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| 研究生： |
馬戴維 Puthanangady, Martin David |
|---|---|
| 論文名稱： |
Kommunigate: 展示與銷售之可能方案 Kommunigate – Presentation and Sales Enabling Solution |
| 指導教授： |
何富年
Ho, Foo Nin |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 30 |
| 中文關鍵詞： | 銷售 、行銷 、軟體即服務 、自動化 、呈現 |
| 外文關鍵詞： | sales, marketing, SaaS, automation, presenter |
| 相關次數： | 點閱：163 下載：0 |
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The marketing automation tools that are primarily web-based are a rapidly growing sector today. The competition in web-based platform offering a presentation tool and a repository of marketing collaterals with analytics to track the sales performance is currently limited. Tapping into this opportunity, owners of ideakitchen, the parent company that is primarily a hybrid communication design and strategy firm based in India, is launching a new web-based product called Kommunigate to enable the sales process.
Launching the new product, as part of an existing company will allow the startup to initiate its operations with several sunk costs that will reduce the initial investment required to launch the service. Synergies between the existing design and marketing strategy services and the new presentation and storing web application will allow each individual business to leverage costs and increase profits.
The financial analysis, which includes the expansion plan, proves the project to be profitable and desirable under its assumptions, based on the initial investment scheme.
1. Company overview 1
1.1. Mission 1
1.2. Vision 1
1.3. Objectives 1
1.4. Key success factors 1
1.5. Background 2
1.6. Brand and product overview 4
1.6.1. Logo 4
1.7. Company ownership 4
2. Business model 7
2.1. Value proposition 7
2.2. Customer segments 7
2.3. Channels 7
2.4. Customer Relationships 8
2.5. Revenue Streams 9
2.6. Key Partners 9
2.7. Key Activities 10
2.8. Key Resources 11
2.9. Cost Structure 11
3. Marketing Strategy 13
3.1. Product 13
3.1.1. Kommunigate Basic version 13
3.1.2. Kommunigate Enterprise version 14
3.2. Pricing 14
3.3. Placement 14
3.4. Promotion 15
3.4.1. Prelaunch 15
3.4.2. Digital Marketing 15
3.4.3. Email Marketing 16
4. Strategic Plan 17
4.1. External Analysis (Opportunities and Threats) 17
4.1.1. Competitor Analysis 17
4.1.2. Porter’s Five Force Analysis 19
4.2. Internal Analysis (Competencies and Competitive Analysis) 22
4.3. SWOT Map 23
4.4. Business Level Strategy 24
5. Financial Plan 26
5.1. Startup Financial Needs 26
5.2. Projected Starting Balance Sheet 26
5.3. Projected Profit And Loss Statement 27
5.4. Projected Cash Flow 28
5.5. Profitability Analysis 29
5.5.1. Financing 29
5.5.2. Breakeven Analysis 29
6. Conclusion 30
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