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Book Swap

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Yao Zhao

on 1 May 2013

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Transcript of Book Swap

Foundation Pricing Strategy Promotion Implementation Product SWOT Book Swap BOOK SWAP WHAT IS IT? Book Swap Simply A “green” web service

For students by students

Cheaper than Competitors

Simple Interactive App Cost Comparison Web Hosting Inventory costs

Domain Renewal Warehouse/Storage

SSL Certification Packing Material

Merchant account Payroll Expenses

Internet fees Cost of Capital Book Swap Top Competitors Competitive Pricing How Much Do We Charge You Ask? Book Swap charges a flat 10% listing fee

Listing fee is for security purposes to protect buyers
Amazon charges a 15% fee for a successful sale

EBay charges commissions AND listing fee Our website produces very little cost

low differentiation in book selling industry

excess capacity of supply of books Strengths Committed Long term Owners

Flat Organizational structure to make quick decisions

Website infastructure in place

Low cost to maintain and enhance site

Focused market Weaknesses No Brand reputation or recognition

Small Customer Base

Only receive a percentage of sale

Lack of strong sale/marketing expertise Opportunities Expansion to other colleges

New Technology allows us to offer better service for a better price

Cost of marketing is less

Market Segments is poised for rapid growth

Potential to diversify and connect through social medias Threats Online book company’s like Amazon that sell used books for an already low price.

Individual students selling their old text book books to other students in school.

Taxation can be introduced on our product

EBay and other online auction sites have traders selling similar products

New potential entrants into our niche market Promotions Offline promotions

Target (CUNY) campuses

Company car painted in bright eye catching colors driving around all (CUNY) schools advertising the company

Posters using 100 percent recycled paper advertising our web site and service in and around city universities

Recycling pins donated to all (CUNY) schools advertising our company and promoting recycling

A meet and greet table at all main (CUNY) events

All advertisements offer sweep stakes like prices and gifts to anyone that logs onto our site. Online promotions

Send out well-planned, emails to a target list of potential (CUNY) students and offer a credit towards the purchase of our service.

Use social media by staying active in online (CUNY) discussion groups and passively include our URL

Present Youtube videos that explain the service

Use FaceBook to interact with our customers

Use Twitter to send out promotional messages Pricing Pricing Strategy
Low Price

Discourage competitive entry and
help build volume
May not recover cost Product Life Cycle Slow and Steady "How long should it take before a startup becomes profitable? Maybe six months?
For Jeff Bezos and Amazon.com, it took over six years."

Reinvesting In The Company

Brand Awareness

Customer Perception perceived attributes and benefits What if's? -15 Business Lessons from Amazon’s Jeff Bezos- Nick Stagnant Market

Expand to other colleges

Expand to a larger array of eduction levels

Technology sectors Reorganizing the Company Leader of Market

Increase or lowering of prices

Expansion Core Benefit of the Product Core Product:
A first class service where customers can trade and sell items for a fraction of the competitors' cost Actual Product Our formal product are the actual perceived characteristics of the service are: working with a trusted and verifiable service by students to students. Augmented Product End Benefit of our Customers

Loyalty Program

Customer Service

Rating System Marketing Implementation "Marketing Implementation is the process that turns Marketing plans into action" Our Marketing Campaign and Implementation will consist of:
Eco-Friendly Campaigns

Large signs rather than loose paper advertisements

Advertisements through School system

Technology based Advertisements Implementation: Costs Finding an investor
"Tom Alberg from the Madrona Venture Group was impressed enough to invest $100,000 in Amazon in 1995" Kick Starter: (Public Funding)

Bank Financing The W's The implementation phase involves assignments addressing the who, where, when and how of reaching the goals and objectives of a business. Who: College Students

Where: School Campuses, The Internet, Social Media

When: Throughout the school week

How: Through various marketing promotions, this includes but not limited to; online ad's, billboards, cars and orientations in colleges. The biggest problem is awareness, through various promotions we hope to increase our brand awareness. Target Market and Positioning Target Marketing CUNY Students
Focus on Baruch College and similar colleges in the beginning.


Students who post selling info on wall

Students who hope to save money on textbooks

Freshman Positioning 1. More efficiency way to post sales
2. On campus trading
3. Faster and less cost on shipping
4. Saving money on textbooks
5. Secure each of purchasing
6. Being part of the new culture Distribution Strategy Service will be distributed via CUNY system

Book Swap link next to CUNY log-in

Direct promotions to channel member (CUNY)

Entice CUNY to work with us (Book Swap can potentially bring more prospective students

Gaining CUNY's cooperation = success! Push Strategy
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