Sse Avapreneur Group11

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For the presentation in Second Life on January 29th.

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  • Sse Avapreneur Group11

    1. 1. THE PHOTOGRAPHY INDUSTRY IN SECOND LIFE An Outside-In Analysis Group 11 Fredric Axelsson, 40095 Chris Gruber, 40087 Marcus Holst, 40105 Eleni Miliou, 40099 !
    2. 2. METHODOLOGY Interview with Buffy Rossini, photographer Websites for model/PR agencies in-world Statistics provided by Linden Labs
    3. 3. MONTHLY UNIQUE USERS WITH REPEAT LOGINS (THOUSANDS, 2009) People are more prone to returning 769 770 760 759 752 747 750 750 745 742 732 733 720 695 695 677 670 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: https://blogs.secondlife.com/community/features/blog/2010/01/19/2009-end-of-year-second-life-economy-wrap- up-including-q4-economy-in-detail
    4. 4. VALUE OF TOTAL USER-TO-USER TRANSACTIONS (MILLIONS OF USD, 2009) Users exchange more and more money 150 153 160 144 120 120 80 40 0 Q1 Q2 Q3 Q4 2009 2008 Source: https://blogs.secondlife.com/community/features/blog/2010/01/19/2009-end-of-year-second-life-economy-wrap- up-including-q4-economy-in-detail
    5. 5. ”FASHION IS A HIGHLY COMPETITIVE MARKET, THAT’S WHY WE HAVE ASPIRING MODELS, SUPERMODELS AND ALL LEVELS OF DESIGNERS AS OUR PRIMARY CLIENTS. THEY’RE ALL LOOKING FOR AN AGENCY THAT WILL HELP THEM CREATE A UNIQUE IDENTITY AND SPREAD THE WORD ABOUT THEIR LATEST NEWS, THEIR FUTURE PROJECTS, ETC.” Patty Cortes founder & CEO of GLANCE International Agency Source: http://www.slentre.com/slentrepreneur-profile-patty- cortes-creator-of-glance-international-agency/
    6. 6. THE INDUSTRY • Search results for ”photographer”: 3,580 • Search results for ”photography”: 12,600
    7. 7. THREE STRATEGIC GROUPS Agencies • Provide many Niched Happy different services experts Amateurs • Modeling school, • Specialize in one • Do it as a hobby headshots, styling, specific type of agent for models photography • Mostly in it for the fun of it as well as • Create events, for making a name • Weddings, doing PR and couples, fashion for themselves advertisment for companies
    8. 8. OUR CHOSEN GROUP: THE HAPPY AMATEURS
    9. 9. POWER OF SUPPLIERS: LOW • Almost nothing needed to run operations; primary concern is to find a realtor • Risk minimized if property is on mainland • Several suppliers of equipment
    10. 10. POWER OF BUYERS: HIGH • Many photographers available • No switching or search costs • Price sensitive, suspicious buyers
    11. 11. THREAT OF SUBSTITUTES: HIGH • Substitutes here defined as DIY photos and styling • Many how-to guides available
    12. 12. BARRIERS TO ENTRY: LOW • Studios can be set up cheaply, or are not even needed • Many how-to guides available • However, reputation plays a part
    13. 13. RIVALRY: HIGH • Many actors, due to low entry and maintenance costs • There are profits to be made
    14. 14. MOBILITY BARRIERS FOR BUFFY • Will need to spend more time dedicated to her business • Willneed to work hard for referrals and good reputation, as well as spend money on marketing • Will need to hire people and get scripts in order to be a competitive agency, as well as handling all administration that comes with it • Willneed to develop or purchase specific scripts in order to be a niche expert
    15. 15. FUTURE OUTLOOK FOR BUFFY • As mobility barriers are high, expanding into an agency will be hard • Niche expert slightly more accessible, but still hard to accomplish • Forming price collaborations or other alliances with other amateurs is not possible, since there are practically no barriers to entry • If an amateur wants to move to another strategic group, we suggest getting a job at an agency, as it will develop skills and allow for network building and increased reputation. • Learn the ropes, then start your own agency
    16. 16. THANK YOU!

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