This document provides an analysis of a proposed website called ComicYourStory that allows customers to have their stories illustrated as custom comics. It discusses the company background and introduction, customer analysis including market segmentation and consumer insights, objectives including anticipated revenue targets, and a marketing mix plan covering products, pricing, placement, and promotion strategies. The customer analysis finds the target market to be people aged 5-34 who want a unique way to record memories or imaginations. The objectives outline a 3-phase business development plan to expand market reach and increase annual revenue. The marketing mix proposes competitive pricing for comic booklets and side products, and estimates an anticipated annual revenue of 625,800 yuan with a profit of 303,960 yuan.
4. INTRODUCTION
• Founded in 2013
• Head-quartered in Beijing
•Initial fund form the student
graduate entrepreneur loan
• A website where you can
choose the cartoonist and
“comic” your story according
to your description and
preferential comic style
Company
7. With the spread of the Japanese anime, the comics culture becomes more
and more influential. Some comics words even develop into internet
language which are frequently used by youngsters, such as Ji You( 基友） ,
Wei Niang( 伪娘） , Zheng Tai( 正太） , Luo Li( 萝莉） etc .
1. Cultural Factors
CUSTOMER ANALYZE
Consumer behavior analysis
8. Comics clubs become increasingly popular in schools. Comics fans not
only actively draw cartoons but also do cosplay in comics exhibition.
Comics serves as a good subject for them to socialize and bonding.
2. Social Factors
CUSTOMER ANALYZE
Consumer behavior analysis
9. 3. Personal Factors
In recent decades, the "COMICS" has been a trend among Chinese youth.
Normally, it is Japanese anime that accompany them during their childhood.
Watching and talking about Japanese anime has become an lifestyle among
most 1990s and even some 1980s.
CUSTOMER ANALYZE
Consumer behavior analysis
10. Many of Chinese juvenile call themselves " the creatures in anime ". They
always imagine themselves are protagonists in different types of comics so
that they can save the world, have a lot of beautiful girlfriends or live a
glorious life. In a word, they want to be their own superhero or heroine.
4. Psychological Factors
CUSTOMER ANALYZE
Consumer behavior analysis
11. 1.Main product
Comic Booklet with the customers’
stories
According to our customer research, 82.13% people want to record
their own stories and 59% of them think designing a customized comic
book is an special way to do it.
Other customized products that using the
comics characters or scenes
2. Sideline product
CUSTOMER ANALYZE
Consumer Insight
12. Comics have become a trend and domestic cartoon industry is
booming. As more and more people prefer to have a head
portrait, to illustrate one’s life with comics could be a new trend.
Everyone has his or
her stories that
worth recording and
memorizing
Everyone has some
fantasy and love to see
it visualized
Comics is an
interesting way to
answer this demand
CUSTOMER ANALYZE
Consumer Insight
14. •Memorize the special
days, such as marriage
anniversary, wedding,
birthday etc.
Commemoration
•Recording the past.
Eg: The happy
moment & relationship
CUSTOMER ANALYZE
Consumer Insight
16. Use cartoon image to express
the identification of
themselves.
To be special.
To be different from others
Personal expression
CUSTOMER ANALYZE
Consumer Insight
18. Consumer insight of different age groups
Children:
• Kids who love cartoons and fantasy
Youngsters:
• Teenagers who want to express their feelings or try something new
and unique
• Adults who want to send special gifts to their loved ones or just
want to record their memories
Market
Segmentation
CUSTOMER ANALYZE
19. People aged from 5 to 34 years old who want to record their
memories and imaginations in a special way.
（ 2010 population census of the
PRC ）
1. Target
Market
2. Potential Market Size
People aged from 5 to 34 in China in 2010
571.15million
44% of the whole population
CUSTOMER ANALYZE
Target Market
20. Positioning
Positioning as a TREND LEADER.
The very FIRST and MOST POPULAR website in the field of
customized comics.
