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MARK 404 Internet Strategy. Belinda Collins, Helen Hynes, Sophie Jackson, Stephanie Kratz & Tina Narsey. CHAMELEON E-STORIES ‘ Changing the face of story-telling’. The need for storytelling. Seminars. Presentations. Digital Storytelling. Photo Boards. Assisted. DIY.

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Mark 404 internet strategy l.jpg

MARK 404Internet Strategy

Belinda Collins, Helen Hynes, Sophie Jackson, Stephanie Kratz & Tina Narsey


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CHAMELEON E-STORIES

‘Changing the face of story-telling’


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The need for storytelling

Seminars

Presentations

Digital Storytelling

Photo Boards

Assisted

DIY

Digital storytelling software

Chameleon e-stories

Storyworks

Product Market Structure


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Strengths

  • Skill and expertise in creative writing through a career in journalism;

  • First mover advantage in the digital storytelling market;

  • Customer-centric- i.e product is tailored to customer needs and wants-their stories;

  • Existing credible business client - WCC;

  • Product range - personal and business e-stories


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Weaknesses

  • Lack of expertise in web development and website design area;

  • Product customisation is a timely process;

  • Lack of human resources (Just Pip -longer production time);

  • Limited financial resources;


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Opportunities

  • The potential market for digital storytelling is large, and mainly untapped;

  • Gain a first mover advantage in the digital story telling market;

  • The medium has a number of applications – can be used in both business and personal lives;

  • Potential to deliver an interactive, user-friendly website with useful information to the potential buyer (competitors do not have this);


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…Opportunities

Technology

  • (2001) 37% of NZ HH had access to the internet- huge market;

  • Computer access has increased over the past decade in NZ;

  • In June 2001, 88% of NZ private-sector enterprises regularly used a computer.

  • 44% were connected to a local intranet

    Socio cultural environment

  • Increased emphasis on ‘quality of life’, and retaining memories for future generations

  • Change in orientation: from affluence oriented to sense/meaning oriented;


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…Opportunities

  • Relationship Marketing – developing digital stories for community-oriented companies e.g. http://www.toyota.co.nz/InsideToyota/jclLlZgnMPqIQ6MDKbi58M/3

  • http://www.anz.com/nz/about/community/ - ANZ’s website

  • http://www.anz.com/nz/about/community/volunteering.asp - ANZ’s volunteering programme illustrating their relationship orientation

  • Importance aspect Pip should look into, especially in the business area.


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Threats

  • TUANZ, shut down - insufficient demand and/or insufficient potential profit to be rendered;

  • Storyworks took over operations - existing direct competitor (retains existing market base);

  • Digital storytelling a relatively unknown medium in the market (easily substitutable);

  • Do-it-yourself (software itself is not a competitive advantage);

  • Widespread limited awareness of the product category;

  • Legal

  • The software itself may be patented, so will require Pip to purchase usage rights


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Competitor Analysis

  • Direct Competitors

  • Storyworks (Wellington)

  • Workshops and consulting - provides know-how, creative leadership and technical support (No Website – or co. phone listing)

  • (e)-vision (Wellington) First Digital Media Centre in NZ combined with TUANZ – high profile

  • Academic base (VUW)/objective: awareness -

  • Promoting development of knowledge and skills

  • Digital service - workshops –hands-on instruction to software programmes and script/storyboard development. Claim as first Digital Media Centre in NZ.


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Competitor Analysis

  • Indirect Competitors

  • Waipuna Conference Centre (Auckland)

  • Workshops for digital storytelling

  • Intermittant, past presenters from overseas

  • Communico (Auckland)

  • Provides various communication services to organisations, video, design, photography, etc

  • Website cluttered, not user-friendly, no focus service

  • Personal storytelling

  • Gaye Sutton - offers workshops in storying-telling using a range of media http://www.tepukeko.co.nz/rev.html;

  • Mary-Alice Arthur – Strongly emphasises storytelling for organisations on her website http://storytelling.org.nz/mary-ali.htm

  • Louise Starkey – learning based.

  • Unlikely to pursue digital (in the short-term)


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Competitor Analysis

  • Conclusions

  • Awareness/interest in digital story-telling is growing.

  • Potential for business digital story-telling, potential for personal digital story-telling.

  • No current user-friendly website devoted purely to digital story-telling in New Zealand – implications for internet as a business strategy and first-mover advantage.


