Pr

ojectRepor
ton
I
DENTI
FYINGTHECURRENTANDFUTURETARGETMARKETSFOR
PROCESSBEETECHNOLOGI
ESPRI
VATELI
MITED
AND
APREMARKETENTRYSTUDYTORECOMMENDPOSI TI
ONI
NGAND
PRICI
NGSTRATEGYFORSTRATUP,APRODUCTOFPROCESSBEE
TECHNOLOGI
ESPVTLTD.

By
APARNAMI
SHRA
CB.
BU.
P2MBA15015

ARepor
tSubmi
tt
edi
nPar
ti
alFul
fi
lmentoft
her
equi
rement
sof
MBApr
ogr
am,
classof2015-
2017
Amr
it
aSchool
ofBusi
ness

Undert
heGui
danceof

MR.SANDEEPRAMBHATLA DR.DEEPAKGUPTA
FounderandCEO, Pr
ofessor
,
Marketi
ng
ProcessBeeTechnol
ogi
esPv
t.Lt
d. Amr
it
aSchool
of
Business
 DECLARATI
ON

Iherebydeclaret hatt hi
spr oj
ectrepor
ttit
led“ I
dent
ify
ingt hecurr
entandf uturetarget
marketsandpr oduct sf orPr ocessBeeTechnologi
esPv t
.Ltd.andPr eMarketent r
ystudy,
posi
ti
oning and pr icing r ecommendat i
ons f or St
ratUp, a product of ProcessBee
Technol
ogiesPv t.Ltd.”,doneundert heguidanceofDr .DeepakGupt a,Pr
ofessor,Amr i
ta
SchoolofBusiness,Coi mbat oreandMr .SandeepRambhat la,Fouder&CEO,Pr ocessBee
Technol
ogiesPv t
.Lt d.,istheor igi
nalworkdonebymeandhasnotbeensubmi ttedtoany
uni
versi
ty,
inst
it
uteorpubl isheranyt i
mebefore.

APARNAMI
SHRA

AMRI
TASCHOOLOFBUSI
NESS

COI
MBATORE

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 ACKNOWLEDGEMENT

Twomont hsofmySummerI nt
ernshi
phav ebeenacompletelydi
ff
er entlear
ningexperience
anditwaspossiblebecauseoft hehonestandatt i
mest ri
ckyinput sofmyment orMr .
SandeepRambhatl
a,Founder&CEO, ProcessBeeTechnol
ogiesPvtLt d.Iam t
hankfulforhis
const
antmotiv
ati
onandt r
ustinmywor k.

Thisproj
ectwouldbeincompletewithouttheinval
uablyconstr
uctivecr
it
ici
sm, pressur
eand
l
ovef r
om Dr.DeepakGupta,Professor,AmritaSchoolofBusiness.Yourexperti
se,insi
ght
s
and appreciat
ion hav
e helped me pr ogress at every stage of this project
.Your
di
ssati
sfacti
onmot i
vat
edmeandsat i
sfact
ionledmei ndoubt s,atbar
gainbothcamewi t
h
fi
venewl i
nksandIam grat
efulforall
.Thankssirforyoursel
fl
esssuppor t
.

Last
ly,Iwoul
dli
ketot
hanktheentir
eteam ofPr
ocessBeewhi
chaccept
edmeasapar tof
thegroupandhel
pedmewit
hinsightsandknowl
edgewhichwer
ethebuil
dingbl
ocksofmy
proj
ect.

APARNAMI
SHRA

AMRI
TASCHOOLOFBUSI
NESS

COI
MBATORE

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 EXECUTI
VESUMMARY
I
DENTIFYI
NGTHECURRENTANDFUTURETARGETMARKETSFORPROCESSBEE
TECHNOLOGIESPRI
VATELIMI
TEDANDAPREMARKETENTRYSTUDYTORECOMMEND
POSITI
ONINGANDPRICI
NGSTRATEGYFORSTRATUP,
APRODUCTOFPROCESSBEE.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
ProcessBeeisaboot str
apped startup ent
ering anew mar ket(Si
mul ati
on and Ser
ious
Gami ng Market
)wi t
h a new pr oduct( St
ratUp).The company i s enthusi
ast
ic about
propagati
ngtheideaofimmersiv
el earni
nganddev el
opinginnovati
vegamebasedl ear
ning
st
solut
ions.Thecompanyi scloset oBet arel
easeofi t
s1 pr oduct,Strat
Upwhi chisan
Analyti
csAssessmentEnabl
edBusi nessSimulati
onGame.

Thefi
rstpartofmyprojectwastoident
if
ymarketsegmentsfori
tscur
rentpr
oductandal
so
i
denti
fyfut
ureproduct
sandmar ketsegmenti
tmaypr of
it
ablydevel
opandtarget
.Thest
eps
toi
denti
fytheri
ghttar
getsegmentswereasfol
lows:

1.Secondar
yresear
choft
heSi
mul
ati
on/Ser
iousGames/GameBasedMar
ket
.

2.Geographi
cSegmentat
ionoftheMarket
,EndUserbasedSegment
ati
onandPr
oduct
BasedSegmentat
ionofSi
mulati
onbasedLear
ningMarket
.

3.Net
nogr
aphyofCompet
it
orsi
nvar
ioussegment
s.

4.Deci
dingonMet
ri
cst
hatr
epr
esentbar
emi
nimum segmentr
equi
rement
s.

5.Fi
l
ter
ingt
argetmar
ketf
orPr
ocessBeebasedoni
tsscor
eont
hesemet
ri
cs.

Iidenti
fi
ed9t o10met ricsforeachpr oductsegmentandscor edProcessBeeont hese
metri
cs.Basedont hi
sIf oundt woi mmedi atetargetmar ket
sConceptAppl i
cati
on/Cour se
EmbeddedTool ki
tandManagementCompet iti
onsf orEducati
onalsect
orandI nductionand
I
ceBr eakers/Team BuildingKitsf orCorporates.Oni ndepthanalysi
sofv ari
ousr egionsit
wasf oundt hatIndi
awoul dbet hebestr egionf orProcessBeetot ar
getimmedi atelyand
fur
therexpandi nAsiaf orCor porates.A recrui
tmentandLeader shi
pPi pel
ini
ngPr oduct
wouldbet hebestsuitedtodev elopinnearfuture.

Thesecondobj ect
iveoft hepr ojectwast ounderstandconsumerneedsandpr eferences
anddev el
opapositioningStrategyf orSt
ratUp.Asconcludedfr
om thefir
stpartofpr oj
ect
ConceptAppli
cati
onTool ki
t,ManagementCompet i
ti
onsandTeam Buil
dingToolki
tsar ethe
mostnat ur
alfi
tandt hef i
rsttargetsegment .Hence,Itr
iedtoposi
ti
onSt rat
Upint hese3
markets.Thest
epsfollowedf orthiswereasf ol
lows:

1.I
n-Dept
hInt
erv
iewsf
oreachsegment
.

2.Cust
omerPr
ofi
l
ing

3.Compet
it
orAnal
ysi
sandPr
ofi
l
ing.

4.Recommendi
ngPr
oductOf
fer
ingst
osui
tCust
omerPr
ofi
l
e.

5.Recommendi
ngFunct
ional
,Emot
ional
andEconomi
cal
Benef
it
s

6.Recommendi
ngCust
omerVal
uePr
oposi
ti
on

Ifoundfrom myanalysist hatforCorpor

ateSegmentt heCustomerPr of
il
esisawi der ange,
CustomerNeedandPr eferencesarecompl i
catedandv agueandvaryhugelyamongv arious
CustomerPr of
il
essogi v enmyl i
mitedti
meofpr ojectIcouldnotgi vespecifi
cCust omer
ValueProposit
ionbutIwassuccessf ul
lyabletof i
ndCust omerPercepti
onAboutSt ratup
andhav ehencerecommendedFor tune100–For tune500Compani est obet hetar
getand
productshouldbeposi t
ionedasaBusi nessLearningandTeam Ski llDevelopmenf orLow

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
andMi
ddl
eLev
elManager
swi
thOr
gani
zat
ionPol
i
ticsSi
mul
ati
onbei
ngi
tsUSP.

Thethirdobj
ecti
veofmypr ojectwasPri
cingforStr
atUp.IhaveusedCompet i
ti
vePrici
ngf or
theproduct.Hencet hepr ocessinvol
vedNet nogr
aphy,Secondar yResearchandMy stery
Shopping.However,sinceStratUpisanewpr oductinanewmar ketapreciserangecoul d
notbef oundthrought hi
smet hod.Hence,IusedVanWest endorpMethodandConj oint
Pri
ci
ngAnal ysi
sandconcl udedPr i
ceRangesforvar
iousoffer
ings.

TABLEOFCONTENTS

I
NTRODUCTI
ONTOTHEPROJECT 9
1.
1 PROJECTOBJECTI
VES,
SCOPEANDLI
MITATI
ONS 10
1.
2 METHODOLOGY 12
COMPANYPROFI
LE 13
BACKGROUND 15
SI
MULATI
ONANDSERI
OUSGAMI
NGI
NDUSTRY 15
SEGMENTATI
ON&TARGETI
NG 19
4.
1METHODOLOGY 20
4.
2SECONDARYRESEARCHOFSERI
OUSGAMI
NGMARKETSEGMENTATI
ON 21
4.
3PROCESSBEESEGMENTATI
ON–GEOGRAPHI
C 23
4.
3.1NORTHAMERI
CANMARKET 24
4.
3.2EUROPEANMARKET 26
4.
3.3ASI
ANMARKET 27
4.
3.4LI
MITATI
ONSOFGEOGRAPHI
CSEGMENTATI
ON 28
4.
3.5GEOGRAPHI
CALTARGETI
NG 29
4.
4PROCESSBEESEGMENTATI
ON–ENDUSER/BUYER 30
4.
4.1.ENDUSERBASEDSEGMENTATI
ON 30
4.
4.2LI
MITATI
ONSOFENDUSERBASEDSEGMENTATI
ON 32
4.
4.3ENDUSERBASEDTARGETI
NG 32
4.
5PROCESSBEESEGMENTATI
ON–PRODUCTBASED 33
4.
5.1PRODUCTBASEDSEGMENTATI
ON 33
4.
5.2NI
NEI
MPORTANTSEGMENTFEATURES 33
4.
5.3PRODUCTBASEDTARGETI
NG: 42
STRATUPPOSI
TIONI
NG 43
5.
1METHODOLOGYUSED 44
5.
2PRODUCT:
MANAGEMENTCOMPETI
TION 45
5.
2.1COMPETI
TORANALYSI
S: 45

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 5.
2.2POSI
TIONI
NGRECOMMENDATI
ON 47
5.
2.3PRODUCTDI
FFERENTI
ATI
ON 47
5.
2.4SERVI
CEDI
FFERENTI
ATI
ON 47
5.
2.5CUSTOMERPROFI
LING 50
5.
2.6PRODUCTPROFI
LING 51
5.
2.7CUSTOMERVALUEPROPOSI
TION 52
5.
3PRODUCT–CONCEPTAPPLI
CATI
ON/COURSEEMBEDDEDTOOLKI
T 53
5.
3.1COMPETI
TORANALYSI
S 53
5.
3.2POSI
TIONI
NGRECOMMENDATI
ON 57
5.
3.3PRODUCTDI
FFERENTI
ATI
ON 57
5.
3.4CUSTOMERPROFI
LING 58
5.
3.5PRODUCTPROFI
LING 59
5.
3.6CUSTOMERVALUEPROPOSI
TION 60
PRI
CINGFORSTRATUP 62
RECOMMENDATI
ONS 63

