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Transcript of Book Swap
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
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
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
Rating System Marketing Implementation "Marketing Implementation is the process that turns Marketing plans into action" Our Marketing Campaign and Implementation will consist of:
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