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| Title: | 創新家的主動與創新:從NetSpeak!個案談起
Business Plan for a Network-Based Language Exchange Service Company |
| Authors: | De Coux Ⅲ John Alex |
| Contributors: | 苑守慈
De Coux Ⅲ John Alex |
| Keywords: | 創新家
主動與創新
Business Plan
Network-Based Language |
| Date: | 2006 |
| Issue Date: | 2009-09-14 09:46:59 (UTC+8) |
| Abstract: | An increased popularity in the learning of foreign languages has led to a rise in
demand for language exchanges1. However, students learning foreign languages in
their home countries often lack sufficient after-class opportunities to practice their
newly acquired skills with native speakers. Language schools offer practice
opportunities, but these are often limited, leaving students to seek out language
exchange partners on their own, or do without the additional practice.
Related to this situation and to this body of work are modern advancements in
information technology (IT). Advancements in IT have made the exchange of
information across networked platforms affordable and readily accessible to many.
People use computers, mobile phones, personal communication devices and newer
technologies like Skype phones and instant messenger programs to share data and
voice almost anytime and anywhere. These developments, together with the needs
foreign language students have for greater chances to practice, create opportunities for
firms with the right assets and competencies to serve and prosper.
The following business plan explores elements of a concept firm designed to fill
unmet needs of language learners. Called NetSpeak!, the firm would leverage the
power of IT to create systems that would enable people to practice newly acquired
language skills with native speakers located in other parts the world via personal
digital assistants (PDAs), personal computers, telephones and networked
infrastructure. Thus, NetSpeak!’s principal business activity would be that of making
1 A language exchange is an informal meeting between people (usually two) of different tongues for the
purpose of taking turns practicing and coaching language skill development.
network-based language exchanges a viable alternative to face-to-face language
exchanges.
To estimate market attractiveness for such a venture, this body of work first describes
elements of the firm and its business strategies, and then presents analyses of
customers, markets, competition, as well as the overall general environment that such
a firm would compete in. It was found that in a new market—one defined by the
unique attributes of network-based language exchange services—where barriers to
entry/exit are low, relatively low startup capitalization would lead to a large number
of rival participants rendering an unattractive market. However, it was also found that
for a first-mover, one that could successfully establish significant barriers to entry, the
market attractiveness would be high.
Table of Contents
Abstract_____________________________________________________________ii
Acknowledgments____________________________________________________ iv
Table of Contents _____________________________________________________ v
I. Vision and Mission _______________________________________________1
Vision Statement ________________________________________________________ 2
Mission Statement _______________________________________________________ 2
II. General Business Description _____________________________________4
A. Company Name and Location _________________________________________ 5
B. Type of Company ___________________________________________________ 5
C. General Business Description__________________________________________ 5
1. Unmet Needs ____________________________________________________________5
2. The Opportunity __________________________________________________________6
3. NetSpeak!`s Mission_______________________________________________________6
4. Basic Nature and Activity of NetSpeak! _______________________________________6
D. Business Strategy____________________________________________________ 6
1. Product Attributes/Functional benefits_________________________________________7
2. Target Segment Focus _____________________________________________________8
3. Breadth of Product Line ____________________________________________________8
4. Global Scope ____________________________________________________________8
E. Company Goal ______________________________________________________ 9
F. Business Models_____________________________________________________ 9
1. Use of Multiple Models ____________________________________________________9
2. Benefits of Selected Models________________________________________________10
G. Revenue Models____________________________________________________ 10
H. Key Success/Failure Variables ________________________________________ 10
1. Speed of Growth_________________________________________________________10
2. Gaining Teacher Support __________________________________________________10
I. Culture ___________________________________________________________ 11
III. Services______________________________________________________12
A. General Service Description __________________________________________ 13
1. Functions and Features Providing Competitive Advantage ________________________14
2. Augmenting e-Services ___________________________________________________15