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 LI
STOFFI
GURES
Fi
gure1:Met hodol ogyoft hePr oject 12
Fi
gure2:SizeofSer iousGami ngMar ketSegment s( %) 16
Fi
gure3:Global RevenueandGr owt hRat eofSi mul ationbasedandGameBasedLear ni
ng17
Fi
gure4:Global Geogr aphicalRev enueandGr owthRat eofSimulat
ionBasedLearni
ng
Market 17
Fi
gure5:Global BuyerSegmentRev enueandGr owt hRateofGameBasedLear ni
ngMarket
18
Fi
gure6:Met hodol ogyusedf orSegment ationandTar geti
ng 20
Fi
gure7:SGMar ketSegment sasperGaLA2013Repor t 21
Fi
gure8:Lear ningTechnol ogyMar ketSegment at
ionasPerAmbi entInsi
ghtRepor
t2011 22
Fi
gure9:Geogr aphical Segment at i
on,Wor ldMap 23
Fi
gure10:Geogr aphical Segment ati
on: NorthAmer icaMap 24
Fi
gure11:Gr owt hRat esofdi fferentEdugamei nNor thAmerica 25
Fi
gure12:Geogr aphical Segment ati
on,Eur opeMap 26
Fi
gure13:Geogr aphical Segment ati
on,Asi aMap 28
Fi
gure14:EndUserBasedSegment ati
on 30
Fi
gure15:ProductBasedSegment ati
on 33
Fi
gure16:Met hodologyusedf orPosi t
ioning 44
Fi
gure17:Cust omerPr ofi
le 50
Fi
gure18Pr oductOf feringstomat chCust omerPr ofil
e 51
Fi
gure19:Cust omerPr ofi
leforConceptAppl icati
onTool kit 58
Fi
gure20:ProductPr ofil
eforConceptAppl icati
onTool ki
t 59
Fi
gure21:ProductPosi ti
oning 60

LI
STOFTABLES
Tabl
e1:
Ident
if
icati
onofGami ficati
onLevels 36
Tabl
e2:
BasicSegmentRequi rement s 40
Tabl
e3:
ProcessBeeCapabili
ti
es 40
Tabl
e4:
ProcessBeeScore 43
Tabl
e5:
Compet i
torAnal
ysisforManagementCompet it
ion 47
Tabl
e6:
Compet i
ti
vePositi
oningf orManagementCompet i
ti
on 47
Tabl
e7:
CostandBenef i
tIn-
housev /sNati
onalCompeti
tion 49
Tabl
e8:
Compet i
torAnal
ysisforConceptAppl i
cati
onToolkit 56
Tabl
e9:
Compet i
ti
vePositi
oningf orConceptAppli
cat
ionToolki
t 57

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 CHAPTER1

I
NTRODUCTI
ONTOTHEPROJECT

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
1.
1PROJECTOBJECTI
VES,
SCOPEANDLI
MITATI
ONS
Theobj
ect
iveofthi
sprojectistodesignanov
eral
lmar
ket
ingst
rat
egyf
oraSer
iousGame
st
art
up,
ProcessBeeTechnologi
esPvt.Lt
d.

DECI
SIONMAKERS’
PROBLEM:

Toident
if
yt hetar
getmar ketf
orPr
ocessBee’
scur
rentpr
oductanddev
elopi
ngacust
omer
cent
ri
cmar ket
ingstr
ategyfori
t.

MARKETRESEARCHPROBLEM:
I
dent
if
yingandUnder
standi
ngt
heSi
mul
ati
onandSer
iousGami
ngI
ndust
ry.
Anal
ysi
ngCompet
it
ors,
thei
rpr
oductandConsumerAt
ti
tudet
owar
dst
hei
rpr
oduct
.
Assessi
ng Pr
ocessBee pr
oductagai
nstt
he mar
kett
oident
if
ythe r
ightt
arget
segment.
MatchingCustomerProf
il
eofidentif
iedsegmentst
oPr oductPr
ofi
l
eandi
dent
if
ying
appropri
ateposi
ti
oni
ngandpri
cer angeforthepr
oduct
.

MARKETI
NGRESEARCHCOMPONENTS:
I
NDUSTRY:
1.Tounder
standandanal
ysei
ndust
rygr
owt
h,t
rends,met
ri
cs,pot
ent
ialand
per
for
mance.
2.Toi
dent
if
ypr
oduct
sav
ail
abl
eint
hei
ndust
ry.
3.Toi
dent
if
ygener
ali
ndust
ryst
andar
ds.
COMPETI
TORS:
1.Toanal
ysecompet
it
orpr
oduct
sandof
fer
ings.
2.Toanal
ysecompet
it
orposi
ti
oni
ngandUSP.
3.Toi
dent
if
ygapsi
ncompet
it
orof
fer
ingwher
eSTRATUPcanbeposi
ti
oned.
4.Tounder
standCompet
it
orPr
ici
ngandbenef
it
sat
tached.
CONSUMERS:
1.To ident
ifythe awar
eness of Si
mul
ati
on and Ser
ious Games among
consumers.
2.Toanal
yseconsumerat
ti
tudet
owar
dsser
iousgames.
3.Toi
dent
if
yconsumerneedsandpr
efer
ences(
int
ermsofpr
oductf
eat
ures

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 andpr
ice)r
elat
ingt
oSer
iousGames.
4.Toi
dent
if
yconsumerwi
l
li
ngnessandbudgett
opur
chaseSer
iousGames.
5.Toi
dent
if
yconsumerper
cept
iont
owar
dsv
ari
ousf
eat
uresofSTRATUP.
6.Toi
dent
if
yconsumerper
cei
veduseofSTRATUP.
7.Toi
dent
if
ysegment
sthatwi
l
lbewi
l
li
ngt
opur
chaseSTRATUP.
PROJECTSCOPE:
I
dent
ify
ingthetar
getmarket
sanddev
elopi
ngacust
omercent
ri
cmar
ket
ingst
rat
egy
f
orProcessBeeonthebasi
sof:
1.Mar
ketPot
ent
ial
,tr
ends,
growt
handper
for
mance
2.Cust
omerneedsandpr
efer
ences
3.Compet
it
orpr
oductof
fer
ingandposi
ti
oni
ng
4.Cust
omerper
cept
ionofpr
oductof
fer
ingsandf
eat
ures.
5.Cust
omerper
cei
vedbenef
it
sofpr
oduct
.
6.Cust
omerexpect
ati
onsf
rom pr
oduct
.
7.Cust
omerbudget
/wi
l
li
ngnesst
opay
.

PROJECTLI
MITATI
ONS:
1.Theproducti
star
get
edtofaci
li
tat
eHRFunct
ionsandt
hissegmentwashar
d
toi
nter
viewandgeti
nsi
ght
sfrom.
2.Ti
meConstrai
nts:I
twasdi
ff
icul
ttodof
ullj
ust
icet
opr
ojecti
nli
mit
edt
wo
mont
hs’
time.
3.Thesimul
ati
ongami ngmarketisnew t
her
eisnofor
malconsensusabout
eventhedefi
nit
ionofsimulat
iongamesandhencedat
awasnotr eadi
ly
avai
l
ablef
orthemarket
.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
1.
2METHODOLOGY

Fi
gur
e1:Met
hodol
ogyoft
hePr
oject

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 CHAPTER2:

COMPANYPROFI
LE

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 CHAPTER3:

BACKGROUND

SI
MULATI
ONANDSERI
OUSGAMI
NGI
NDUSTRY

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
SERI OUSGAMES:  Clar
kAbtusedt heterm Ser
iousGamesi nhi
s1970book  Seri
ousGames.
Hedef inedSeri
ousGamesasf ol
lows:Seri
ousgameshav eanexpl i
citandcarefull
ythought
-
outeducat i
onalpurposeandar enotintendedtobeplayedprimaril
yf oramusement .Thi
s
definit
ion hol
ds tr
ue even today.Serious Games fi
nd applicati
on int rai
ning,human
resourcesmanagement ,marketi
ng,productdev el
opment,sal
es,emer gencyser vi
ces,and
suppor t.

SIMULATIONS:Si mul
ations ar
et he repli
cation ofreal
i
ty.Simulat
ions have been used
worldwi
det oprov i
deriskfree,exper
ientiallear
ningenvi
ronment.Simulati
onsmost l
yuse
cl
assr oom learning t
oolsorv i
rt
ualr eali
tydepending on t
hei
rappl i
cati
onst o pr
ov i
de
experi
enti
all
earning.

Af urt
herclassi
fi
cat i
onofSi
mulati
onorSeri
ousGamesusedf orlear
ningis‘GameBased
Learning’
.GameBasedLear ni
ngcanbedef i
nedasuseoft ips,t
echniques,andtool
sthat
applytheprinci
plesofgamedesigntot
helear
ningpr
ocess.Thepromot ersofGameBased
l
earningbelievet hatti
sady namicwaytoengagel ear
nersandhel peducator
sassess
l
earning.

ThoughSimulati
ons,GameBasedLearningandSer
iousGamesmaygeneral
l
yreferdif
ferent
thi
ngsbutforlearni
nganddevel
opmentsolut
ionst
hesetwotermsar
eusedint
erchangeably
i
nt oday
’swor ldandasf ormypr oj
ectwear elooki
ngint
oGameBasedLear ni
ngand
Devel
opmentSol uti
ons,
hence,t
het
wot ermsmeansame.

Seri
ousGamesar ethebuzzwor din Learning and Dev el
opmentsector
.Howev er,the
defi
niti
onorclassifi
cat
ionofsuchgamesr emainsbl urr
yt hemarketisexpandingand
accordi
ngtoMar ket
sandMar ket
sRepor t,itisex pectedt ogrow ataCAGR of 16.
38%
between2015and2020.Si mulati
ongamemar kethasmul ti
plesegment
scontr
ibut
ingtoits
growththel
argestsegmentisofEducati
onf ol
lowedbyadv ert
isi
ng.

Simulati
onGamesar ef i
ndingkeyapplicat
ionstoi mproveEmpl oyeeEngagement ,Sel f
-
Trai
ning,Qui ckerOn-boarding and Employ
ee Readiness.Mostcompani es i
nt his ar ea
posit
iont hemselvesclaiming that
,“Seri
ous”learni
ng gamesst ri
ket heper f
ectbal ance
betweencr eati
vit
y,col
laborati
onandengagement ;whichenri
chest hel ear ni
ngexper ience,
i
mpr ov es business
readiness and i ncr eases
empl oy ee satisfaction.
Accor di ng to the
applicat ion of Ser i
ous
Games t he mar ket has
been di vi
ded i n 7
segment sandt hegr owt h
i
n t hese segment s, as
suggest edi nGami ngand
Learni ngAl l
i
ancer eportof
Mar ketand Val ue Chai n
Analy sis, i s shown i n
fi
gur ebel ow.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Fi
gur
e2:Si
zeofSer
iousGami
ngMar
ketSegment
s(%)

Thi
srepor
tal
sosepar
atesSimul
ationGamesfr
om GameBasedLear
ningandcl
ear
lyshows
howGameBasedLearni
ngisgai
ningpaceagai
nstSi
mul
ati
onGames.

Fi
gur
e3:Gl
obalRev
enueandGr
owt
hRat
eofSi
mul
ati
onbasedandGameBasedLear
ning

Geographi
cal
lyt
heMi ddl
eEastandAsi
anMarketisgai
ningpaceandaccor
dingt
oAmbi
ent
I
nsightRepor
t2015,
itisexpect
edt
ogrowatarateof24.
1%CAGR.

Fi
gur e4:Gl
obalGeographicalRevenueandGr owthRat eofSimulati
onBasedLearning
Market
TheAmbi entInsi
ghtreportalsogivesv al
uableinsightsofBuy erDivi
sonsandRev enues
fr
om v arious buyersegment s.Itshows t hatB2C i st he bi
ggestmar ketfol
lowed by
Corporates.Ther epor
talsof urt
herelaboratel
yexpl ai
nst hatr
evenuef orConsumerand
Educationsectori
sconcentratedinEdugameCont entwhi l
etherevenueforCor
poratesand
GovernmentAgenci esmajorl
ycomesf rom Custom Ser v
ices.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Fi
gur
e5:Gl
obalBuy
erSegmentRev
enueandGr
owt
hRat
eofGameBasedLear
ningMar
ket

Asev i
dentmostf i
guresIhavequotedinthischapt erbelongtoei t
hergamebasedl earni
ng
orsimulat
ionorseriousgamelearni
ng.Hence,t hought hesereportsaf
fl
uent
lysegmentt he
gl
obalmar ketIcannotdi
rect
lyuseanyoft hesesegment ati
onsaseachconcentratesonits
ownni cheandor i
ginofsegmentati
onsisuni denti
fied.So,continui
ngwithmyr esearchin
precedi
ngchaptersIstar
tbydefi
ningamar ketforPr ocessBee.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 CHAPTER4

SEGMENTATI
ON&TARGETI
NG

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
1METHODOLOGY
Thef i
rstobjecti
veofmypr oj
ecti
st oi
denti
fythemar ketsegmentsf orProcessBee’
scurrent
productandal soident
ifyfutur
eproductsandmar ketsegmentitmaypr ofi
tabl
ydevelopand
target
.Idi dageogr aphic,enduserandpr oductbasedsegment ati
ont oidenti
fyproducts
thatmat chProcessBee’
scapabi l
i
tiesandi
tsCEO’sv i
sionandmi ssion.

