Business plan of starting up a viral web service bridging online video with e-commerce In Chinese market
Name
921176427-MIT.pdf
Description
Full printable version
Size
7.76 MB
Format
Adobe PDF
Checksum (MD5)
c09b45e4c04595ef959f79be33e4c188
Author(s)
Zhang, Zhenning, S.M. Massachusetts Institute of Technology
Advisor(s)
Joost Paul Bonsen.
Date Issued
2015
Publisher
Massachusetts Institute of Technology
Abstract
The proliferation of broadband network and smart portable devices dramatically change the video service consumption behavior of Chinese millennials who are quite different from elder generation. This thesis presents a business plan for launching a new web service VideoTag for them. Based on tablets and smart phones, VideoTag integrates network video playback, social network features for users to share their watching experiences with their friends and e-commerce function for users to access the commodities and services shown in the video. The business plan is composed of the following parts: service introduction, market opportunity, competitor analysis, marketing strategy, operation plan, financial projection and management team. The service introduction chapter delivers a detail description of the service and its business model. The market opportunity chapter introduces social context including demographics, macroeconomics, policies and technical context and key popular technology used in the industry. The competitor analysis chapter introduces several key competitors and analyzes VideoTag's competitive advantage. The marketing strategy chapter introduces how to achieve network effect in this typical multi-sided network scenario through various marketing measures. Operation plan and financial projection for the first three years is also presented.
Description
Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 59-61).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
Terms of Use
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