial strategy of Uber , the challenges it is facing
I was brought on to produce some high-fidelity wireframes for one section of a large travel app -- the checkout process after the user had selected a hotel. A lot of assumptions had to be made and many factors had to be carefully considered while creating the app flow and wireframes.
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Uber’s taxi service. Uber’s service enables anyone to provide taxi services and it provides dynamic pricing for better matching of supply and demand. Its value proposition for potential drivers is the opportunity to work as driver on their own hours. Its value proposition for user to lower taxi fares during most times of the day and a higher supply of taxis (and higher prices) during peak demand. The customers are tech-savvy and smart phone users who value their time. Uber receives payments directly from customers and keeps a percentage of these payments as its income. Uber’s patents for a demand-price algorithm represent a barrier of entry and thus a method of strategic control.
Fors Marsh Group's Jon Strohl, senior researcher, shows how advertisers and marketers can use eye-tracking technology to improve advertisements across mediums and to inform business and creative decisions.
Effective planning an online advertising campaignParikshit Hore
In this thesis I will concentrate on analyzing an online campaign of BJP for promoting Naredra Modi as an PM from mission 272 .This campaign name is “Namo”. The campaign is launched in the Gadhi Nager region as a part of a larger advertising campaign and is visible in all India during Gujarat election in 2013.The focus for this thesis is to identify key stages in planning and executing by analyzing this particular online campaign. My intention is to establish how the research and Statistic conducted for the campaign impacted the planning and execution process that in the end lead to the online campaign. With the help of the marketing and advertisement theory and my qualitative studies, I hope to identify if there is an established process for online campaign planning and execution on a high level. At the same time this study will serve as a presentation of the online campaign assets and as a handbook for planning and executing a substantial online campaign.
Webinar - Mobtimizers - 4 approaches to mobile successMobtimizers
How to develop and market an app globally with success. Learn how Digidoc and Mobtimizers have joint up to increase app downloads with incremental app improvements and app store optimization. Is it a continuous process of testing and learning. Mobile strategy and marketing at its best.
Digital Marketing Workshop Description:
"Marketing is changing. Traditional approaches that have worked for decades, or even centuries, are
being swept away. In their place are a confusing mix of new, digital methods of building your brand,
reaching out to customers and adding value”.
This workshop is designed to cut through the clutter and hype of digital marketing and provide a
clear overview of this brave new world. Over two, highly interactive and practical days, the
workshop will give you a solid grounding in the main Digital Marketing approaches including:
Search Engine Marketing, Social Media, Email Marketing, Affiliate Marketing and how to use
Analytics to increase the number of Conversions on Firm’s/ Organization’s website to whom you
were working for.
You will discover how to harness the incredible power of digital technologies in order to grow your
business and to get your message across. Designed for those with little or no experience, this course
will also be of value to those who have already started and who are looking for tips and suggestions
on how to improve their Digital Marketing Personally as well as professionally.
Customer experience & mobile for circulationCrowdLab
How mobile research can improve understanding of the customer experience and journey through innovative methodologies, missions, and real time analysis
Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Dig...DMI
The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
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In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
2. MBA Programs
A Business Plan for a Mobile Travel
Application that provides Guided Walking
Experiences on Smartphones
Alexander HoskinsonAugust 4, 2014
4. MBA Programs
STRATEGIC BACKGROUND
The primary strategy and framework for this study came from the following two sources
Blue Ocean Strategy
By W. Chan Kim and
Renee Mauborgne,
2004
Business Model Generation
By Alexander Osterwalder and
Yves Pigneur, 2010
Alexander HoskinsonAugust 4, 2014
5. MBA Programs
BLUE OCEAN STRATEGY
This is the overall framework that acts as a map for my study
The Blue Ocean Strategy (BOS) has many tools, and they will appear at various points
throughout the presentation
For example, these are three of the tools I will use:
Value Innovation
● Helped decide how to increase value while decreasing cost
Strategy Canvas
● Helped determine competition and make sure this business model isn’t going head to head with them
6 Paths Framework
● 6 paths to keep on track with the BOS (Kim & Mauborgne, 2004)
Alexander HoskinsonAugust 4, 2014
6. MBA Programs
BUSINESS MODEL GENERATION
This is a canvas
designed to make
sure a business
model includes all
necessary parts and
doesn’t have any
weak points
(Osterwalder &
Pigneur, 2010)
Source:
http://www.businessmodelgeneration.com/canvas
Alexander HoskinsonAugust 4, 2014
7. MBA Programs
INDUSTRY BACKGROUND
Why is it a good idea to enter this industry?