Pr
ocessBees’
Market

Geogr
aphi
calSegment
ati
on
&Tar
geting

EndUserBased
Segment
ati
on

Pr
oductBased
Segmentat
ion

Exper
tInter
view(Delphi
Method)toident
ify
Segmentati
onVar i
ables

Tar
get
ingRecommendat
ion

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Fi
gur
e6:Met
hodol
ogyusedf
orSegment
ati
onandTar
get
ing

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
2 SECONDARY RESEARCH OF SERI
OUS GAMI
NG MARKET
SEGMENTATI
ON
Ser
iousGami
ngMar
kethasbeenSegment
edi
nvar
iousway
sbydi
ff
erentr
epor
ts.

GameandLear ni
ngAl l
i
ance-TheEuropeanNet workofExcel
lenceonSeriousGames
Segment shasproposedadivi
sionofSeri
ousGamesMar ket,
basedonCur r
enttrendsand
di
ffer
entapplicat
ions,i
nto6segments:Educati
on,Corpor
ate/Indust
ry,Healthcare,
Mi l
i
tar
y/
Government,ONG/Gamesf orGood(incl
udingCultur
e,Ecol
ogy ,
Poli
ti
cs,Humani tar
ian,…)
,
1
Adverti
singandMedi a.

Thisr
epor
tfur
thergoesontoident
if
y6Speci
alI
nter
estGroups(SI
Gs)whichdevel
op
speci
fi
cki
ndofSimulati
onsandmapstheseSI
Gsagainstthesect
orsi
tdefi
nedasshown
bel
ow:

Fi
gur
e7:SGMar
ketSegment
sasperGaLA2013Repor
t

Anothermoredetail
edsegmentat
ionforSer
iousGamingMarketi
sdonebyMar
ket
sand
Marketsannual
report2015whi
chsegmentst
hemarketasf
oll
ows:

Mar ketbyVer
ti
cal
:Theser i
ousgamemar kethasbeensegment edbasedonv er
ti
cali
nto
aerospace& def
ence,automoti
ve,corpor
ate,educati
on,energy,gover
nment
,healt
hcar
e,
ret
ail,medi
a&adver
ti
sing,
andothers(r
esearch,t
ouri
sm, andagri
cul
tur
e).

MarketbyAppl
icat
ion:Theseri
ousgamemar kethasbeensegmentedbasedonappli
cat
ion
i
ntoemergencyservi
ces,humanresour
ces,
mar ket
ing,
productdev
elopment
,sal
es,
trai
ning,
andsuppor
t.

MarketbyPlat
for
m:Theseriousgamemarkethasbeensegment
edont
hebasi
sofpl
atf
orm
i
ntohand-hel
d,mobi
l
e-based,PC-
based,
andweb-based.

MarketbyEnd User:Theser
iousgamemar
keti
ncl
udest
wo mai
nend user
s,namel
y,
consumerandent
erpr
ise.

MarketbyRegi
on:Theseri
ousgamemar kethasbeensegmentedi
ntof
ourdi
ff
erentregi
ons,
2
namely,
NorthAmeri
ca,Eur
ope,Asi
a-Paci
fi
c(APAC),andther
estoft
heworl
d(RoW).

1
GameandLear
ningAl
li
ance:TheEuropeanNetworkofExcell
enceonSer
iousGames-Mar ketandv
aluechai
nanal
ysi
s2013
2
ht
tp:
//www.
market
sandmarkets.
com/Market
-Report
s/ser
ious-
game-mar
ket-
67640395.
html

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Bot hoft hesereportshav eamar ketcentricappr oach, theyi dent
if
yandel aborateonv ar
ious
segment sinadi ff
erentl i
ghtandhar dlyexpl aint her elati
onbet weenv ari
oussegment s.
Although, mypr oj
ectr equir
ementi st oident i
fyther ightmar ketsegment sandt hendef i
nea
mar ketmi xf orthesesegment s.So,whatIam doi ngi si dent
if
y i
nggapsi nmar ketsand
product stoenterandpenet rate.Hence, t
heSegment ati
onIneedt odoi sPr oductcent r
icor
Cust omerCent ri
cappr oachi nsteadofamar ketcent ricappr oacht hattheseRepor tstake.A
Cust omerCent ri
c segment ati
on wi l
lst artf r
om l ooki ng intov ari
ous Cust omer s,t heir
Simul at
ionNeedst henmappi ngwhatCust omer scanbedi r
ectl
ybenef i
tted/cateredtousi ng
ourpr oductandi dentifyi
nggapsl eftbycompani eswher ewecanposi tionourselves.Thi s
appr oachsui t
smypr oj
ectgoal sandaSt ar
tUpScenar io.Iwi l
lal sotryt odef i
nepr oduct
requirement sinv ari
oussegment ssot hatPr ocessBeeget sav iew ofwhatnew pr oduct s
l
inescanbeaddedt oincreasePr ofi
tabi
li
ty.

Goingwi thEducat i
onSect orandaCust omerCent r
icsegment ationappr oachIf oundone
i
nterest i
ngsegment ation,AmbientI nsight’s2011–USSer i
ousGamesMar ketSegment at
ion
andOppor t
uniti
esRepor t.Asshowni nf i
gurebelow,segment st heUS Ser iousGames
Marketont hebasi soft heBuy ers’Segment ,Pr
oductstheybuyandf inal l
yt hety pesof
Suppliers.Thisrepor ttakesaBuy erEndAppr oachwhichisdif f
erent,inter esti
ngandusef ul
forast artupcompanyl i
keProcessBeewhi chwant stoi
denti
fyt het y
peofuser swhomaybe
i
nterest edint heirpr oduct.Ther epor tov eral
ldivi
deslearningt echnol ogybuy ersi nto8
segment swhobuyei ghtdi f
fer
entpr oductsandaspert heirrequirementt her eare4t ypesof
suppli
er s.Now si ncePr ocessBeei sl ookingi nt
oBusinessEducat i
onandLear ningand
Developmentnotal l8 segment s appl yf orourmar ket:Consumer ,Hi gherEducat i
on,
Corpor ati
ons,Gov ernment s,Associ ati
ons/NGOs/Non- Profit
s,Heal thcar e.Thiswi llbet he
basisofmyEnd- User /Buy erSegment ation.

Fi
gur
e8:Lear
ningTechnol
ogyMar
ketSegment
ati
onasPerAmbi
entI
nsi
ghtRepor
t2011

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Learni
ngf rom currentsegment ati
onIwi l
lsegmentProcessBeemar ketbyregi
on,end-user
/
buyerand def i
ne a pr oductbased segment at
ion fort he end-user
s.Iwi l
lst artby
GeographicalSegment ati
on.Si nceindiff
erentr
egi
onst hemat uri
tyi
ndev el
opmentanduse
ofSi mulations bothv ary hence Iwi llchoose a suit
abler egi
on forProcessBee and
accordi
nglyst udyEnd- Usersint hatregionanddefinePr oductUseandRequi rementsto
comeupwi thar ef
inedTar get
ingf orcoming3–5y earsforProcessBee.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
3PROCESSBEESEGMENTATI
ON–GEOGRAPHI
C
TheGeogr
aphicSegment
ati
onofSi
mulat
ionandSer
iousGameMarketf
orPr
ocessBeei
s
donebypl
ott
ing100+Compani
eswor
ldwi
deonaGoogleMapasshownbel
ow.

Asy ouwil
lseeint heMaptheSimul
ati
onGami ngCompaniesar
econcent
rat
edthemosti
n
EuropeandNorth-Ameri
ca.Anot
herSmallchunkofthi
smarkett
hri
vesi
nAsia,mai
nlyI
ndi
a.
Thereal
soexistfewcompaniesi
npartsofSaudiAr
abiaandAust
ral
i
a.

SotheGeographi
calSegment
ati
onf
orProcessBeeissameasonesuggest edbyMost
Si
mulat
ionRepor
ts:Eur
ope,
Nort
hAmeri
ca,
Asia-
Paci
fi
c(APAC)andRoW (
RestofWor
ld)
.

Iwil
lbr
ief
lyexpl
aineachregion,thei
rgrowt
h,employ
mentandproduct
s.Inconcl
usi
onIwi
ll
tr
ytoseehow similarordif
ferentthesemarket
sarefr
om eachotherandhasthegrowt
h
beenst
imulat
edacrossthewor l
d.

Fi
gur
e9:Geogr
aphi
calSegment
ati
on,
Wor
ldMap

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
3.1NORTHAMERI
CANMARKET

Fi
gure10:Geographi
calSegmentati
on:NorthAmer icaMap
NorthAmer i
cai saccount
edf orthehi
ghestshareof~54%oft heseriousgamemar ketin
3
2014andt hismar ketisexpectedtogrow ataCAGRof15. 80% between2015and2020.
NorthAmer icawoul dbethemaj ormarketforVi
rt
ualPatientSimulator
,foll
owedbyEur ope,
andAsi a-Pacifi
cregion.Thel ar
gestshareofNor t
hAmer icaismai nlyattr
ibutedtothe
presence of maj or player
si nthisr egi
on and av ail
abil
it
y of f unds from vari
ous
4
organizat
ions.

Thet opsel
lingseriousgamepr oductinNor t
hAmer icaisMobi l
eEducat ionalGames.The
rev
enuesforMobi leEducationalSeriousGamesi nNor t
hAmer icareached$227. 9mi l
l
ioni n
2013,accor
dingt oanew r eportbyAmbi entInsi
ghtcalledt he" 2013-2018Nor thAmer ica
Mobil
eEdugameMar ket.
"Thef i
ve-
yearcompoundannualgr owt hrate( CAGR)i s12.5%and
rev
enuesshal lspi
ket o$410. 27mill
ionby2018.Consumer sar ebyf art hemaj orbuyersof
mobil
eedugamedi gitalcontentinCanadaandt heUSandt heywi llcont i
nuet odominat e
thr
oughoutthef or
ecastper i
od.Themaj or
it
yofconsumerpur chasesf allintothetwoends
oftheagespect r
um:mat handl anguagelearni
ngf ory oungchi l
dren( targeti
ngpar ents
5
thr
oughaB2Cmodel )andbr aint
rai
nersandbrainfi
tnessappsf orelders.

LookingattheNor t
hAmer i
canmar ketonl
y,Ambi enthaspredict
edf i
ve-yeargr
owt
hratesfor
thesixdif
ferentty
pesofmobi l
elearni
nggamest hatt
heyhav eidenti
fi
ed.AugmentedReali
ty
(alive di
rectori ndi
rectv i
ew ofa phy sical,real
-worl
d env i
ronmentwhose el ements
are 
augment ed 
(orsuppl emented)bycomput er-
generat
edsensor yi nputsuchassound,

3
ht
tp:
//www.
mar
ket
sandmar
ket
s.com/
PressRel
eases/
ser
ious-
game.
asp
4
ht
tp:
//www.
fut
urel
ab.
net
/bl
og/
2014/
08/
vir
tual
-pat
ient
-ser
ious-
games-
mar
ket
-expect
s-21-
cagr
-ov
er-
per
iod-
2014-
2019
5
ht
tp:
//ser
iousgamesmar
ket
.bl
ogspot
.i
n/2014/
06/
consumer
s-t
o-f
uel
-demand-
for
-mobi
l
e.ht
ml

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 6
v
ideo,
graphi
csor
 GPSdat
a).
 l
ooksett
ohav
eav
erysi
gni
fi
cantgr
owt
hrat
e.

_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

Fi
gur
e11:Gr
owt
hRat
esofdi
ff
erentEdugamei
nNor
thAmer
ica

Thus,summar i
zi
ngthetrendsi
nthebiggestmar
ketf
orSi
mulat
ionGamesIwouldsaythat
themar kethasfi
nal
l
yacceptedthatSeri
ousGamesisnotj
ustafad.Howev
er,educat
ion
remainsthemostimpor
tantandgrowi
ngsegment.

