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[Business Communication]
[Company Name]
Yang Wing Kit SID: 09637760GLi Ah Hung SID: 10604301GYuan Feng SID: 10631120G
ALICE DATING MART
adMart
愛麗絲婚戀交友市場
To achieve our presentation objective, we are going to have the following approaches:
Part II What is the current environment? What kind of Competition we will facing? What is our STP
Part I What is WWW ( Whole Life Well-Being Watch) ? How can we apply WWW into our Company ?
Part IV What is the adMart Marketing Strategies, and What is the key factors for our business to success, as well as the business model of adMart ?
Environment Analysis, SWOT Analysis
adMart Segmentation, Positioning, and Targeting. (Kit)
Marketing Strategies, Business Model and Conclusion(Frankie)
adMart’s Mission, Objective, Value Proposition. Company Description as well as the Key partner and key resources (Ocean)
Our Presentation Outline
SWOTSTP
KITOCEAN
FRANKIE
Mission Statement Get “the right second half” in your life
thru our Alice Dating Mart (adMart)
OCEAN
Objective To provide online and offline dating service for
those single individual, so they can match with the right other half to create a personality matched romance relationship is the ultimate goal of adMart
OCEAN
Company Description adMart is a new company that will provide
high quality romance matching services to its clients after performing a survey of WWW regarding psychological, physiological and financial aspect.
OCEAN
Business Concept In addition to traditional dating service,
adMart is offering a platform which you and your dating object have a better understanding on each other’s personality and life well being type thru our questionnaire.
OCEAN
What is WWW Whole Life Well-Being Watch
Well-Being Index Personal Profile
OCEAN
What is WWW
•Psychological:• Stress• Life Strategy
•Physical• Health• Lifestyle
•Financial• Income inflow• Income
outflow
Different eyes, face, mouth symbols will represent poor, neutral and good psychological, physical and financial well-being level.
OCEAN
Business Concept With the combination of eyes, face and mouth
symbols, the system will generate a completed simple face icon which can differentiate 27 types of whole life well being.
OCEAN
Business Concept So when the customer reviews the dating
target’s information before they chosen to participate in the dating even with the targets, they can tell the object’s life well being type by simply looking at their face icon.
Other than the factual background identity, customer can also consider if object’s well being type fits which his/her ideal individual.
OCEAN
Business Concept In order to honor our company mission
statement, we will also recruit a in-house psychologist to provide profession comment summary for each of 27 types of whole life well being face icon free of charges.
OCEAN
Business Concept adMart will provide life improvement
consultation service which will focus on their psychological, financial and physical life well being element as an added value service. Because sometimes people don’t know what they want.
OCEAN
Value Proposition As we can see the unmatched singles are
showing increasing trend in the coming decades. Therefore there are needs for the groups of unmatched signal to look for suitable romance relationship partner thru alternative route, which is not only providing factual background information, such as income and age.
By providing a simple whole life well-being face icon, customer can easily distinguish the life well-being type of their favorite candidates in terms of financially, psychological and physiologically. So we are foreseeing a high business potential for these social segment.
Key Partners
Psychological consultant-Offer metal health consultation and suggestion
Dietetic consultant-Provide professional dietetic consultation
Partnership with ATV “Tart Chat” program to introduce our male/female customers to participate in the public dating match.
OCEAN
Target customer can reach thru social media thru Twitter, Facebook, and Sina mini-blogs etc. as well as the search engine Google and Yahoo.
OCEAN
Key Resources
Environment AnalysisKIT
Environment Analysis
Political
Economic
Socio-Cultural
Technological
Environment Analysis Political Environment
Amended the Marriage Ordinance in 2006 Celebrated before a civil celebrant at any time and
place Simplifies the marriage process and encourages
the lover to marry Increase from round 43000 in 2005 to round
58000 in 2011 Economic Environment
High inflation rate (5.3% in 2011) Long working time Earn for their life
KIT
Environment Analysis Socio-cultural
Environment High social pressure form family
and friends Arrange a dating for you or
push you to join the speed dating.
Technological Environment Internet Penetration Rate very
high. 87% in 2011 Social networking system like
facebook and mini-blogs are widely use
KIT
SWOT ANALYSIS:KIT
INTERNAL
STRENGTH WEAKNESS
Advanced Technologies
Uniqueness Service
High Security
Limited Budget
Limited Human Resource
EXTERNAL
OPPORTUNITIES THREAT
Rising the Demand on
Matching service
Low entrant barriers
Intense Competition
Other social networking
websites
SWOT ANALYSIS: Strength Advanced Technologies
provides the high quality romance online platform for matching service,
provide a iPhone apps for their matching Uniqueness Service
offer online matching service in terms of the three whole life well-being elements: psychological, physiological and financial
generate a completed simple face icon which can differentiate 27 types of whole life well being
provide professional consultation service to improve their well-being according to the result.
High Security concern privacy issue provide high security website and never sell these data to
others
KIT
SWOT ANALYSIS: Weakness Limited budget and human resource
start-up company with limited budget no huge investment at the early stage lack of professional team to handle daily business
such as administrative work.