It can be broken into two segments:
Technology
Travel Technology
Both of these are growing segments with ample
opportunities (IDC, 2014; Eurostat, 2014)
Alexander HoskinsonAugust 4, 2014
8. MBA Programs
TECHNOLOGY (SMARTPHONE) INDUSTRY IN 2014
Smartphone shipments increased significantly last
year, and are predicted to increase again this year
Alexander HoskinsonAugust 4, 2014
Samsung and Apple have largest
market share, but there are an
increasing number of competitors
entering the market to give more
options to more people
(IDC, 2014)
9. MBA Programs
TRAVEL TECHNOLOGY INDUSTRY
People are turning to technology
to plan trips, and for resources
while traveling
Alexander HoskinsonAugust 4, 2014
It isn’t used just for travel booking,
but for many other aspects while
on the go (cite all)
Social media allows much
more feedback from
customers about all things
related to travel (Offutt, 2013)
Laptops are becoming less popular
than smartphones, and the same
could happen with hands free devices
and other options
10. MBA Programs
PRODUCT DESCRIPTION
App Name:
ExploreGuide
Alexander HoskinsonAugust 4, 2014
Virtual tour
EXPERIENCE
Uses an app on
smartphones
Users follow
pre-designed
“tours”
Multiple
choices of tours
based on
various factors
Basic
Idea
11. MBA Programs
PRODUCT DESCRIPTION
Asks users about location, interests, and time limit before
suggesting tours
Gives a starting point (a local restaurant), and then
gives clues to each location
At each location, gives interesting information about it
Doesn’t require internet access (all information
downloaded before) or GPS (to save battery life)
Doesn’t give too many details of tour before in order to
make it an adventure
Alexander HoskinsonAugust 4, 2014
12. MBA Programs
BOS VALUE INNOVATION
• This product gives the customers a
new value by providing a user-
created experience, not just
following a tour guide
• Also, it guarantees that exploring
independently will still result in
finding interesting places
• Cost is reduced to customer by not
having to pay
• Cost is reduced to the company by
not having to pay tour guides for
every tour
Source: http://www.blueoceanstrategy.com/concepts/
Alexander HoskinsonAugust 4, 2014
13. MBA Programs
BOS STRATEGY CANVAS
The Strategy Canvas is one
of the fundamental tools of
the Blue Ocean Strategy.
Alexander HoskinsonAugust 4, 2014
This tool shows how the main competitors act and how this will be different.
(From author, framework by Kim & Mauborgne, 2004)
14. MBA Programs
BOS FOUR ACTIONS FRAMEWORK
Alexander HoskinsonAugust 4, 2014
This tool helps determine how to different from the values of the current industry.
(From author,
framework by Kim &
Mauborgne, 2004)
15. MBA Programs
BOS ERRC GRID
Alexander HoskinsonAugust 4, 2014
The Eliminate – Raise – Reduce – Create Grid helps tie the values to this company.