6
Ambi
ent
-I
nsi
ghtSer
iousGami
ngFor
ecast2015-ht
tp:
//www.
tot
eml
ear
ning.
com/
tot
emspol
l
/2015/
7/16/
ser
ious-
games-
set
-f
or-
ser
ious-
growt
h

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
3.2EUROPEANMARKET
I
nEuropethereare2maj ormaturemarket
s:Fi
rst
,U.
K.andSecondNet
her
lands.Ot
her
i
mpor
tantMarket
sareScandi
niv
ia,Fr
anceandGer
many.

Figure12:Geogr aphi calSegment ation,

Eur opeMap
The“ SeriousGames”segmentr emai nsv er ymuchani chemar ketinGer many,butonewhi ch
neverthelessshowsenor mouspot enti
alf ort hef uture.Germanycount sasoneofEur ope’s
mosti mportant“seri
ousgami ng”mar ket sal ongsidet heUni ted Kingdom,Scandi navia,
France,andt heNetherlands.I
nGer many ,63per centofser iousgamesdealwi thschool -
rel
ated t opi
cs;14 per centwith soci etali ssues;10 per centwi tht he obtai
nmentofa
professionalquali
fi
cation;8percentwi thheal thi ssues,5per centwithmi li
tar
yobjecti
ves;
andoneper centareintendedaspur emar ketinggames.Ov erarchingseriousgamemar ket
segmentdat aisdi
ffi
culttoobtain,
butt hee- Learningsubsegmentf orexampl e,gr
ewtoEUR
7
348mi l
l
ionin2010–ani ncr
easeoff iv
eper centcompar edtothepr evi
ousy ear.

TheDut chgamei ndustr

yisr api
dlygrowi
ng.In2010t herewer e173gami ngcompani esin
theNether l
andswhi chemploy2,300peopleintotal
.Thet otalt
urnoveroftheDutchgami ng
i
ndustr
ywasest imatedat145mi ll
ionEurosin2009.Si nce2004t henumberofgami ng
compani esi ntheNet her
landshasr i
sento39.Thenumberofpeopl eemployedi nt he
gamingi ndustryalmostdoubledinthesameper i
odfrom 1,200to2,300.Thecoreact iv
ityof
mostDut chgami ngfi
rmsi sthedev el
opmentofgames( 30%ofr espondents)
,foll
owedby
adver
gami ng/gameportal
s( 20%)andpubli
shing&dev el
opment( 17%) .MMOpublishingand

7
TheGer
manGami
ngI
ndust
ry–Ger
manTr
adeandI
nvest(
htt
ps:
//www.
gtai
.de/
GTAI
/Cont
ent
/EN/
Inv
est
/_Shar
edDocs/
Downl
oads/
GTAI
/Fact
-
sheet
s/Busi
ness-
ser
vices-
ict
/fact
-sheet
-gami
ng-
indust
ry-
en.
pdf
?v=6)

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 8
dev
elopment(
10%ofr
espondent
s)andser
iousgamepubl
i
shi
ng&dev
elopment(
8%)
.

AsIf oundinmyanal y
sisofv ariouscompani esinEur opeanMarket
sandTr ends,the
westernworl
dcurrent
lymajordev elopmentsinSimulati
onandSer i
ousGamingIndustr
yis
foundtobeinEducati
onK- 12l
ev el,Healt
hCar eSegmentandB2CHumani tari
anSegment.
Anothersegmentt
hatisbecomingpopul arisbehavi
ouraleconomi
csandassessment.

Iconduct ed an I DIwi tht heDirector

,&Ranj ,oneoft hemostr eputed Seri
ousGames
Companyi nNet herl
andswi t
hanexper i
enceof40+y earsinthemar ket,andgottoknowt hat
thesecompani eshav ecl ientsmost l
yintheircountryandar et r
y i
ngt of i
ndpartnersabr oad
topublisht heirgamesandexpandspeci al
lyAsia.Sosummar i
zingt heEur opeanMar ket,I
foundt hatt hemar ketissi mi
lartoNor thAmer i
canMar ket.Infactal otofinternational
player
si nthemar ketar et heNorthAmer icancompani es.Themaj orit
ypr oduct
sar elinedi n
L&D and Teachi ng t hrough Gami f
icat
ion orVi deo Based Lear ni
ng.Few exper ienced
compani esar ehowev erlookingbeyondandpr ovidingPrescripti
veAnal yticsandBehav ioural
Economi cssol uti
onst othei rcl
i
ents.

4.
3.3ASI
ANMARKET
TheAsianMarketi
scompar at
ivel
ynewandi smostlyconcent
ratedi
nIndi
a.Thismarketi
s
cat
eri
ngtonati
veclient
swithproduct
sforEducat
ionalI
nsti
tut
ionsandCorpor
ateL&D.The
marketi
scont
inuouslybei
ngcrowdedbystar
t-
upsandhasi mmensegrowthpotent
ial
.

Ar eportfr
om mar ketr esearchfir
m Ambi entInsightpredi
ctsthatthemarketforeducati
onal
gamesi nAsi awi l
lgr ow t oUS$1. 723bi ll
i
onby2017.Accor dingtot hereport
,current
educationalgamer ev enuesareheav il
yconcent ratedinAsi
a(US$813mi l
l
ionin2011).China
i
npar ti
cularhasal soshi ftedfrom aneducat ionalgamei mpor t
er(mainl
yfrom Korea)toa
productionhubf or‘seriousgames’ .Tel
ecomsar emaj ordi
str
ibutorsi
ntheregion,t
hereport
notes,wi t
hAsi anoper atorssell
i
ngweb- basedl earni
ngplatfor
mst oschoolsandmobi l
e
9
l
ear ni
ngVASsubscr ipti
onst oconsumer s.

Wi t
hinfl
uenceofMultinat
ional
sandGlobal
Educationst
andardsi nAsianCountri
esli
keIndia
thetrendsinsimulat
ionaresupposedtogrowsameasi nWest erncountri
es.Alsowestern
simulati
oncountri
eshav ebeensupplyi
nginAsianMar ket
s.Inf act,accor
dingtoAmbi ent
Insi
ghtReportby2016, t
hetopbuyi
ngcountrywi
l
l beChina(byfar).

8
ht
tp:
//www.hol
l
andtr
adeandinv
est.
com/ key
-sect
ors/
creati
ve-
indust
ries/
cont
ents/
onl
i
ne-
gami
ng-
indust
ry
9
ht
tp:
//i
nsi
degamesasi
a.bi
z/mobil
e-apps-
to-
boost-
asi
as-educati
onal
-game-market
/

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Fi
gur
e13:Geogr
aphi
calSegment
ati
on,
Asi
aMap

4.
3.4LI
MITATI
ONSOFGEOGRAPHI
CSEGMENTATI
ON
1.Thef i
rstpr
oblem wi
thvar
iousi
nformat
ionIhavequotedr
egar
dingt
rendsinthese
countr
iesisthatwhi
levar
iousr
eportsfoundt
hesefactst
heywereusingdi
ff
erent
techni
quesofsegmenti
ngSimul
ati
on.

2.Anot
hermaj orproblem ist hatthereis no univer
sal
ly accepted def
ini
ti
on of
si
mulat
ionhencetheproductsthatvar
iousreport
sputundersimulati
onaredif
fer
ent
andsotherel
evanceofthesereport
sforourpurposesi
sdiff
icul
ttoassess.

3.Thissegmentati
ononl
ygivesinformati
onr egardi
nghowcr owdedasegmenti sfora
newcompanyt oenter
.Ithowev ergiv
esnoi nf
ormationaboutthenumberofcl i
ents
orthetypeofcli
ent
sthesecompani esareser vi
ngandwhet hertheircl
ient
sar
elocal
orglobal.Thismakesi tdif
ficul
tt o exactl
ydef i
net helucrati
venessofv ar
ious
segments.

4.Al
sot
hequal
i
tyofSi
mul
ati
oni
snev
erment
ionedf
orv
ari
oussegment
s.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
3.5GEOGRAPHI
CALTARGETI
NG
Asev i
dentf
rom segmentati
on,Eur opeanandNor t
hAmer icanSegment saremostcr owded
thi
smaybebecauset hesecont i
nent sar
emor edevel
opedandt echnol
ogicall
yadv anced
whichmightberesul
ti
ngi ngreaterdemandf orsuchpr oducts.So,i
fjustbyl ooki
ngatt he
l
esscrowdedAsianSegmentwechooset otargetthem i
tmi ghtnotbetherightdecisionas
theneedmightnotbesamei nIndia.

Theunavail
abi
li
tyofspeci
fi
cpr
oductdetai
l
sandpri
cesensi
tiv
ityi
nfor
mati
onforthevar
ious
geogr
aphicalsegments ofsi
mulat
ion pr
oduct
s makes i
tdiffi
cul
tto dev
ise a f
easibl
e
penet
rat
ionstr
ategy.

Consi
der
ingthefewI
DI’
sIconduct
edwithEuropeanCompet
it
orsandt
heI
ndi
anCompet
it
or
Anal
ysi
s,mostcompani
esar
eservi
cingcl
ient
slocal
ly
.

IsuggestI
ndi
atobet
hemar
ketf
oratl
eastnext2y
ear
sfort
hef
oll
owi
ngr
easons:

1.Pr
ocessbeei
sast
art
-upwi
thnoexper
ienceorr
eli
abi
l
ityt
oent
eramat
uref
orei
gn
market
.

2.Indepthr
esearchwi
llberequir
edt oenteraf
orei
gncount
ryastheHRPoli
ciesand
LegalObl
igat
ionsaredif
ferentev er
ywhereand suchr
esear
chand new product
devel
opmentswon’
tbefeasibl
erightnow.

3.Local
i
zat
ionandPubl
i
shi
ngofpr
oductf
oraf
orei
gnmar
keti
sdi
ff
icul
tandcost
ly.

4.Processbeebei
ngast ar
t-
upi
twi
l
lbedi
ff
icul
ttopar
tnerwi
thaf
orei
gncompanyf
or
redi
stri
buti
onpur
poses.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
4PROCESSBEESEGMENTATI
ON–ENDUSER/BUYER
4.
4.1.ENDUSERBASEDSEGMENTATI
ON
I
nspi
redfrom AmbientI
nsi
ghtRepor
tPr
ocessBee’
senduser
s/buy
erscanbedi
vi
dedi
n
f
oll
owingsegment
s:

Consumer,Hi
gherEducat
ion,
Cor
por
ati
ons,
Gov
ernment
s,Associ
ati
ons/NGOs/Non-
Prof
it
s,
Heal
thcar
e

Fi
gur
e14:EndUserBasedSegment
ati
on

Asshowni nfi
gureabov eProcessBeeMar ketisdivi
dedonbasi sofendusers.Alt
hough
ProcessBee’
s Productof fer
ings f
orCor porat
ions and Gover
nmentare:Lear ni
ng and
DevelopmentorTr aini
ngandAnal yt
icsproducts.Sosimpli
fyi
ngt hi
smarket
,Iwi l
lmerge
thesetwosegment s.Alsoproductsforhealt
hcareandB2Csegmentar esimil
arforNGO’s
useaswel lwithslightornomodi fi
cati
on.Hencei nmyf i
nalsegmentNGOs/Non- Prof
it
s
won’tappearasasepar at
esegment .

Ihav
ebel
owel
abor
atedoncer
tai
nchar
act
eri
sti
csoft
heseEndUser
s:

HI
GHEREDUCATI
ONI
NSTI
TUTES:

 TheBuyersher
ev al
ueexperient
iall
ear
ningandhav
eembr
acedSi
mul
ati
onasan
addi
ti
ontoCl
assroom l
ear
ning.

 Thepr
icesofSi
mul
ati
onar
elowandgener
all
yperst
udentbased.

 TheSimulat
ionsar
erar
elysol
daspr
oduct
sinst
eadar
epr
ovi
dedaswor
kshops/
tr
aini
ngs.

 Thepr
oduct
sar
ebr
oughtof
ftheshel
fwi
thnocust
omi
zat
ion.

 Thesear
esamepr
oduct
sthatar
esol
dtoCor
por
ati
onsf
orManagementTr
aini
ngs.

