HAMMERKIT NOKIA WRT ELEMENTS Pasi Saukkonen Andrea Sarvia Christin Kosemund Jari Havukainen.
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Transcript of HAMMERKIT NOKIA WRT ELEMENTS Pasi Saukkonen Andrea Sarvia Christin Kosemund Jari Havukainen.
HAMMERKIT NOKIA WRT ELEMENTS
Pasi Saukkonen
Andrea Sarvia
Christin Kosemund
Jari Havukainen
Our Mission
The first mobile schooling timetable in the mass markets that students can access
everywhere without using the computer.
Strategic Intent
Be the first to offer social and generic mobile schooling application in the Finnish
markets.Key actions:Develop a free demo versionMobile advanced version downloadable
directly from the web against 2€ price Strong mass marketing actions
Business Enviroment - Market
University Students in FinlandTotal aprox. 300 000
168500
121000
14000
University
UAS
Metropolia
The use of mobile devices among young people has grown significantly
Mobile phone’s purposes of use are to grow in the futureYoung people are apt to these changes
Business Enviroment - Market Students with Nokia’s mobile phones Prioritized customers Metropolia students
(14000) Our ambition is to sell the application
students everywhere in Finland International expansion is a choice to
consider as well After all, our application should not be tied
to certain data system or country
MACROENVIRONMETAL CHANGE – Possibilities and Threats
Political Economical SocialTechnologica
lEcologic
OPPORTUNITY
Students as customers and developres states/towns/ institutions iniatives
Our consepts universalityUnlimited global marketsTrend sensitive customers
Lack of centralized schooling ttLess common timetablesMore difficult for students to master their time”One have others want” phenomenon
The future role of the mobile phoneUniversal supportive end-devices (Nokia phones)
People move, data transfers
THREATNo political barries
Confined to NokiaFirst-moverLittle recourcesCustomers paiyng capacity
Students abided by old habitsBig diffusion threshold
Too little supportive end-devices (in Fin.)Reluctance to adapt new tech.
Business Enviroment - Market
Evaluations
In the end of 2013 How many users? 70000
How many buyers? 40000
How much would they pay? 1,99 €
Note: Modest user objectives for the year after launching as the marketing developing actions still in progress
Business Enviroment - Market
Buying behaviour trend:
Free app markets are likely to mature by the year 2013
Advanced app markets are not likely to mature in the near future
It is almost impossible to capture the whole market potential in this segment
COMPETITION ENVIRONMENT - THREATS AND OPPURTUNITIES
CUSTOMERS CURRENT COMPETITORS
POSSIBLENEW
ENTRANTS
SUB-SUPPLIERS
OPPURTUNITY GlobalYoung and adaptiveProne to marketingUniversal needsCheap priceHuge marketChance to sell our app to schools
Low competition intensity (iTable)Not as effective user-experiencesOnly individual applications (no communal features) New things in big org. Do happen slowlyFirst moversCheap price
Current ambition to compete relatively lowHave not yet discovered the potential (the need)Become a leader in this market
Optimal supply chainFrom web directly to customerNo external costsEase of useAds
THREAT StingyUnwilling to payPassive without push (marketing) Student could find our app unuseful before try it
Highly expertised and financedHuge resources
Easy to copy and utilize the existing user base (big Corp.)Aggressive if succesfullBig Corp. Could make a better app and advertise it better
Downloaded from OVI-store Limited to Nokia phones (and certain models)
Project Execution1. Design and build the application website 2. Code the application for mobile3. Comply Market researches4. Evaluate the market’s intrest5. Calculate the revenues, expenses and cash flows6. Evaluate the future net present value7. Attract investors8. Sell application in the web9. Continue developing the application10. Arise advertisers interest as the user basis
expands
Risk Analysis
Risks Actions
Market: Nobody knows anything about our appStudents don't buy our app
Technology / product: Features are too complex Difficult to distribute without OVI-storeCompetence:Difficulties in using HammerKit
Market: Bargain sales / free app for a month/ adsMake the features match the user needsTechnology / product: Have the assistance of HK experts Use mobile business consultantsCompetence:Ask help to HammerKit staff
Key assumptions Fully functional application Value for the money Pleasant user experience Enough visibility and marketing Easy to download (OVI-store as future
option)