(From author, framework by Kim & Mauborgne, 2004)
16. MBA Programs
BUSINESS MODEL CANVAS FOR EXPLOREGUIDE APP
Alexander HoskinsonAugust 4, 2014
(From author, framework by Osterwalder & Pigneur, 2010)
17. MBA Programs
POTENTIAL REVENUE MODELS
Revenue Models
Type: Traits:
Sell the app Sell it one time
Sell per “tour”
Sell it for a certain time limit (like a license)
Advertising Integrate advertising into the interface and collect money from the advertisers
Sponsorship Businesses will pay in order to have the app bring customers to them (i.e. a tour
starts/ends at a restaurant)
Freemium Offer basic services for free, but charge for better services
For example:
o Basic tours could be free, but there could be subscription options for other tours
o The ability to get extra features (i.e. upload/download capabilities)
o Unlimited usage (only allow a certain amount of free usage)
o Better profile (i.e. allow to connect with other people)
Alexander HoskinsonAugust 4, 2014
18. MBA Programs
REVENUE MODEL CHOICE
Different through product evolution
Start with one very simple method, and integrate the others when
possible/necessary
1. Start free
At the very beginning, generate zero revenue to gain a slight following
2. Move to sponsorship
Once there is a slightly established customer base, recruit sponsors and get
them to pay
3. Charge small amount for very unique tours
If possible to offer very unique tours, charge a small amount from them to
generate more revenue
Alexander HoskinsonAugust 4, 2014
19. MBA Programs
Attempting to narrow
down the market
segment, I came to the
following conclusions
Segmentation Targeting Positioning
Alexander HoskinsonAugust 4, 2014
International travelers English speakers
Users of technology
(at this point, not limited to
smartphones)
Have a desire to explore
(common in most, but not
all, travelers)
STP
20. MBA Programs
STP
Target Market - General Traits
Facts: Personality Traits:
Age: 18 – 27
Male and female
Low income (causing higher price sensitivity and desire for good
deals)
Tech savvy
o Comfortable using technology (and embrace it)
o Have access to different platforms (especially smartphone –
this is absolutely necessary)
o Quickly learn/adapt to new programs
Smartphone users
Social media active
o Use many forms of social media
o Have network of friends to share with
Curious/eager to learn and experience new things
Open-minded
Want to contribute to/feel part of a “community”
Trust their networks
o Listen to advice from friends and family
o Like to share their own opinions
Not afraid to try new things and go new places
o But, want some help in doing this
Segmentation Targeting Positioning
Alexander HoskinsonAugust 4, 2014
21. MBA Programs
STP Segmentation Targeting Positioning
Alexander HoskinsonAugust 4, 2014
Theproductwillbe
positionedaccordingtothe
followingideas
Unique product that is uncommon and
unusual
Free (or so cheap that it could be compared
to free)
Solves a problem that the consumers didn’t
even realize they had
Makes the life of the consumer flexible,
easy, and carefree while remaining
successful in their travels
Changes the options they have while
traveling
22. MBA Programs
MARKET RESEARCH
Key lessons learned from the interviews I conducted
Interviews
Industry
Reports
The product is interesting
to all different age groups
The younger age groups
were more interested (and
able) to share on social
media
Most don’t use mobile
data while traveling
abroad, and generally
believe the GPS requires
this (which is not true)
They would be interested
in using the product while
traveling, but not really in
their hometown
They would be willing to
pay a small amount for
the tours if they were
unique and high enough
quality
Alexander HoskinsonAugust 4, 2014
23. MBA Programs
ESEARCH
Key learnings from industry reports
Interviews
Industry
Reports
The majority of people don’t
use cellular data abroad
(European Commisson,
2014)
The Android (Google)
operating system is the most
common, but the iOS (Apple)
operating system has
significant market share
(Kantar, 2013)
Consumers are increasing
turning to mobile devices for
travel needs
Free apps receive
significantly more downloads
(App Annie Index, 2013)
Alexander HoskinsonAugust 4, 2014
MARKET RESEARCH
24. MBA Programs
PRODUCT PRICING OPTIONS
Alexander HoskinsonAugust 4, 2014
Free • Could achieve more
downloads
Paid • Could gain revenue
more directly
or
25. MBA Programs
PRICE CHOICE
Low price
High price value for price sensitive consumers
Free as long as possible
Revenue can come from sponsorship
Following the Business Model Canvas, there are other ways this product could
create value, so it isn’t necessary to offer it free.