 Anint
eresti
ngt
hingaboutHigherEducat
ionPr
oduct
sisthatt
heseproduct
sar
enot
modif
iedforar
egionandhencesoldworl
d-wi
debymostcompanies

CORPORATESLEARNI
NGANDDEVELOPMENT:

 Cor
por
atesuseBusi
nessSi
mul
ati
onsf
ormul
ti
plepur
posesSof
tSki
l
ltr
aini
ng,Sal
es

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Repr
esent
ati
vet
rai
ningar
efewoft
hemosti
mpor
tantuse.

 Theset
rai
ningsar
eusedf
orI
nduct
ionandOn-
boar
ding.

 Themostbasicty
pesofSimulati
onsare:ManagementTr
aini
ngWor
kshops.These
workshopsuseSimul
ati
onCaseSt udi
estot r
ainemploy
eesonvari
ousbusiness
conceptsi
nacompeti
ti
vescenar
io.

 Simulati
onsusedf ormanagerialt
rai
ningarehighl
ycasestudybasedandt
omake
them int
erest
ingon-si
teact
ivi
ti
esincombinati
onhavebecomepopular
.

 Anot
hermor erecentt
rendincorpor
atesusingSimul
ati
onsi
sAssessment
susi
ng
si
mulat
ionsandRecrui
tmentandSuccessorPi
pel
i
ningusi
ngSi
mul
ati
ons.

 Corpor
ate use mor
e Cust
omizat
ion forSimulati
ons ot
hert
han ones used as
ManagementCompeti
ti
onsort
eam bui
ldingexer
cise.

 Cor
por
atespaymuchmor
efort
hei
rSi
mul
ati
ons.

 Cer
tainproduct
slikeassessmenttoolsorcustomizedtrai
ningsol
uti
onsar
esol
das
aproductwhil
eothersareser
vice/l
icensebased/workshops.

 Alt
houghmul t
i-
nati
onalcor
porat
esandITI
ndust
ri
eshaveaccept
edsi
mul
ati
onsf
or
sometrai
ningsbutsmall
ercompani
esl
ackt
hebudgetf
orit
.

NGOS/NON-
PROFI
TS:

 I
nacount r
ylikeI
ndiaroleofNGOsandNon-Prof
itOr
gani
zat
ionsi
ndi
git
izat
ionor
moder
nizat
ionismuchhighert
hanGov
ernment
s.

 NGOsinIndi
ahavebeenusingGamifi
cati
ontool
sforeducati
on,soci
alandheal
th
awar
enesspur
posesbutf
ocusonUpski
ll
ingandTrai
ninghasbeenl
imit
ed.

 However,NASCCOM Gami ngForum,onApril22nd 2016inDelhi

,launchedSpecial
I
nter
estGr oup (
SIG)on Appli
ed Gaming wit
h Mani sha Mohan (Execut
ive Vi
ce
Pr
esidentatTat
aInter
act
iveSy
stems)astheChairperson.

 NASCCOM ishopefulthatwi
ththeirassoci
ati
onswitht
heDut chandGover
nments
Di
git
alIndi
aMov ementaret
heperfectcombinat
ionf
oraccel
eratedgr
owt
hinSer
ious
GamingSector
.

GOVERNMENTS:

 I
ndi
an Gov er
nment i
st he l
ast user of t
echnol
ogi
es for Human Resour
ce
Dev
elopmenthowev
erwit
hNASCCOM pitchi
nginst
oryi
shopeful
tochange.

 Butsi
nceNASCCOM hasi
tsSpeci
alI
nter
estGr
oupi
tshi
ghl
yli
kel
ythatpr
oject
swi
l
l
comefort
hegroup.

 Iti
sadv i
sabl
eforPr
ocessBeet
ojoi
nthegr
oupasi
twi
l
lbehel
pfult
ogr
ow wi
th
associ
ati
ons.

 Wit
hDigi
talI
ndi
aini
ti
ati
vet
aki
ngahighpitchitcanbeexpectedthatgov
ernmentwill
bei
nter
estedi
nsimul
ati
onsol
uti
onsforSkil
lDevel
opment,Educati
onandAwareness.

HEALTHCARE:

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
  Heal
thcareinIndi
ausesalotofSi
mulat
ionsfordoct
ortr
aini
ngs.Thesesi
mul
ati
ons
ar
eVirtualReal
it
ybasedandnotwhatPr
ocessBeecanent
erint
orightnow.

 However
,heal
thcar
eist
hel
argestuserofSi
mul
ati
onsandnotasegmentwor
th
i
gnor
ing.

 The obvious opti

ons i
n Healt
hcar
ef or Pr
ocessBee ar
e pati
ent awareness
gamifi
cat
ion sol
uti
ons whi
ch ar
e sol
d bot
hf orInter
naluse by hospi
tal
s and
Consumers.

CONSUMERS:

 Pr
eK-
12l
ear
ningpr
oduct
sar
emostpopul
aramongconsumer
s.

 Gamifi
cat
ionsol
uti
onsf
orheal
thcar
e,exer
gami
ngar
egai
ningpopul
ari
tyi
nAsi
an
Market
.

 Thebi
ggesthur
dlef
ort
hismar
keti
sawar
enessofSi
mul
ati
ongames.

 Thebi
ggestr
equi
rementi
shi
ghqual
i
tygr
aphi
csandani
mat
ion.

4.
4.2LI
MITATI
ONSOFENDUSERBASEDSEGMENTATI
ON
1.This segmentati
on concent
rates on a broad categor
y whi
le mostsi
mul
ati
on
companiesl ookata smal l
ersegmentl i
keCapst oneisin Busi
nessSi
mul
ati
on
Learni
ng,EducompisinPreK-12lear
ninget
c.

2.Themar
ketpot
ent
ial
oft
hesesegment
sisnotdef
inedf
ort
arget
ing.

3.Itisdif
ficul
ttoconcl
udef r
om justthi
sinformat
ionandchooset heri
ghttar
get
segmentsoi nnextsect
ionIwi l
lfurt
herbranchthi
ssegmentat
ionint
ov ari
ous
product
sandt hent
ryt
oconcludetheri
ghsegment.

4.
4.3ENDUSERBASEDTARGETI
NG
Tar
geti
ngall
thesesegmentsisfeasibl
ebutthecurr
entpr
oductofProcessBeei
saBusi
ness
Si
mulat
ionsoobviousmarketi
sHi gherEducat
ionandCor
porat
ions.

Ther
ear
emul
ti
pler
easonsIsuggestEducat
ional
Inst
it
utesandCor
por
ates:

1.Thecur
rentpr
oducti
saBusi
nessSi
mul
ati
onandper
fect
lycat
erst
othesesegment
s.

2.ProcessBeebei
ngastart
upcannotdev
elopmul
ti
plel
i
nesofpr
oductt
ocat
ert
oal
l
segmentsinayearort
wo.

3.Governmentproj
ect
sthoughgi
veastabl
eincomebutthei
rpay
ment
sar
esl
ow and
hencethesegmentshoul
dbeavoi
dedf
orcomingf
ewy ear
s.

So,f ornext3 y ears ProcessBee shoul

d concentr
ate on Educati
onalInst
it
utes and
Corporatesandhavi
nggai nedsomereputati
onincreat
ingsimulat
ionsandsqueezedsome
prof
itf r
om curr
entpr oductitcan enterHealt
hcareasi tisonesegmentwhi ch uses
maximum Si mul
ati
ons.Enteri
ngB2Csegmentt hr
oughanNGOassoci at
ionf
orHumanitari
an

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
causescanhel
pProcessBeebuil
dagoodBr
andNameandaf
ewGov
ernmentPr
oject
saf
ter
5yearsmaybecangiveastabl
esour
ceofI
ncome.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
4.
5PROCESSBEESEGMENTATI
ON–PRODUCTBASED

4.
5.1PRODUCTBASEDSEGMENTATI
ON

Fi
gur
e15:Pr
oductBasedSegment
ati
on

4.
5.2NI
NEI
MPORTANTSEGMENTFEATURES
TheMar ketSegmentationinfigur
eabov eshowsvari
ouscat egori
esofproductsthatare
beingser vedtodi
fferenttypesofconsumers.Eachoft hesesegmentshavet hei
rtypi
cal
featuresandhencetheSi mulat
ionorSeri
ousGamingproductsoffer
edtoeachsegmentcan
becl assi
fi
edbasedonf oll
owingfeatur
es:

 Simulat
ionTy pe:Therearediff
erentt
y pesofSimul
ati
onbeingusedforspecifi
c
needs/products.Ihav
eclassi
fi
edthem underf
oll
owi
ng11headsonbasisofvari
ous
secondaryresearchIdidontypesofsimulati
onbei
ngusedtocreateproduct
sfor
vari
ousneeds.

1.E-
LEARNI
NG/ M-
LEARNI
NG SOLUTI
ONS: Si
mul
ati
on based eLear
ning

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 sol
uti
onsarecr
eat
edt oprov
idelearner
sachancetoexpl
oreandpract
iceon
newersof
twar
eorotherappl
icat
ionsbefor
eact
uall
yworki
ngonthem.

2. VI
DEO BASED SIMULATION:Video based ist he mostbasicform of
Simul
ati
onusedmostlytoenhancecommuni cati
onbetweengener
ali
stand
speci
ali
stpr
ovi
der
sforspeci
alt
ycar
econsult
ations

3.CASESTUDYBASED:
CaseSt
udyi
susedasat
ool
forSi
mul
ati
on.

4.ONSITESIMULATION:I
tissi
mulat
iont
rai
ningprovi
dedonsitesot
hatbot
h
phy
sical
element
sandsimul
ati
ongamecont
ribut
etolear
ning.

5.VIRTUALREALI
TYSIMULATI ON:Usi
nguniquest
ate-
of-
the-
artvi
rt
ualdev
ices,
i
tenablesmedi
calprovi
derswithhi
ghfidel
i
tytr
aini
ngprocedur
alsi
mulati
on
enhancedwi
tht
rue-
to-l
i
fetacti
l
esensat
ions.

6.STANDARDIZED SI
MULATI
ON:I
tissi
mul
ati
onofast
andar
dized i
ndust
ry
process.

7.TASK TRAI
NING SI
MULATI
ON:I
tisexcl
usi
vel
ycr
eat
edf
oraspeci
fi
ctask
tr
aini
ng.

8. MANI KINBASEDSI MULATI ON:Mani ki

n-basedsi mulati
oni ncludeslow,mi d
and hi gh fi
deli
tysimulati
on mani ki
ns used int he traini
ng ofheal thcare
providers.Thel eveloffideli
tyrefer
st ot het echnologicalabi l
i
tiesoft he
equipment ,from astaticmani ki
nusedf orskill
st rai
ningal lthewayt oa
mani ki
nt hatcommuni cat
es,hasdy namicv i
talsigns,bli
nks,criesandwhose
chestr i
sesandf al
l
s.

9.TASKBASEDGAMES:Thesear
eSi
mul
ati
onGamesmodel
l
edf
oraspeci
fi
c
task/pr
ocess.

10.WEBBASEDGAMES: Thesesi
mul
ati
ongamesar
epubl
i
shedov
eri
nter
netand
ar
emostl
ymul
tipl
ayer

11.SOCI
ALMEDIAGAMES:Thesesimulati
ongamesar epubl
i
shedov
ersoci
al
medi
aandencour
ageSoci
alMedi
aInt
eract
ionamongpl
ayer
s.

 Simulation:Simul ati
onl evelforagamewi l
ldependoni tspur poseanduser s.Itis
generall
yhi ghwhent hesimul ati
onismadef orspecifictrai
ningspecial
l
yequi pment
trai
ningori nheal thcare.ForHi ghLevelSimul ati
onpr oducts,weuseTaskTr aining
Simulation,Mani kin Based Si mulati
on,VirtualRealitySi mulati
on.Ifthe indust ry
requirement sfort hesi mul ati
oni sbeingf ulfi
ll
edmost l
yusi ngcasest udybased
simulationIhav egr adedt hepr oductlow onsi mulati
on,f orkidsorschooll ev el
educat i
onal sothesi mulationl eveli
slow.Simul ati
onl ev
elismoder at
eforsof tskill
s
trai
ningi ncorporateswher et heyuseVi deoBased, StandardizedorOnsit
eSi mulati
on.

