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Lessons Learned at Compumat: Math that can`t add

Lessons Learned at Compumat: Math that can`t add

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A group assignment for Innovation class discussion. Please share your knowledge and rate it.
A group assignment for Innovation class discussion. Please share your knowledge and rate it.

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Categories:Business/Law
Published by: Fez Research Laboratory on Mar 11, 2013
Copyright:Attribution Non-commercial

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01/10/2014

 
MM 5011Knowledge Management and InnovationGroup AssignmentCompumat: Math That Can`t AddSyndicate 2 X.46 (Great Leaders Syndicate)29111311 Haidir Afesina29111328 Hendra Winata29111329 Mita Listyatri29111338 Andek Prabowo29111344 Aprian Eka Rahadi29111384 Chairunnisa Mirhelina29111387 Franciscus Xaverius Kresna P29111393 Agung Indri PramantyoMASTER OF BUSINESS ADMINISTRATIONSCHOOL OF BUSINESS AND MANAGEMENTINSTITUT TEKNOLOGI BANDUNG2012
 
 1
Background
María Victoria Marshall, founder of Compumat S.A, developed math learning software calledE-mat. The software is using entertainment to engage students in a virtual learningcommunity to practice their skills. The number of school (private and public) is nearly 11.000in Chile with their 1.9 million students are becoming the potential market. The software wasfirst sold in 2006, by June 2009 nearly 13.000 students in 85 schools in Chile were using it.
Objective
To help Chilean students between 8 and 14 years old to learn math on line at their own speedto improve their performance
Problem
 
The company has not reached the breakeven point after five years of commercialoperation with the challenge in Cultural barriers in adoption new educational softwareand teaching methodologies are imposed by teachers who:
o
 
Recent external services
o
 
Afraid of new technologies and innovatiove teaching methods
o
 
Unwilling to adopt change in their teaching methods
Lesson Learned
1.
 
Change the way students study math is needed in order for Chili to develop.
 
Innovation in entrepreneurship is about a change to make meaning as anopportunity helping lots of people, doing what is right and paying back society toimprove the quality of life (Bessant and Tidd, 2011).2.
 
Marshall has doubts about where to focus in terms of profitability and competitiveadvantage.
 
Good positioning targeted the intended customer as it communicated the messageof the product ability to solve the problem and differentiate it (Kawasaki, 2004).3.
 
Compumat has not yet developed appropriate distribution channels for its software, norhas it advertised its products.
 
Partnership should benefit and enhance both parties, only if it specifies what eachpartners do and when (Kawasaki, 2004).4.
 
Marshall estimated that three to four visits and meetings are needed before a school signsannual contract.
 
“Mass” markets and “niche” markets require different approaches, while
 
 2
“segmented” customer bases share similarities, but their needs vary slightly(Osterwalder and Pigneur, 2010).5.
 
The size of the business was not consistent with the size of the operations and sales team.
 
Define a clear business model is needed to describe how company works(Osterwalder and Pigneur, 2010).
Recommendation
1.
 
Business Model
 
“Long Tail” Business ModelIt provides for the sale of a wide variety of personalized products to a mass marketof small-quantity buyers.2.
 
Business Strategya)
 
Marketing
 
Gained a certification from the central government also have it patented.E-mat will find it easier to be considered part of the educational budget in amunicipality once it authorized also gain trust from public and investor.
 
Computer human interaction concept.The software must design computer human interaction concept not only in studentperspective but also in teacher and parents perspective. E-mat software mustdesign in simple way so the teachers and parents feel comfort and will feel thatusing the software is very easy. Standard of Human computer interaction mustbased on novice teachers (as user) with no experience in whatever softwarebefore. So, the teacher will feel that with Compumat, their job to teach math tostudent (for their children if using by parents) become easier and successfull thanbefore. Compumat also must provide free pre-training before the teachers orparents use the software at class or in home. If needed, Compumat can buildcommunity of math teachers and students to help them in develop and improve thesoftware. This condition will make the teacher or parents as partner and marketingagent indirectly for Compumat products in their school or community.

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