However, a free product creates value for the business partners who are potential
sponsors by having a larger customer base, so that satisfies more parties.
(Osterwalder & Pigneur, 2010).
Alexander HoskinsonAugust 4, 2014
26. MBA Programs
ADVERTISING
Online
These will be used minimally with a close
scrutiny on success statistics
Social Media
● Targeted, promoted posts
Google Ads
● Targeted ads
Offline
Posters/fliers in partner businesses
Stickers in window of partner business
Stickers given to finishers
Alexander HoskinsonAugust 4, 2014
27. MBA Programs
SOCIAL MEDIA
Interact with other social networks as much as
possible
Ability to share information on maximum amount of
networks
Create a Virtual Postcard that is attractive and
makes customers want to share
Utilize hashtags and other popular trends
No attempt to build own social network
Many apps attempt to create their own, and this
increases difficulty and frustration among
customers
Alexander HoskinsonAugust 4, 2014
28. MBA Programs
DISTRIBUTION CHANNELS
App Markets
Google Play
App Store
Websites
Owned
Website(s) we create and run
Earned
Reviews and other discussions on outside
websites (i.e. blogs)
Unearned
Paid reviews on other websites (used very
minimally, if at all)
Alexander HoskinsonAugust 4, 2014
31. MBA Programs
MAJOR COMPETITORS
There are three main types of competitors, and each one has different breakdowns
Guided
• International Tours
• Organize whole trip
• Just the tour
• Local Tours
• Just the tour
Self-Guided
• Sources
• Guide Books
• Websites
• Local People
• Types
• Pre-planned
itineraries
• Random suggestions
Alternate Activities
• Museums
• Cinemas
• Theaters
• Restaurants
• Parks
• Shopping
Alexander HoskinsonAugust 4, 2014
32. MBA Programs
NO DIRECT COMPETITION
Even throughout the massive
amount of apps, there doesn’t
seem to be a direct competitor.
There are travel and tour apps, but
there isn’t one that offers users a
gamified challenge to discover a
city on their own, but also provides
them with knowledge and
information about their
surroundings.
Alexander HoskinsonAugust 4, 2014
no direct competitor
gamified challenge
discover a city
provides knowledge and
information
33. MBA Programs
EXPLAIN COMPETITIVENESS
Functional-Emotional
Orientation is a significant
differentiating factor
Instead of competing with
quality and/or price like the
majority of competitors
(functional), try the emotional
strategy
Sell this product as an
experience where customers
are responsible for their own
adventure and success
Alexander HoskinsonAugust 4, 2014
Source: http://www.blueoceanstrategy.com/concepts/
34. MBA Programs
COMPANY STRUCTURE
Centralized Headquarters
• Only office till expansion is necessary
Outsource IT (cheap country abroad)
• More affordable way to develop product
1 person per city/region
• Have one person to manage quality, local partners, and local knowledge in each
region
Updates/Maintenance
• Regional person performs routine maintenance
• Headquarters makes decision about necessity of outsourcing IT for more difficult
tasks
Alexander HoskinsonAugust 4, 2014
35. MBA Programs
TWO POSSIBLE METHODS FOR CONTENT CREATION
Internal External
Pros:
• Complete control over content
• Can quickly edit/update tours
Pros:
• Only pay when receiving something
• More perspectives and creative ideas
Cons:
• Cost of constant employment
Cons:
• Inconsistent work and topics
• (Potentially) challenging to update
Alexander HoskinsonAugust 4, 2014
Who is actually writing the tours?
36. MBA Programs
CONTENT CREATION CHOICE
Start with internal only
• Simple and cheap
With growth, consider
external
• Wider variety
If using external, use
royalty payment method
• Lower risk
• Higher likelihood of quality
Alexander HoskinsonAugust 4, 2014
37. MBA Programs
DEVELOPMENT COSTS
Impossible to judge without actually paying a developer
Based on many factors including hourly wage of the software
developer and the amount of features it will need (Angeles, 2012)
A survey of 96 apps found an average development cost of $6,453
(Ahlund, 2010).