1.Enterprise positioning
CUSTOMER ANALYZE
21. 2. Brand positioning
• A place to visualize your dream
and record your life bit by bit
vividly
• Deliver high quality and excellent
customer services
Positioning
CUSTOMER ANALYZE
22. Porter's Five Forces Analysis
New
entrant
Suppliers
Industry
competitors
Buyers
Substitute
s
CUSTOMER ANALYZE
23. 1. The Threat of Entry
The threat of entry is relatively high.
• The cost of constructing a website is cheap
• Easy to recruit cartoonists and duplicate the idea.
• Reliable and generous enterprise image to
attract talents
• Legal contracts to maintain cartoonist
resources
• Influential platform to increase
recognition of cartoonist
•Get a head start in the market
•Seize customers and resources as much as
possible
•Provide better customer experience
But we still have our unique
strength.
Porter's Five Forces Analysis
CUSTOMER ANALYZE
24. 2. Bargaining Power of Buyers
The bargaining power of buyers is relatively low.
Our website is the only one which provide the service of customized comics with
excellent customer experience.
• It is not a simple website which sell service.
•The website is a place where you can fulfill your dream and create your own world.
Thus, buyers can not simply weigh the comics by money.
Porter's Five Forces Analysis
CUSTOMER ANALYZE
25. 3. Bargaining Power of Suppliers
a. Content suppliers
As a tailored comic website , our content suppliers are cartoonists. Since there are so
many cartoonists in China ,we have a large number of alternatives to choose.
The bargaining power of suppliers is relatively low.
Porter's Five Forces Analysis
CUSTOMER ANALYZE
26. b. Material suppliers
According to National Bureau of Statistics, in 2011,
3. Bargaining Power of Suppliers
The bargaining power of suppliers is relatively low.
Factory Printing Factories
Clothing Manufacturing
Factories
Amount 8289 6685
The competition is pretty stiff.
Porter's Five Forces Analysis
CUSTOMER ANALYZE
27. 4. The Threat of Substitutes
The threat of substitutes is low.
In contrast, Custom comic website is more convenient and cheaper for customers
Type Comic workshop Gift customization
Customization
video(micro-
movie)or
photograph
Weakness
•small amount,
•high price
•limited form
•can NOT fully
express your
emotion and story
•time and money
cosuming
•high demands for
actors and
directors
Porter's Five Forces Analysis
CUSTOMER ANALYZE
28. 1 、 upload their pictures
2 、 get a tailored cartoon head portrait.
They charge 38RMB for every picture.
WEAKNESS:
•it only supply head portrait.
•Their core product is a piece of simple
cartoon portrait 。
•They only supply 12 cartoonists for
customers to choose.
There is no exact rivalry in the
market.a. http://www.huawo.net/ ( 画我
网 )
5. Competitive Rivalry
Porter's Five Forces Analysis
CUSTOMER ANALYZE
29. b.TAOBAO online comic workshops
WEAKNESS:
Usually in TAOBAO shop,
•There is only one cartoonist for
customers to choose.
•The price they charge is quite high.
•The styles of cartoon are limited.
5. Competitive Rivalry
There is no exact rivalry in the
market.
Porter's Five Forces Analysis
CUSTOMER ANALYZE
31. First phrase (1st
year)
Second phrase(2nd
year)
Third phrase ( after 3rd
year)
•Establish and improve the
website according to the market
respond
•Recruit cartoonist
•Reach 100,000 audience
•Focus on the Beijing market
•Gain an initial annual revenue
of 830,000 Yuan
•Launch mobile website and
app
•Develop cartoonist
•Reach 1,000,000 audience
•Spread to Shanghai,
Guangzhou, Nanjing,
Hangzhou, Xian, Chengdu,
Wuhan
•Double the revenue of the first
year
•Continuously increase the
website visit
•Cultivate cartoonist and
improve the influence in comics
•Spread to the national market
•Develop website advertising
and charge copyright fee to
gain new revenue
Business Development
OBJECTIVES
34. MARKETING MIX
• 2 covers, 1 preface page and over 5
pages of comics
• various style(sketchy, aesthetic, etc.)
1.Main product
Comic booklet with the customers’ stories
2. Sideline product
Other customized products that using the
comics characters or scenes
• Such as postcard, birthday card, poster,
notebook, phone case, mug and T-shirt
etc.