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Threat of New Entrants

Moderate

Bargaining power of Buyers

Moderate

Competitor Rivalry

Low

Bargaining power of Suppliers

Moderate-High

Threat of Substitutes

Moderate-high

Porters 5 Forces


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…Porters 5 Forces

  • Build brand, low competitor rivalry exists, but emerging competitors may enter (potential barrier to entry);

  • Establish demand for professional e-stories, to offset other substitutes;

  • Establish an interactive website – informative;

  • Build relationships and loyalty with particular customers;

  • Create a strong relationship with software supplier (potential barrier to entry);


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Customer Analysis

  • GENERAL PUBLIC

  • Partying Young 20’s

  • - Early adopters (technology savvy);

  • - Heavy internet users;

  • - Not keen on professional services as will try to do themselves or get peers (easy availability to substitues);

  • - Price sensitive as likely to be students or young professionals.

  • Family unit

  • - Will appeal to use services for family-oriented reasons - means of expression;

  • - Made up of at least 2 generations;

  • - Relatively price sensitive;

  • - Passion to store memories of special events (emotive side)eg, children growing up;

  • - Influencers in their own family and others.


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Customer Analysis

  • Tech – inept

  • - Cannot produce anything in the realm of a “Chameleon e-stories” digital story – need professional service;

  • - Technology-expertise is low;

  • - Middle aged (45-65years old)-passion to learn new things;

  • - Not highly price-sensitive


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Customer Analysis

  • CORPORATE BUSINESSES

  • Corporate Employees

  • - A means to present an idea to managers;

  • - Use as a motivational device;

  • Human Resources Manager/Boss

  • - Use to motivate, inspire staff;

  • - Internal positioning/image/ morale boost;

  • - External promotion to shareholders/investors;

  • - A means to communicate company ethos both internally and externally;

  • -Promote positive experiences of staff and clients both internally and externally

  • Company Website creator

  • - External Promotion ie. Staff profiles/ satisfied customers on intranet;

  • - Personalising and giving company a humanistic image;


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Customer Analysis

  • TARGET MARKETS

  • General Public

  • Tech-Inept segment

  • Corporate

  • - Digital storytelling must be marketed primarily to a managerial figure or decision-maker of a medium to large sized company

  • Human Resources Manager/Boss

  • Very profitable once strong relationships are made.


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Mission Statement

  • To assist in the weaving of tradition and technology to reveal, discover and reclaim the stories of individuals, groups and organisations in Wellington and the Greater Wellington area.


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Business Objectives

  • To attain 5% of the storytelling market, within 2 years;

  • Capture at least 80% of the digital storytelling market at the end of the 2 year period;

  • To have copyrighted Pip’s own work by the end of the first year;

  • To have gained use of the software rights before the business begins;

  • The costs of the business set-up and maintenance are kept within budget (+/- 5%) within the first 2 years of set-up (and/or until break-even point).


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… Marketing Objectives

  • Create awareness of ‘Chameleon E-stories’ in 90% of business & consumer markets during the first year;

  • Create interest within 50% of the business market & 20% of the personal market by the end of the 2 year period;

  • Obtain preference over competitors for 50% of the business market & 10% of the personal market, by the end of the 2 year period;

  • Obtain trial among 20% of business market & 5-10% of the personal market within the 2 year period;


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…Marketing Objectives

  • Develop a customer loyal base through re-purchase, in 5% of each target market by the end of the 2 year period;

  • To develop an interactive website by the end of the first 6 months of operations.


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Summary

  • Outlined is the marketing plan for Pip’s Digital Storytelling business to go online for the first 2 years of business:

    • Main strength: highly knowledgeable about digital storytelling;

    • Main weakness: limited financial resources, and lack of brand name

    • Opportunity: first-mover advantage

    • Threat: relatively unknown product form; requires software usage rights

    • Main competitor: Storyworks – although they offer a slightly different service


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…Summary

  • Segmentation analysis: Personal & Business markets:

  • Target market: Personal: Tech-inept;

    Business: HR manager of corporate organisations.

  • Limited by lack of human and financial resources (such as inability to target all potential business & consumer markets as Pip has no employees/lack of resources)

  • Business & marketing objectives - emphasis on developing interest in product category, and developing brand awareness.


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THE END!!!

Any questions?


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