This seems a reasonable estimate for this product
Alexander HoskinsonAugust 4, 2014
38. MBA Programs
STARTING INVESTMENT
These are the
potential
methods which
the initial
funding can
come from (in
order of
preference and
likelihood)
• Potentially easier for lower amount because they want to support you as much as the
business
Family/friends
• Helpful for other resources (i.e. networking) as well as funding
Incubator Funding
• Promising if idea is sound enough
Angel Investors
• Usually have to find something to offer in return
Crowdfunding
• Difficult without already being established
Venture Capital
Alexander HoskinsonAugust 4, 2014
39. MBA Programs
SALES FORECAST
Potential Revenue From Sponsors
Number of Tours (2 Sponsors/Tour) 5 10 15 20 5 10 15 20
Sponsor Fee/Month $15 $15 $15 $15 $25 $25 $25 $25
Revenue Generated/Month $150 $300 $450 $600 $250 $500 $750 $1,000
Revenue Generated/Quarter $450 $900 $1,350 $1,800 $750 $1,500 $2,250 $3,000
Revenue Generated/Year $1,800 $3,600 $5,400 $7,200 $3,000 $6,000 $9,000 $12,000
Number of Tours (2 Sponsors/Tour) 5 10 15 20 5 10 15 20
Sponsor Fee/Month $35 $35 $35 $35 $50 $50 $50 $50
Revenue Generated/Month $350 $700 $1,050 $1,400 $500 $1,000 $1,500 $2,000
Revenue Generated/Quarter $1,050 $2,100 $3,150 $4,200 $1,500 $3,000 $4,500 $6,000
Revenue Generated/Year $4,200 $8,400 $12,600 $16,800 $6,000 $12,000 $18,000 $24,000
Alexander HoskinsonAugust 4, 2014
Difficult to forecast
because it depends
on too many factors
Number
of Tours Number of
Downloads
Other
Sponsors
City
Size of
the
Sponsor
Length of
Contract
Sponsors will be the main form of revenue. Earnings will vary.
40. MBA Programs
BLUE OCEAN STRATEGY SUMMARY
Value Innovation
• Helped create the core value from the beginning
Strategy Canvas
• Made Sure the product existed in a blue ocean
4 Actions Framework
• Helped create the value curve for the strategy canvas and challenge current industry thinking
ERCC Grid
• Helps turn the 4 Actions Framework into usable ideas
6 Paths
• Ensured the thinking remained in the blue ocean, and not in head-to-head competition
3 Tiers of Noncustomers
• Helped search for new customers and understand how to lose current customers
Sequence of BOS
• An overall map to show the progress
Alexander HoskinsonAugust 4, 2014
41. MBA Programs
FUTURE GOALS
• Start with simple, basic version, and update to newer versions with growth that have more features
and functions
Release Multiple Versions
• Develop a strong brand and customer base
• Attempt to sell the product to a larger company who is searching for technology or brand name
Strong Intent to Sell
• The EU is currently in the process of attempting to regulate mobile markets (i.e. banning roaming
fees within member states)
• Follow closely and update product to match
Update for Regulatory Changes
Alexander HoskinsonAugust 4, 2014
42. MBA Programs
FINAL RECOMMENDATIONS
It won’t generate revenue
immediately, but could grow
exponentially with more
customers, partners and tours.
Alexander HoskinsonAugust 4, 2014
The product is a
feasible idea.
Many factors were
decided following the Blue
Ocean Strategy and the
Business Model Canvas,
but the most important
trait is offering an
“experience” to
consumers.
43. MBA Programs
REFERENCE INFORMATION
For a detailed summary of the references cited in this presentation, please see the printed
executive summary of my thesis:
Alexander HoskinsonAugust 4, 2014
A Business Plan for a Mobile Travel Application that provides Guided
Walking Experiences on Smartphones