Product
36. MARKETING MIX
Price
1. Main product
How much money are
customers willing to pay for
per page ?
How much money will
cartoonists charge for per
page ?
Combining the acceptable
price and the cost
20 Yuan/per
page
100 Yuan/per
page
37. MARKETING MIX
Price
Classes of cartoonists Description Price( Yuan/page)
Special Invited Cartoonist •Famous cartoonists By negotiation
Class A. Comic Master •Professional cartoonists
•Exquisite style
•Over 85% like
100
70% of the design fee will be
paid to the cartoonists
Class B. Comic Senior •Experienced amateur cartoonists
•Normal style
•Over 70% like
60
65% of the design fee will be
paid to the cartoonists
Class C. Comic Junior •Qualified amateur cartoonists
•Simple style
30
60% of the design fee will be
paid to the cartoonists
1. Main product
38. 1. Main product
According to the positioning
Premium Strategy High-value
Strategy
Super-value
Strategy
Overcharging
Strategy
Medium-value
Strategy
Good-value
Strategy
Rif-off Strategy False economy
Strategy
Economy Strategy
MARKETING MIX
Price
39. MARKETING MIX
Price
Classes of cartoonists Description Price( Yuan/page)
Special Invited Cartoonist •Famous cartoonists By negotiation
Class A. Comic Master •Professional cartoonists
•Exquisite style
•Over 85% customer satisfaction
100
70% of the design fee will be
paid to the cartoonists
Class B. Comic Senior •Three-year amateur cartoonists
•Normal style
•Over 70% customer satisfaction
60
65% of the design fee will be
paid to the cartoonists
Class C. Comic Junior •Qualified amateur cartoonists
•Simple style
30
60% of the design fee will be
paid to the cartoonists
1. Main product
Medium-value strategy
•Class B and C cartoonists are the
mainstreamed cartoonists in the website to
target at the middle and mass market
•Product price range: 150-600 Yuan
40. MARKETING MIX
Price
2. Sideline product
above 200
After research , we found 81% people
prefer the price under 100 Yuan to buy
the sideline product.
41. MARKETING MIX
Price
Products Specification Price
Postcard Normal size 5 Yuan/piece
Birthday Card Normal size 15 Yuan/ item
Poster Normal size 20 Yuan/ item
Notebook 40-page hard cover notebook 35 Yuan/item
Mug Ceramic mug with 4 colors(red, blue,
black, white)
35 Yuan/ item
Phone case For Iphone 4 or 5 40 Yuan/ item
T-shirt Short sleeve or long sleeve 70 Yuan / piece
2. Sideline product
42. MARKETING MIX
Price
Product weight Region Delivery fee (Yuan/kg)
Ykg Cities other than distant regions
Sinkiang, Tibet etc.
8
10
Added weight Cities other than distant regions
Sinkiang, Tibet etc.
3
5
Normal delivery
Fast delivery
Product weight Region Delivery fee (Yuan/kg)
Ykg Cities other than distant regions
Sinkiang, Tibet etc.
22
24
Added weight Cities other than distant regions
Sinkiang, Tibet etc.
10
12
3. Delivery Fee
47. MARKETING MIX
Place
Man Hua Li Website
Products are sold online
website link:
http://stayoldie.wix.com/consumer
Why website?
•Convenience
•Variety
•Low cost
•Expandable
48. MARKETING MIX
Step 1. Describe your story
Step 2. Choose your cartoonist
Step 3. Confirm the draft
step 4. Get your comic booklet
4 Steps to Get Your Comic
Story
Place
49. MARKETING MIX
4 Steps to Get Your Comic
StoryStep 1. Describe your story
Step 2. Choose your cartoonist
Step 3. Confirm the draft
step 4. Get your comic booklet
Place
50. MARKETING MIX
Step 1. Describe your story
Step 2. Choose your cartoonist
Step 3. Confirm the draft
step 4. Get your comic booklet
4 Steps to Get Your Comic
Story
Place
51. MARKETING MIX
Step 1. Describe your story
Step 2. Choose your cartoonist
Step 3. Confirm the draft
step 4. Get your comic booklet
4 Steps to Get Your Comic
Story
Place
53. MARKETING MIX
Advertising
1.Print Ads:
•Brochures, posters, postcards, business cards: Putting in counters and publishing board of offline
comic stores and comic-theme coffee shops.
