12008-09-05 Kent Thorén and Matti Kaulio

Group Assignment 3

2010-01-19

22008-09-05 Kent Thorén and Matti Kaulio

Group Assignments

F2F1

F2F2

F2F3

F2F4

F2F5

Introduction Business Environment Adding Value

Service production& Launch

Making it Happened &

Exams

Group assign-ments:

Threat From Substitutes

Beta Learning (a)

Beta Learning (b)

Case-based Examination

Inventory of competencíes

4-actionframework

32008-09-05 Kent Thorén and Matti Kaulio

ContextBetaLearning is a new product area within an established ICT company. The product area – an e-learning package – can be sold to the customers directly, or it could be kept on BetaLearning’s servers (ASP solution). The package is offered as a service, customized for each client, based on a generic platform.  The target customers for BetaLearning are global industrial companies such as: Atlas Copco AB, Volvo Truck AB, ABB AB, with a particular focus on training needs among sales forces and service engineers. Typically those companies use BetaLearning’s E-learning tool for increasing key personnel’s product knowledge when a new product is to be launched. 

Assignment 3 BetaLearning

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ChallengeThe challenge BetaLearning face are to identify the value this product creates for the customers and to establish corresponding price models. As the service is new to the market, no established praxis regarding price models exists, and BetaLearning knows that the initial decision they make will be very hard to change in the future. Your task is to act as a business development consultant for BetaLearning by answering the following questions:• What is the value created for the customer?• What price model/strategy should BetaLearning use in it’s offering?

Assignment 3 BetaLearning, cont.

52008-09-05 Kent Thorén and Matti Kaulio

Final report• The final report should present your

findings (answers to the two questions) including an analysis and argumentation for your findins

• The length of the reports should be 4-5 pages + cover page

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APPENDIXGroup Assignment 3

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Customer Value

Satisfaction of Needs• Customer Value = ------------------------------- Use of Resources (Time, Money, Effort)

05/03/23

82008-09-05 Kent Thorén and Matti Kaulio

Analyzing Customer Value:Problem-Segment-Offering

An identified market (Segment)

The Problem/need customers face

Offering and Revenue Model

05/03/23

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Revenue Models • Producer model• Broker model• Consultancy model• Performance-based model• The TelCom model/combination model (fixed cost +

opening cost + variable cost; opening fee + downloaded data)

• The TechTrade model: Licenciering + royalty• The ”Gilette” model• The ”Drug Dealer” model• The ”Gore-Tex model”• The ”Adobe” model• The ”Singer” model• Internet Advertisment model• The Construction Industry model

05/03/23

102008-09-05 Kent Thorén and Matti Kaulio

What is a Product?

- M. Kaulio -