 Customizat
ion:Levelofcust
omi zati
oni
smost l
yaf unct
ionofCli
entrequi
rements.
ForEducati
onalI
nsti
tut
esthatteachsimi
larcour
sesgenerali
zedsi
mulati
onproducts
areacceptableHoweverforgener al
i
zedSoftSkil
l
sTr ai
ningProduct
samoder at
e

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 l
ev elofcustomizat
ionmayber equi
redtoal
ignt heproductandassociat
eitwith
organizat
ion pol
ici
es,cult
ure,etc.Simi
l
arl
y,f orhighl
y organi
zat
ion orfunct
ion
specif
icproductl
evelofcustomi
zati
onwil
lbehigh.

 Data Coll
ection:Dat ai slow f orpr oducts used forExperientialLearning in
Educati
onalInstit
utes.Dat aColl
ecti
oni shi ghwhenproductismeantf oreval
uation
ormonitori
ngpur posesl ikef
orrecruit
mentorBehav iourModifi
cationpr oduct
s.Itis
alsoHighwhendat aisusedf orprocessi mprovementorExperiment ati
onpur pose
l
ikeinHealthCar et rai
ning.Whenev aluationisanextendedpartofpr oductlikefor
Corpor
ateTrai ni
ngsDat aCol l
ecti
onrequi redismoderateandforpr oductsthatgive
i
ndivi
dualev aluati
on butscor ecards ar e ofno hi
gh v al
ue t
ot he cl i
ent,li
ke in
Educati
onalTrainings,datacoll
ecti
onisl ow.

 Gamif
icat
ionLev
el:Aftergoi
ngthr
oughmulti
plear
ti
clesongami
ficati
onIl i
sted
downfoll
owi
nggamif
icati
onel
ementst
hatar
ecommonlyusedi
nal
lseriousgames:

1.Pr
ogr
essBar

2.Chal
l
enges

3.Achi
evement
s

4.Lev
els/
BadgesasaRewar
d-ar
egi
vent
oQuant
if
yAchi
evement
s

5.Leaderboar
ds

6.Gi
ft
s–Makest
heGoal
achi
evementorgamepl
aymor
edesi
rabl
e

7.Organi
zat
ionalGoal
s- Wi norlossneedstobemeasuredi
naccor
dancet
o
compli
ancewithor
gani
zat
ionpol
i
cies,
Visi
onandMi
ssi
on.

8.Per
sonal
i
tyt
ypeI
dent
if
icat
ion:

Eg.Bar
tl
e’
sTy
pes-

a.Achi
ever
s

b.Ki
l
ler
s

c. Soci
ali
zer
s

d.Expl
orer
s

9.I
ncent
ivi
zi
ngOnl
i
ne/Soci
alAct
ivi
ti
es

10.GamePl
ay/Rol
ePl
ays

11.Av
atar
s

Abovementioned Gami
fi
cati
onelementstap 2 t
hings:St
atusand Achi
evement
.
Vari
ousproductsusevari
ouslevel
sofgami f
icat
ion.Mostl
ytheselevel
scanbe
def
inedbynumberofgameelementsusedi
naGame.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Whileacasest udyusedt ot eachi nEducationalInstit
utes(HigherSt udi
es)usel ow
l
evelofgami fi
cati
onandl esst han3el ement s( mostlyprogressbar ,Quantif
iabl
e
Outcomes,Achievement s),E-l
ear ni
ngandVi deoBasedLear ningf orSchoolshav e
hi
gherlevelofgami f
icati
onwi thmor et
han5gami f
icati
onelement s.Simil
arl
yuseof
Avatar
s,GamePl ayinapr oducti st heHi
ghestl evelofGami fi
cati
onandAccor dingly,
Ihavecreated4levelsofgami ficationi
naccor dancewi thnumberofgameel ement s
used.TheGameel ement sli
stedabov efol
lowasuccessi onpat ter
nwhi chmakesi t
bothjusti
fi
edandr elev
antt ospl i
ttheuseofgami f
icat
ionelement sintov ari
ous
l
evelsasshowni ntable-1

Gamif
icat
ion Numberof GameEl
ement
s
Lev
el GameElement
s

1 <=4 ProgressBar
,Chal
l
enges,
Achi
evement
s,Quant
if
iabl
e
Outcomes

2 5-
7 ProgressBar
,Chall
enges,
Achievements,Quanti
fi
abl
e
Outcomes,Level
s/Badges,LeaderBoards,
Gift
s

3 7-9 ProgressBar,
Chall
enges,
Achi ev
ements,Quanti
fi
able
Outcomes,Level
s/Badges,LeaderBoards,
Gift
s,Personal
i
ty
TypeIdenti
fi
cati
on,
Incent
ivi
zingOnli
ne/Social
Activ
iti
es

4 9-
12 ProgressBar,
Challenges,
Achi ev
ements,Quanti
fi
able
Outcomes,Level
s/Badges, LeaderBoards,
Gift
s,Personal
i
ty
TypeIdenti
fi
cati
on,Incent
ivi
zingOnli
ne/Social
Activ
iti
es,
GamePl ay,Avat
ars.

Tabl
e1:I
dent
if
icat
ionofGami
fi
cat
ionLev
els

Theselev
els,howev
er,donotcommuni
cat
ethequal
i
tyofgami
fi
cat
ionorengagement
provi
dedbythegame.

 Analy
t i
cs:Theproducti
sclassi
fi
edtobeHi ghonAnal y
ticsifattheendofGamePl ay
orCour seCompl et
ionapr edi
cti
veorpr escr
ipt
iveorbehav i
ouranalyt
icsr
eporti s
generated,l
ikeforRecr
uit
mentorHeal thCareorBehav i
ourModi fi
cati
onProducts.
Mostot herproduct
sarelowonanal yt
icsandonl ydescri
ptivereport
sregar
dingthe
pl
ayerper f
ormanceincourseacti
vi
ti
esorgamepl ayisgener at
ed.

 Cont entBuildi
ng & Consumpt i
on:ContentBui l
ding & Consumpt i
on i
s high f
or
productst hatareinteracti
veanduseI ncenti
vi
zingOnl i
ne/SocialActi
vi
ti
esasa
primarygameel ement ,l
ikeHumani
tar
ianorHeal t
hAwar enessrel
atedormostother
gamesi nB2CSegment .Suchgamesoft
encr eatealotofSocialMediaContentand
theirpopulari
tyandsuccessi shugelydependentont hisfact
or.Gamest hatare
playedwithinanorganizati
onaremost
lyrankedlowi nt
hiscategor
y.

 Val
idat
ionfr
om expert
s:Forhi
ghl
yscienti
fi
corspeci
altr
aini
ngf ocussedgames
val
i
dati
onlevelr
equi
rementi
shi
gh.Li
keforgamespr
oducedforhealt
hcaretr
aini
ngs

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 t
hegamedev
elopmentshoul
dbel
edbydoct
orsandheal
thcar
eexper
ts.

 Competi
ti
veness:I
tist
hel
evelofcompet
it
ioncr
eat
edamongpl
ayer
soruser
soft
he
si
mulat
ionproduct
.

The tabl
e bel
ow gi
ves a comprehensi
ver
epor
ton SegmentFeat
ures f
ort
he v
ari
ous
product
s/needsi
dent
if
iedi
nf i
g.15:

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Tabl
e2:Basi
cSegmentRequi
rement
s
The table abov e gi v
es a compr ehensiver eporton I ndustr
y Standards of Pr oduct
Devel
opmentf orv ariousneeds.Itexpl ai
nshowpr oductsarediff
erenti
nv ari
oussegment s
andwhataret hef eaturesProcessbeeneedst owor ktoentereachsegment .Thesefeatures
canlaterbecompar edt oProcessbeepr oductt odeterminewhichsegmenti tcanfalli
nto.
Alsooncewedeci deonPr ocessbeet eam str
engthswecanconcl udewhichsegment scan
beal atertar
getf ort heCompanyandt het ablemaybeusedt orecommendt het eam
exper
ti
seorst ructuretoentereachsegment .

Fornow,Iwi l
lcompar
eProcessBeecapabi
l
iti
eswi
thI
ndust
ryst
andar
dst
ocomeupwi
th
ri
ghtt
argetsegment
sorpr
oducts:

Tabl
e3:Pr
ocessBeeCapabi
l
iti
es

Pr
ocessBeewi
l
lbesui
tedf
orapar
ti
cul
arpr
oductsegmentonl
yifi
trat
esequalt
oorabov
e

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
maj
orit
yofcrit
eri
a’
sint
hatsegmentandi
fitpr
ovi
dessameorbet
tert
ypeofSi
mul
ati
onf
or
t
hatcategor
y.

SchoolLev elLear
ning:Except2 crit
eri
as-Val idat
ion f
rom exper
tsand Customi
zat
ion
ProceeBeehascapabi l
i
tiesbett
erthantheIndustryRequir
ement.Al
soSimulat
ionty
pefor
Schoollear
ningismostlye-l
ear
ningandvideobasedlear
ning.

So,
ifPr
ocessBeepl
anst
odev
elopSchool
Lear
ningPr
oduct
s:

 I
twon’
tneedi
tsf
ull
capabi
l
iti
esi
nSi
mul
ati
on.

 I
twi
l
lhav
etodev
eloppr
oduct
s/gamesonnewcont
ent
.

 Butaspeci
alt
hingaboutschooll
evell
ear
ningist
hatproduct
sar
ecur
ri
cul
um based
andneedhi
ghlevel
ofvali
dati
onthatPr
ocessBeel
acks

 Anotherimpor t
anthur
dleisthatcompani
esi nt
hissegmentprovi
deproduct
sfor
ever
ycl ass.So,ev
enatleastPr
ocessBeewil
lhav
et opr
ovidepr
oductsatOneLev
el
l
ikePrimaryEducati
onorSecondar
yEducat
ionandforal
lsubj
ect
s.

Ani mportantdr
awbackoft hi
ssegmenti sthatitdoesnotaddv al
uetoPr ocessBees’
productli
neofSimulat
ions.IwouldsuggestthatProcessBeeshouldconcentr
ateoni t
s
corethatisSimul
ati
oningeneralandBusinessSimulat
ioninspeci
fici
nsteadofenteri
ng
anewVi deoBasedSegment .

ConceptApplicat
ion/CourseEmbeddedTool ki
t:ProcessBeerankshighorequaltoIndustr
y
Standar
dsi nthisSegmentexceptf orVal idati
onf rom expert
s.Hence,ProcessBeeiswel l
suit
ed to entert hi
s segment .In-
factf ordat a coll
ecti
on,anal yt
ics,Gamif
icat
ion and
Competit
ivenessAv erageIndustr
yst andardsar el ow whil
ePr ocessBee’
scapabil
it
iesare
hi
gh.Hencet hepr oductcancreateawowf act
orifitgetsav al
idati
onbecausevali
dati
onis
hi
ghlyimportantforeducati
onalsect
or .

ManagementCompet i
ti
ons:Themaj orprobl
em forProcessBeeinotherpr
oductsegments
f
oreducati
onalinst
it
utesisv al
idati
onfrom expert
s.OnlyManagementCompet it
ionsare
l
eni
entonthisr
equir
ementandhencei ti
sthemostsuitedProductSegmentforPr
ocessBee
whenconsi
deri
ngEducational
Insti
tutesSegment.

TechnicalSkil
lsTrai
ning:Pr
ocessBeer ankshi ghorequaltotheaver
agei ndustr
ystandards
foronly4at tr
ibut
es.Mor ei
mpor t
antlyPr ocessBeedevelopscasestudybasedsi mulati
ons
whilet echni
calskill
st rai
ning speciall
y one’s used by defense need VirtualRealit
y
Simulati
ons.So,Pr ocessBee can ei thert ar
getthe lowerleveloft raini
ng simulati
on
requi
rement soravoi
dt hi
ssegment .

Corporate Tr
aini
ng Toolki
t:ProcessBee r
anks hi
gh orequalt ot he av
er age i
ndustr
y
standardsfor6attr
ibut
es.Themaj orhurdl
ewouldbev al
i
dati
onf r
om experts.However,a
suit
ableposit
ioni
ngandpenetrat
ionplancanbeusedtoentert
hissegment.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Inducti
on/ice-breakers/Team Bui l
dingToolki
t:Pr
ocessBeerankshighorequaltot he
averageindust
ryst andardsfor7attr
ibut
es.Themajorhurdl
eherewouldbecompet
ingwith
OnsiteBasedSi mulati
oncompani esastheymayprovi
decheaperequal
l
yengagi
ngsolut
ions.
Howev er,i
tcanbeasui t
abletar
get.

