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| 研究生： |
De Coux Ⅲ John Alex |
|---|---|
| 論文名稱： |
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 |
| 指導教授： | 苑守慈 |
| 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： | 2007 |
| 畢業學年度： | 95 |
| 語文別： | 英文 |
| 論文頁數： | 97 |
| 中文關鍵詞： | 創新家 、主動與創新 |
| 外文關鍵詞： | Business Plan, Network-Based Language |
| 相關次數： | 點閱：171 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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
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