KIT
SWOT ANALYSIS: Opportunity Rising the demand on matching service
High education level
Financial independence
Long working time
Make new friends**Increasing demand
on speed dating market
Senior position +Higher expectation+
Less opportunities to meet their partners
Senior position +No opportunities to make
new friends in other industries e.g. Nurses, Teachers, Researchers
Female group Professionals
Trends
Gender imbalancein HK
Sex Ratio
2011 87
2039 804
Female marketincreasing
23
KIT
SWOT ANALYSIS: Threat Low entrant barriers
No any specific competitive advantages and high investment Low entry barriers attract to provide similar service Face high competition in the future
Intense Competition Shiji Jiayuan (market leader in china). established by Ms Gong Haiyan. 40.2 million registered users in 2011. 882000 paying members 25.4 million revenues in 2010. J ponsor the top Chinese dating shows “Fei Cheng Wu Rao” on television
Other social networking web sites A social networking web site like QQ a casual environment for meeting people through the internet not have to fill out a lengthy questionnaire receive advertisement revenue and do not charge a subscription .
KIT
Market Segmentation Geographic
District that facing gender imbalance problem in Asian Pacific where is developed country or district
Demographic Age: aged between 25 and 39 years old single
men A aged between 20 and 34 years old
single women Life Cycle: working people Income Money: more than $20000 per month Social Class: university-educated, urban
professional, white-collar
KITKIT
Market Segmentation Psychological
Interests: internet surfing Lifestyle: busy, social network is narrow Response to product / service: consumers are
not price-sensitive Attitude towards environment: relax and
comfortable Behavioral
spend more time on internet like using social media to share with others
( Facebook, Twitter and Blogs)
KIT
Market Targeting District : Hong Kong
face serious gender imbalance problem in Asian Pacific.
the sex ratio is 876 males per 1000 females in 2011.
27.3% of Hong Kong population has earned more than HK $20000
KIT
Market Targeting People
aged between 25 and 39 years old single men AND
aged between 20 and 34 years old single women
While-collar people who interest in internet surfing and sharing in social media
KIT
Male Females
31.1
28.8
HK Median Age at First Marriage
2001年 2011年35.00%
40.00%
45.00%
50.00%
Male Unmarriage Rate
2001年 2011年30%32%34%36%38%40%
Female Unmarriage Rate
Positioning Service Differentiation
offer a high quality romance online matching service in terms of the three whole life well-being elements psychological, physiological and financial
provide health consultation from our partners when below your ideal well-being type
provide professional consultation service to let you know exactly what you want
generate a completed simple face icon which can differentiate 27 types of whole life well being
KIT
Positioning Channel Differentiation
provides on-line matching service provide online consultation service organize the speed dating activities for the
different types of whole life well being.
KIT
Marketing Strategies—7PsFRANKIE
Marketing Strategies--Product/PlaceFRANKIE
Marketing Strategies—Product/PlaceFRANKIE
Marketing Strategies—Product/PlaceFRANKIE
76.3% Mobile Connectivity rate
Match Marketing Go Mobile
Marketing Strategies--PriceFRANKIE
VIP Membership: Check who visited
my personal website The “sent SMS” will
placing on top of the mailbox
Tailor-Make personal homepage design
Large Storage for placing more pics
Offer Consultation service to make you more understanding yourself
Marketing StrategiesFRANKIE
Your Message
Always on Top of the Mailbox
Tailor-Make your
Personal Homepages
Marketing Strategies--PricingFRANKIE
Marketing Strategies--Promotion Promotion Channel: Search Engine
Local Discuss Forum and Facebook
FRANKIE
Marketing Strategies--PromotionFRANKIE
Marketing Strategies--ProcessFRANKIE
Marketing Strategies--ProcessFRANKIE
Marketing Strategies--People Technician for the Website Design R&D Professionalism
Customer Relationship Management Consulting Professionalism
FRANKIE
Marketing Strategies—Physical Evidence
Business ModelFRANKIE
HOW CAN WE SURVIVE?
Successful CasesFRANKIE
Stock Up 8x in 5 yrs
Successful CasesFRANKIE
Stock Up10x in 5 yrs
700 million active users
Financial Highlights of Facebook FRANKIE
Facebook Profit MarginFRANKIE
X2X6X10X40
Facebook Profit BreakdownFRANKIE
Advertisting; 90%
User ; 10%
845 million active user in 2011
Business ModelFRANKIE
Membership Service
• Online• VIP Service
Special Events
• Offline• Event• Organize
Advertising• Online Ads• Widgets
Cost
Advertising/
Promotion
R&D
Consulting
Technician
Website Maintenan
ces
Mgt CostLose Leadership
Cost Breakdown
Marketing/Promo-tion Cost; 60%
Cus-tomer Rela-
tionship ; 8%
Consult-ing ; 8%
Tech-nician ;
3%
Website Mainte-nance Cost; 5%
R&D Cost; 7%
Management Cost; 10%
FRANKIE
Conclusion
APPLE
Alice Wonderland. It is hard for small investment to reach large market share. But with the filing IPO of Facebook, it’s a new milestone for IT industry. With
the right direction and great effort,
Alice Wonderland: But Dreams Do Come True!
Platform: Excellent Online Service, No Charge
People: Key Factors in Our Business Model
Liability: Security & Responsible for your Data
Easy to Use; Efficiency; Economical
FRANKIE
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