•Packing:Print logo, brand name and slogan in the packing
54. MARKETING MIX
2. Online Ads:
•Put adverting banners on comic-related websites (mainly specialized forums and BBS)
Advertising
55. MARKETING MIX
3. Search Engine
•Use efficient key words (such as customize comics, creative gifts) and Baidu Promotion to appear
on the top of search results in search engines
Advertising
56. MARKETING MIX
1. Set up official accounts on social networks
•Post interesting comics and selected original comics
•Announcing Man Hua Li activity news and other comics events news
• Interact with cartoonists and customers
Interactive Promotion
57. MARKETING MIX
•If you join in the topic and @ three of your friends, you will get a chance to win a
customized comics booklet.
2. Create topics
Interactive Promotion
58. MARKETING MIX
Interactive Promotion
3. Add a game page on man hua li website.
•If you upload your photo, you will get a free cartoon portrait of your own. You can share your
portrait on Weibo, Renren, Wechat to attract more people to join this game.
59. MARKETING MIX
Interactive Promotion
4. Cosplay photo show on Weibo.
Share your cosplay photo, @our official Weibo and three of your friends, we will choose the best
one to give he/her a sideline product as a gift
60. MARKETING MIX
Interactive Promotion
5. Hold original comic competition on Weibo/SNS to invite all the comic fans to draw
comic stories
Rewards:
•To meet with some famous cartoonists and get their guidance
•Some material rewards, such as books from our cartoonists, sideline products, VIP discount, etc.
61. MARKETING MIX
Event
1. Cooperated with Student Comics Club
•Recruit new comics talents to join our website
•Workshops/training courses and sharing sessions for students who are interested in
comics
62. MARKETING MIX
Event
2. Campus Events
• Sponsor some comic-related events/competitions
and provide discount coupons to the elitists/
winners of the events/competitions
•Exhibitions of certain works of our artists
•Road show of designing some simple comic
image for the students in order to attract them to
join the website
63. MARKETING MIX
Sales Promotion
• Buy 10 pages to get one free sideline product
1. Buy 10 get 1
free
2. Discount
• Share the website link with your friends to get a 95% discount when buying
your first comic booklet
• Special package on festivals such as the Valentine’s Day, the Mother’s Day,
Christmas ect.
64. MARKETING MIX
Customer Relationship Management
Man Hua Li Club
• Customers who buy products worth over 500 yuan will get an invitation to join
the Man Hua Li Club, the VIP club in Man Hua Li website
• Members in the Comic World can enjoy special services: 80% discount, fast
ordering of the special cartoonists, comic birthday cards or other sideline
birthday gift, chances to meet the beloved comic stars
65. MARKETING MIX
Public Relations
• Provide some free paining books for the poor children in rural areas
• Organize regular voluntary teaching among our cartoonists or call upon the public,
to provide the rural kids with a chance to learn painting, as well as a chance to
change his or her life
Rural kids care
67. CONCLUSION
Originality
• First website in China to provide personal comics story
customization
Viability
• Creditable market researches reveal huge potential demands
• Innovative team with detailed plans
• Sufficient fund and government policy support
Consumer insight
• Suitable products that catch the certain human needs and unsatisfied
demands
• Attractive marketing approaches that understand the audiences’
characteristics and interests
68. CONCLUSION
Profit potential
Marketing & promotion ideas
• Profitable business model and increasing profit source
• Make full use of limited budget to maximize the market reach and
increase sales
• Comprehensive online and offline promotion to develop new
customers
• Excellent customer experience to maintain previous customers
69. CONCLUSION
Scalability
Entry barrier
• Easy to spread with website and apps
• Clear strategy and plan to develop market from key cities to the
whole nation
• Rise entry barrier through building influential platform that appeals
to talent cartoonists
• Rise entry barrier through providing the best customer experience
journey
Editor's Notes
huawo.net claimed itself as the biggest custom comic website in China.