B. Customer Benefits: Why People Would Buy ____________________________ 16
C. Dangers of Technical or Style Obsolescence _____________________________ 16
D. Available Legal Protection; Patents, Copyrights _________________________ 17
1. Patents ________________________________________________________________17
2. Trademarks/Copyrights ___________________________________________________17
IV. Marketing Plan _______________________________________________18
A. Market Analysis____________________________________________________ 19
1. Customer Analysis _______________________________________________________20
2. Reference Market Analysis ________________________________________________22
3. New Market Analysis_____________________________________________________27
4. Competitor Analysis______________________________________________________35
5. Competitive Position _____________________________________________________40
6. Environmental Analysis ___________________________________________________44
B. Marketing Strategy _________________________________________________ 47
1. Marketing Philosophy ____________________________________________________48
2. Business Strategy ________________________________________________________48
3. Strategic Positioning______________________________________________________51
4. Marketing Goal and Objectives _____________________________________________53
5. Value Propositions _______________________________________________________55
6. Functional Strategies and Programs: _________________________________________55
7. Important Success/Failure Factors ___________________________________________60
8. Generating Multiple Revenue streams ________________________________________60
C. Marketing Plan Summary ___________________________________________ 61
1. Customer Analysis _______________________________________________________61
2. Competitor Analysis______________________________________________________62
3. New Market Analysis_____________________________________________________63
4. Environmental Analysis ___________________________________________________65
5. Internal Analysis_________________________________________________________66
V. Operating Plan __________________________________________________67
A. Primary Activities __________________________________________________ 68
1. Creating and Delivering Network-Based Language Exchanges_____________________68
2. Augmenting e-Services ___________________________________________________74
3. Communicating and Delivering Services to Customers ___________________________75
B. Support Activities __________________________________________________ 75
1. General Business Administration and Human Resource Management _______________75
2. IT Infrastructure _________________________________________________________76
VI. Financial Plan ________________________________________________77
5 years Pro forma Financial Projections ____________________________________ 78
Income Statement_____________________________________________________________78
Balance Sheet________________________________________________________________80
Cash Flow Statement __________________________________________________________82
Scenario Pro Forma Projections___________________________________________ 84
Pessimistic __________________________________________________________________84
Optimistic___________________________________________________________________86
References _________________________________________________________87
Appendix A1: Twelve-Month Pro Forma Cash Flow Statements for First Five
Years ______________________________________________________________88
Appendix A2: Student Survey Form (English Version)______________________93
Appendix A3: Teacher Survey Form (English Version) _____________________95
Appendix A4: Parent Survey Form (English Version)_______________________96 |
| Reference: | Aaker D. A., 2005, Strategic Market Management, 7th edn, John Wiley & Sons, Inc.,
Hoboken, New Jersey
Antle R., Garstka S., 2004, Financial Accounting 2nd edn., Thomson Southwestern,
Manson, Ohio
Directorate General of Budget, Accounting and Statistics (DGBAS) of Executive
Yuan, Taiwan R.O.C., National Statistics. [Online] Available
http://eng.stat.gov.tw/mp.asp?mp=5
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Yuan, Taiwan R.O.C., Population and Housing. [Online] Available
http://eng.stat.gov.tw/ct.asp?xItem=6503&CtNode=2202, 2006
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Longenecker J., Moore C., Petty J., 2003, Small Business Management; an
Entrepreneurial Emphasis, 12th edn., Thomson Southwestern, Manson, Ohio
Ministry of Education, Republic of China (Taiwan), National English Reading
Contest and Plan to Incorporate Information Into Senior High and Vocational School:
English teaching achieve remarkable results. [Online] Available
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Osterwalder A., Pigneur Y., An e-Business Model Ontology for Modeling e-Business,
15th Bled Electronic Commerce Conference e-Reality: Constructing the e-Economy,
Bled, Slovenia, June 17 - 19, 2002
Peng M., English-teaching policy sparks storm of controversy, Taiwan Journal
02/27/2004 |
| Description: | 碩士
國立政治大學
國際經營管理碩士班(IMBA)
92933029
95 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0092933029 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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