Recrui
tment:ProcessBeer ankshi
gh orequaltot heav erageindust
ryst
andardsf or6
att
ri
butesinthi
ssegment .Thesegmentrequi
reshi
ghlev elofanal
yti
csanddat
acol l
ecti
on,
whicharePr ocessBees’USP.Hence,Isuggestitt o bet hegoodf i
tforProcessBees’
capabi
li
ti
es.

Leadershi
pPi
pel
ini
ng:ProcessBeerankshighorequalt
otheaver
ageindust
ryst
andar
dsf
or
6attri
butesi
nthissegment.AgainIsuggestthissegmentbecausethefocusher
eison
Assessmentwhi
chwouldsuitProcessBees’USPandcapabi
li
ti
es.

Traini
ngf orDoctorsandNur ses:ProcessBeerankshighorequaltotheaverageindustry
standardsforonly4at t
ri
butes.Mor eimpor t
antl
yProcessBeedevel
opscasest udybased
si
mul ati
onswhilethesetrai
ningst y
picall
yuseMani ki
nBasedandVirt
ualReal
i
tySi mulat
ions
whichrequirehighinvestmentandal sohighlevelofval
i
dati
onfr
om expert
s.Hence, Iwould
suggesttoav oi
dthissegment .

Pr
eventiv
eCar e:ProcessBeerankshighorequaltotheaver
ageindust
rystandar
dsf or5
at
tri
butesinthi
ssegment .Goodnewsi st
hatitdoesnotr
equi
reVRSimulat
ionandrequir
es
moderatelev
elofvali
dati
onfrom exper
tshenceisamoreappr
oachabl
esegment.

Behav
iourModi f
icat
ion:ProcessBeer ankshighorequaltotheaveragei
ndust
ryst
andards
for6attr
ibutesinthissegment .Howev er,t
hesegmentrequiresgamebasedSimulat
ions
andwil
lbet heri
ghtsegmentf orProcessBeetoenterHeal
thcar
e.

Analyti
csinHealthcare:Although,ProcessBeerankshighorequaltotheav er
ageindustr
y
standardsf
or5at tr
ibutesinthissegment .Butt
hissegmentthri
vesondatacoll
ect
edfrom a
ManikinBasedorVi rtualRealit
ySimul ati
on.So,it
shi ghinvest
mentsandr equi
reshigh
vali
dati
onfrom experts.Hencethissegmentcannotbeappr oachednow.

HealthCareGames/Exer gami ng:ProcessBeerankshi

ghorequalt otheaveragei ndustry
standardsfor5at t
ributesf orthissegment .However
,toenterthi
ssegmentPr ocessBee
needst oi
mpr oveonitsVi sualGraphicsandanimati
onandalsoi
tsSoci
alMediaInt egrat
ion.
It
’sacompl etel
ydiffer
entsegmentandser i
ouschangesi ncurr
entcapabil
it
ieswi l
lbe
requir
ed.Buti t’
seasiertodev el
opt hesegames,lessinv
estmentisrequi
red,thegames

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
r
eachl
argermassesandcanal
sobesol
dtoNGOsandNon-
Prof
itOr
gani
zat
ions.

Gamesf orGood/Humani tarian/Soci alGame:ProcessBeer ankshighorequalt othe

averageindust
ryst
andardsf or5at tr
ibut
esfort
hissegment.Howev er
,toenterthi
ssegment
ProcessBee needs associati
on wi t
h some NGO/ Non- Profi
tOr ganizat
ion.Indi
a has
tr
emendousscopeandspacef ort hesegames.Theyrequi
relessresourcest odevel
opand
providel
argeraudi
ence.Butanot herprobl
em i
stheyarepri
cedless.

Edutainment:ProcessBeer ankshighorequalt ot heaver

agei ndustr
ystandar
dsf or6
att
ributesfort
hissegment .Edutai
nmentgamesar emostsoldi nIndust
ryandwouldbea
goodpl acetoenterifProcessBeeplanstoenterPr
eK-12educati
onsegment.Aproblem i
n
enteri
ng anyB2C segmenti sthatt hi
s segmentistoo crowded and needs a l
otof
adverti
sementexpenses.

4.
5.3PRODUCTBASEDTARGETI
NG:
Ihavebel
owgi v
encompat ibi
li
tyscorest
oProcessBeeforeachproductasinaboveanalysi
s.
Basedonthesecompat ibili
tyscoreswewilldeci
dethreelevelsoftar
getmar ket
.Theones
wit
hScore8andabov ewi l
lbehighlycompati
bleandourdirectmarket
.Theoneswi thscore
7arethenextmar kett
ot argetandtheoneswithscore6ar emarketsforexpansi
on.Overal
l
scoresf
orProcessBeeint hesesegmentsareasfoll
ows:

Pr
oductSegment Scor
es

School
Lev
elLear
ning 7/
9

ConceptAppl
i
cat
ionTool
ki
t 8/
9

ManagementCompet
it
ions 8/
9

Techni
cal
Ski
l
l 4/
9

Cor
por
ateSki
l
lTr
aini
ng 6/
9

I
nduct
ion/I
cebr
eaker
/Team Bui
l
ding 7/
9

Recr
uit
ment 6/
9

Leader
shi
p 6/
9

Tr
aini
ngf
orDoct
orsandNur
ses 4/
9

Pr
event
iveCar
e 5/
9

Behav
iourModi
fi
cat
ion 6/
9

Anal
yti
csi
nHeal
thcar
e 5/
9

Heal
thcar
e/Exer
-Gami
ng 5/
9

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Soci
alGames/Gamesf
orGood 5/
9

Edut
ainment 6/
9

Tabl
e4:Pr
ocessBeeScor
e

Asshowni nt abl
e-4abov eConceptApplicat
ionTool ki
tandManagementCompet it
ions
should be t
he f i
rstdir
ectsegmentwe can t arget.Nextsetoft ar
getar eInducti
on/
Icebr
eakers/Team Bui l
dingandSchoolLev elLear ni
ngandLastshoul dber ecr
uit
ment,
l
eadershippipel
ini
ng,Corporat
eSkil
lTr
aini
ng,Behav i
ourModif
icat
ion,Edutai
nment.Wehav e
j
ustconsideredint
ernalcapabi
li
ti
esandnotexternalcompeti
ti
onforthisanaly
sis.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 CHAPTER5:

STRATUPPOSI
TIONI
NG

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Thissecti
onlooksint
ocompeti
torsandProcessBee’sstr
engthsandweaknessestoproposea
posit
ioni
ngineachsuggest
edt
argetmar
ketforProcessBees’
upcomingpr
oductStr
atUp.

5.
1METHODOLOGYUSED
Themet hodologyusedi ssimpleandst r
aightfor
wardanal ysi
soft argetcustomerusingI n-
depthInt er
viewsandAnal y
sisofCompet i
tor
susingsecondar yr esearchandI ntervi
ews.
Compet itorAnaly sisisdoneonf i
vePar ametersnamel yTargetMar ket
,ProductOf f
ering,
Posit
ioning,Pr i
cingandWeaknesses.Thi sanalysi
si smappedt otheBuy i
ngCr it
eri
a’sto
understandthegapsi ncustomerneedsandCompet it
orsofferi
ngs.Thesegapsar emapped
toProcessbee’ spr oductStr
engt
ht ocomeupwi thaposi t
ioni
ng.Theendr esultofthesei s
CustomerVal uePr oposi
ti
onforeachproductinTargetMarket.

TARGETMARKET

BUYERSIN-
DEPTH
INTERVI
EWS
gi
ves

Compet
it
orsar
erat
ed COMPETI
TOR
BUYI
NGCRI
TERI
A
Agai
nstBuy
ingCr
it
era ANALYSI
i S

COMPETITI
VE
POSI
TIONING

Gapsar
eident
if
iedi
n

Compet
it
ivePosi
ti
oni
ngt
ogi
ve

FEASI
BLE
POSI
TIONI
NGIDEA

Takenf
orwar
dbymappi
ng
CUSTOMERNEEDS& DIFFERENTI
ATED
WANTS OFFERINGBENEFI
TS
Togi
ve

CUSTOMERVALUE
PROPOSI
TION

Fi
gur e16:Met
hodologyusedforPosit
ioning
TheCustomerValueProposit
ioni smentioned usi
ng TheEntrepreneur’
sGui
det
o Cust
omer
Dev
elopment-Cooper&Vl
askov i
tsCPSformat:

Cust
omer
:__
___
___
___
___
___
___
___
___(
whoi
syourcust
omeri
s)

Pr
obl
em:
___
___
___
___
___
___
___
___
___
___
___(
whatpr
obl
em y
ou’
resol
vi
ngf
ort
hecust
omer
)

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Sol
uti
on:
___
___
___
___
___
___
___
___
___
___
___
_(whati
syoursol
uti
onf
ort
hepr
obl
em)

5.
2PRODUCT:MANAGEMENTCOMPETI
TION
BUYERS:

 Col
l
egeSt
udent
s

 FestCommi
tt
ees

 Col
l
egeManagement

BUYI
NGCRI
TERI
A:

 Cer
ti
fi
cat
ion

 GameEngagement

 GameCompet
it
iveness

 Cost

 Br
andVal
ue

5.
2.1COMPETI
TORANALYSI
S:
Thoughev er
yBusi nessSimulati
onGamei sacompetit
ionbutCompani esmost lypr
ovi
de
thei
rsimulat
ionfori n-
houselear
ning,t
rai
ningandr
arel
ycompet i
ti
ons.OnlyChanakyaisan
Indi
anCompanyt hatoffersi
tsSimulat
ionforaCompetit
ion.ChanakyaorganizesNati
onal
LevelCompet i
ti
onsf orManagementSt udent
sandCorporatesbothandal soprovi
desIn-
houseCompet it
ions.Mar gai
saEur opeancompanythatorganizesInt
ernati
onal
Compet i
toneveryy ear
.

Evaluat
ion MARGA Chanaky
a
Paramet er
s

Tar
getMar
ket Compani
esandB-
School
s B-School
s

P Pr
oduct  Onl
i
neCompet
it
ion.  I
nhouse/Nat
ional
Lev
el
Ty
pes Competi
ti
on.
R  3-daySeminaralt
ernat
esbetween
keynotespeechesandlear
ning
O
appli
cati
on.
D
 BlendedLearni
ngVersi
ont o
U supportcl
assroom l
ear
ning.

T Product  WORLDWI DECompeti

ti
onstart
s  Nat
ional
/InhouseCompet
it
ion
Detai
ls i
nNovl ast
sfor6months.3hours
 2day
s
perweek.
 Onl
i
neCompet
it
ion
 Compl
etel
yonl
i
ne.
 Pen-
paperbasedt
rai
ner/
 Fi
netuneMarketi
ng,
Product
ion,
i
nstr
uctorl
edcompeti
ti
on.
HRandFinances.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
  MARGApr ovidessupportl
ike
onl
inecourses,webinar
s,t
utori
ng
tohel
py ouunderstandandexcel
i
nthegame.

 3versi
onsofgame:Indust
ry,
Ser
viceandStr
ategy

Di
str
ibut
ion Onl
i
neDi
sri
but
ion
Model

Tr
aini
ng Yes Yes
Pr
ov i
ded

P Exper
iencei
n 45 30+
Years
O
Leader
shi
p Andr
easE.Ni
ll(
DegreeinComputer
S
Sci
enceandI
nformati
onScience)
,
I
Dr
.Chr
ist
ophHei
nen(
MBA)
T
St
atedUSP 40+Year
sofExper
ience  Asssoci
ati
onwi
thAI
MA
I
Par
tner
swithESMT-EuropeanSchool
of
O ManagementandTechnol
ogy

P Pr
ice Basi
cPr
ici
ng: Basi
cPr
ici
ng:

R  Compet
it
ion:
2960eur
o/t
eam  60thousand/t
eam (
40
st
udents)
I  CompactSemi
nar
:1690/
team
C  BlendedLear
ning:
3380
euro/t
eam
I
Addi
ti
onalchargesf
orManager
ial
N
Semi
nar,Onli
neCourses.
G
Di
scount
s Ev y5tht
er eam memberorev y5tht
er eam Not
hingspeci
fi
c.Negot
iabl
e.
i
nacompanyparti
cipat
esfr
ee.

