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研究生： 車培凱
Karmegam, Prakash
論文名稱： 智慧型跑者商業企劃書
A BUSINESS PLAN FOR SMART RUNNERS
指導教授： 尚孝純
Shang, Shiaw Chun
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： 104
語文別： 英文
論文頁數： 61
中文關鍵詞： 馬拉松賽事 、運動員網絡 、雲端服務 、數位平台 、群眾外包
外文關鍵詞： Marathon Event, Runners network, Cloud Service, ePlatform, Crowd Sourcing
相關次數： 點閱：40  下載：20 
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    • In the modern world, marathon running is taking over the fitness world and studies show that regular running will make people healthier, happier and fit. In India the yearly growth rate of marathon event is more than 150%. As more people gets boarded, the whole running industry is seeing boom and demand arises in all the services associated with these events.
    The evolution of technology and social media makes all the products and services migrate towards digital platform. Services associated with marathon events include race event management, getting connected with runners and clubs, reliable guidance and training techniques for preparing to run 42+ km, expert feedback on running gadgets like GSM watches, shoes, apparels etc. In current market, all these services served through different channels like runners club, Facebook, health magazines, websites for events and many more. Effective way to serve this group is to come up with “SMART Runners” which is exclusive for runners and serve all the needs associated with running events in single platform.
    This digital platform will use the crowd sourcing concepts to create contents that fits the Indian market needs with reliable information. For the event organizers, this platform will also act as a cloud service through which they can reach the runners, communicate and manage their race events effectively. As an investor, the proposal for creating a basic SMART Runners portal has positive NPV of INR 3,940,623 with CAGR of 20%. Though it may not be highly attractive however in short span it will become the leading “Running Portal” in India with approximately two million subscriptions. In the future this customer base can help the company to expand into various running related services and has bright prospects.

    1. Introduction 7
    1.1. Running Events 8
    1.2. Reasons to Run 9
    1.3. Existing Channels 11
    2. Market Opportunity 12
    2.1. Runner’s Needs 12
    2.2. Organizer’s Needs 14
    2.3. Opportunities 15
    3. SMART RUNNERS 16
    3.1. Event Management 17
    3.2. Make New Buddy 17
    3.3. Exclusive Membership 18
    3.4. Diet Doctor 19
    3.5. Running Techniques 19
    3.6. Personal Dashboard 19
    4. Marketing Strategy 21
    4.1. Target Segment 22
    4.2. Empathy Map 23
    4.3. Onboarding Strategy 24
    4.4. Customer Retention Strategy 26
    4.5. Content Creation Strategy 27
    5. Operations 28
    5.1. Demography 28
    5.2. Structure 29
    5.3. Operational Process 32
    5.4. Pricing Process 34
    6. SWOT Analysis 35
    6.1. Strengths 35
    6.2. Opportunity 35
    6.3. Weakness 36
    6.4. Threats 36
    7. Competitor Analysis 37
    7.1. Current Players 37
    7.2. Product Position 39
    7.3. Functional Analysis 40
    8. Business Partners 41
    8.1. I.T Vendor 41
    8.2. RFID Timing Service 41
    8.3. Digital Solutions 42
    8.4. Photographer 42
    8.5. Payment Provider 42
    8.6. Tour Operators 43
    9. Project Timeline 44
    10. Financials 46
    10.1. Fixed Cost 46
    10.2. Variable Cost 47
    10.3. Pro-formo Income Statement 48
    10.4. Cash Flow Statement 50
    10.5. Sensitivity Analysis 50
    11. Risk Analysis 52
    12. Future Road Map 53
    13. Conclusion 56
    Reference 57
    Appendix 58

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    2. About US. (2015). Retrieved from ProCam Running: http://procamrunning.in/
    3. Be Money Aware Blog. (2015, September 28). Retrieved from www.bemoneyaware.com: http://www.bemoneyaware.com/blog/indians-marathon-in-india-is-running-expensive
    4. Calendar . (2015). Retrieved from http://indiarunning.com: http://indiarunning.com/marathon-calendar.html
    5. Conference, S. U. (2015). Trade & Development Report 2015. UNCTAD/TDR/2015. Geneva: United Nations Publication.
    6. Government of India. (2011). Statistics. Retrieved from WWW.Censusindia.gov.in: http://www.censusindia.gov.in/2011census/PCA/PCA_Highlights/pca_highlights_file/India/Chapter-1.pdf
    7. India's online printing superstore. (2013). Retrieved from Printland.in: http://www.printland.in/
    8. Ravi, N. (2014, December 29). Fitness. Retrieved from www.indiatimes.com: http://timesofindia.indiatimes.com/life-style/health-fitness/fitness/6-reasons-to-run-a-marathon/articleshow/42457494.cms
    9. Research: Marathon Performance Across Nations. (2015). Retrieved from http://runrepeat.com: http://runrepeat.com/research-marathon-performance-across-nations
    10. SC Marathon. (2015). Introduction. Retrieved from http://scmm.procamrunning.in/: http://scmm.procamrunning.in/charity/introduction/
    11. Smart Runners HomePage. (n.d.). Retrieved from http://prakashrec.wix.com/smartrunners

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