WEAKNESSES  Hi
ghPr
ice  PenPaperBased

 LongDur
ati
on  LessLev
elofEngagement

Li
nks: htt
p:/
/www.marga.
net
/en/
onl
i
ne- ht
tps:
//www.ai
ma.in/
confer
ences-
competi
ti
on-
vi
deo ev
ents/i
ndust
ry-
speci
fic-

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 i
nit
iat
ives/
business-
simul
ati
on-
pr
ogramme. ht
ml
Pr
ici
ng:

ht
tp:
//www.
mar
ga.
net
/en/
off
er/
pri
ces

Tabl
e5:Compet
it
orAnal
ysi
sforManagementCompet
it
ion
ANALYSI
S:

TheonlyIndianCompet i
torthatconduct sManagementCompet i
ti
onsatCol l
egeLevelis
Chanakya.It’
sbeendoingtheseCompet it
ionsinvari
ouscol
legesinIndiabutthegamei s
moreofacasest udybasedsi mulati
onandhasl essl
evelofengagement .Themaj or
advant
agei thol
dsisAIMAcer t
if
icati
onand30+y ear
sofexperi
encewhileStr
atuphasnone.
ThequestioniscanStr
atupprovidethisservi
ce?

St
ratup Tar
getMar
ketBuy
ingCr
it
eri
a Compet
it
ivePosi
ti
oni
ng
St
rength

40%Cer
ti
fi
cat
ionandAssoci
ati
on Mar
gaandChanaky
a

#2 20%GameEngagement Mar
gaandChanaky
a

#1 20%GameCompet
it
iveness

15%Br
andVal
ue Mar
ga

5%LowPr
ice Tabl
e
6:
Compet
it
ivePosi
ti
oni
ngf
orManagementCompet
it
ion
1.Asshowni ntableabov eMargaandChanakyahav
est rongposi
ti
oni
ngi
nCer t
if
icat
ion
andAssociati
on,Mar gaisassoci
atedwit
htheEuropeanSchoolofManagementand
Technol
ogywhi leChanakyaisassociat
edwithAIMA.Therei snowaySt r
atupcan
posi
ti
onitsel
fthere.

2.MargaandChanakyahavepositi
onedt hemselv
esasbeinganengagi nggame.Mar
ga
goesaheadt osayt
hattheyar
eupdat edandmoder nwhil
eChanaky amakesnosuch
cl
aims.Strat
upcanpositi
onit
selfher ebutt ocompetewit
hot hersStrat
uphasno
evi
dence(cust
omert
esti
monial
setc.)henceitwil
lbeaweakposi
ti
oning.

3.Noneoft hecompetit
orshaveposi t
ionedthemselv
esbasedonGameCompet i
ti
veness
andthisisalsocoi
nci
dentl
ythestrongsuitofStrat
up.St
rat
upunli
kecompetit
orsisnot
j
ustaBusi nessSimulat
ionGamificati
onwi t
hlotofnumbercrunchi
ngdataandpaper
work.Strat
upi saroleplayi
nggamewi t
hav at
arsandthegamei ssimulat
edasan
amalgamationofBusinessStrat
egyandChessconcept sgivi
ngahi ghlev
elofGame
Compet i
ti
venessandEngagement.

Ithi
nkt hi
spositi
oni
ngisj
ust
if
iedforStr
atup,butlet
’sdi
gdeeperwhydidcompanies
tar
geting ManagementCompeti
ti
ons di
dn’tthink ofGame Competi
ti
veness as a
posit
ioni
ng?

Icant
hinkoft
hreer
easons:

a.May
bet
heposi
ti
oni
ngwast
ooobv
ious.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 b.Maybe,thesecompaniesstar
ted30+y earsbackandlear
ningwit
hgameswas
notanacceptedconceptbackthen,sotheyposi
ti
onedthemsel
vesasBusi
ness
Si
mulati
onCompet i
ti
onbutnotgame.

c. May
bet
hesepr
oduct
sact
ual
l
ywer
elowongameel
ement
s.

Any
way
,theposi
ti
oni
ngi
snott
ri
edy
etandwel
lal
i
gnedt
oourpr
oductst
rengt
h.

4.Being in marketfor30+ years bot

h ourcompeti
tor
s hav
e an est
abl
i
shed name.
Processbeebeingastar
tupcannotcompet
einthi
sspher
e.

5.Noneoft he2compet it
orscompet eforalowpr icesegment.BusinessSi mul at
ionshave
i
nf actbeenanexpensi veproductandonl yeliteB-School
stakef ul
ladv ant ageofthese
product
s.Someav er
agecollegest houghtrythem butnotonar egularbasi s.It
’sokayto
keepanaf for
dablepri
cingforStratupbutusingi tasapositi
oningmi ghtr esultinwrong
quali
typercepti
onsandal sorestrictusfrom increasi
ngpri
cesi nfuture.Inal lit
snota
l
ucrati
vepositi
oninginter
msofpr ofit
abi
li
ty.

5.
2.2POSI
TIONI
NGRECOMMENDATI
ON
Mar gaor ganizesInt er
nati
onalCompetiti
onandt hepr oducti scompl et
elyonlinealsoonly
corporatesent erthiscompetiti
on.It
’sagoodupperl i
mi tf orSt
ratuptoreachbutal ongway
togo.Asf orChanaky atheyareourdirectcompeti
tor.Theyhav ebeeni nbusinessforover
30y ears,thegamehasbeenusedov erandov erbyt opB- SchoolsofIndiaandal soby
corporates,theyar eassociat
edwi t
hAIMAandt hatcertificateiscert
ainl
ythei
rUSP.Keeping
thatinmi ndt hereisnowaywewantt ocompet ehead- on.HenceIam pr oposingfoll
owi
ng
Diff
erentiati
onSt r
at egy:

5.
2.3PRODUCTDI
FFERENTI
ATI
ON
Thekeydi f
ferent
iat
orf orourproducti stheGami ngElement.Mostot herproductsinthis
i
ndustryareCaseSt udybasedst r
aightforwardSimul
ationandChanaky aisactuallyapen
paperbasedSi mulati
on,now thisisbot hgoodandbadf orus.Goodnewsi st hatbeing
avai
labl
e on a dev i
ce ourgame becomesmor e at
tract
ive and i
nterest
ing f
orSt udent
Communi ty
.Butbadnewsi swewi llhav etocompet ewithChanaky a’spri
cewhi chi s
approxi
matelyRs.1200perst udentowi ngtothei
rlowcostofoperati
on.Any waysourGame
el
ementi sourstr
engthanddifferenti
ati
onf act
or.

5.
2.4SERVI
CEDI
FFERENTI
ATI
ON
Chanaky
apr ov
idestwo ty
pesofCompet it
on:Nati
onalandIn-house.Bel
ow Ihav
eput
toget
hera tableto underst
and t
he benefi
ts ofand di
ff
icul
ti
es in or
gani
zi
ng such
competi
ti
ons.

BENEFITS/ NATI
ONALCOMPETI
TION I
NHOUSECOMPETI
TION
DIFFI
CULTIES

CostofOper
ati
on Needtohir
eaConference ConvinceanyInsti
tutet
o
Hal
landSetupEnough conducttheWor kshopand
Devi
cesfortheCompeti
ti
onor usetheirr
esources.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Coll
abor
atewit
hanInst
it
ute
ofHighReput
ati
ont
oConduct
theCompeti
ti
on

CostofPr
omot
ingEv
ent Ver
yHi
gh LoworNegl
i
gibl
e

CostofPromoti
on Al
mostSame Al
mostSame
Materi
aldur
ing
Workshop

Audi
enceSi
ze MuchHi
gher MuchLower

Audi
enceReach MuchHi
gher MuchLower

Networki
ng MuchHi
gher MuchLower
Opport
unit
ies

Br
andi
ngOppor
tuni
ty MuchHi
gher MuchLower

Tabl
e7:CostandBenef
itI
n-housev
/sNat
ionalCompet
it
ion
Asshowni ntableabov eaNat ionalCompet it
iongiveswi derr eachandbet teropportuniti
es
toacompanybutPr ocessBeebei ngast art
-upi twil
lbedi ff
icultt omakeanassoci ati
onwi th
anI nstit
ut etoor ganizet heCompet it
ion.Al sot omaxi mi zet her eachandv i
sibi
li
tyr i
ght
associationwithahi ghlyreputedI nst
it
utionwi llberequired.Inl ackofsuchassoci at
iont he
costofOr gani
zingt heev entmay bealothi ghandr eturnsmaynotbeasexpect ed.HenceI
woul dsuggestt hatPr ocessbeef oray earconduct ssomeI nhouseCompet it
ionandt hen
l
ookf orwardtoor ganizi
ngaNat i
onalGame.Thi sgivest henew companyt i
met olearon
howt oor gani
zethesegames.Theywoul dl earnthemat er i
alt hatisr equi
redtoexplaint he
gameandal sounder standatwhatcompl exitystudentslear nander form bett
er.Thust hese
In-
houseCompet i
t i
onsgi vePr ocessbeet henecessar yt estingoft heirproductandser vi
ce
anddi rectrevi
ewsaboutsame.

Chanakyastar
tedbyorgani
zi
ngNat i
onalCompeti
ti
on.Aftergai
ningrecogni
ti
ononNational
Pl
atfor
mi twasinv
itedt
oconductin-
HouseCompet i
ti
onsinv ar
iousColl
eges.Let
’sl
ookint
o
whythiswastheri
ghtwayforChanakyabutnotf
orProcessbee.

a.Fir
stl
y,Chanaky
ahadAI
MA’
ssuppor
tandaf
fi
li
ati
onwhi
chmadei
teasyt
oval
i
dat
e
theproduct
.

b.Secondly
,Chanakyais a pen and paperbased compet
it
ion whi
ch reduces i
ts
operat
ioncostandt
est
ingt
imebot hdrast
ical
l
y.I
tal
soeasesthecorr
ect
ionprocess.

c. Thi
rdl
y,i
twasoneofaki
ndsi
mul
ati
oncompet
it
ionor
gani
zedatr
eal
l
ysmal
lpr
ice.

WellProcessBeehasnonesoImai ntai
nthatPr ocessBeecannotcompet ehead-
onwi th
Chanakya.I
tneedstomakeadi f
ferentPositi
oningandgai nt
rustandvi
sibi
li
tyi
nsmal lways
beforei
nvestingi
naNationalLevelEv ent
.Soasal readymentionedIconti
nuewiththeIdea
ofapproachingColl
egesforIn-HouseWor kshops.Thiswon’tneedanyl essvali
dationor
test
ingSoProcessbeeshouldremember2t hi
ngs:

a.Itshoul
dtrytoor gani
zet hecompeti
ti
onatsmal
lerInst
it
uteswhoarenotcur rent
ly
usingSimul
ations.Thiswayi tgetsthehol
doft hemar ketcurr
ent
lyuntapped.It
start
stheprocessofcr eati
ngaBrandImageandalsocont i
nuestot
estit
spr oduct

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 f
unct
ioni
ngandi
mpr
ove.

b.Onei never
ytenInst
it
uteswher
eweor ganizeourgameshoul
dbeinawellreputed
Inst
itut
ewhichhasusedotherSimul
ationsbecauseweneedtocheckourProduct
againstot
hercompeti
tor
sandri
setotheirl
evel
andbeyond.

Nowhavi
ngsuggest
edt
hatPr
ocessbeeneedst ogofrom I
n-HousetoNat
ionalLev
elIwi
l
l
f
urt
herr
ecommendtwowaysi
nwhichProcessbeecanachi
evethis.

Processbees’majorpainpointi
slackofCert
ifi
cati
onespeci
all
ywhenwear ecompet
ingwit
h
AIMAaf fi
l
iatedChanakya.Therearetwosoluti
onstothi
sproblem andhencet
woway sIam
recommendi ngforProcessBeetoentert
hisspace:

1.We make use ofourWor kStyl

e Profi
l
e and gi
vethatasan assessmentand
cer
ti
fi
cat
ionfr
om Pr
ocessBee.Nowthereare2majorpr
obl
emsi
ndoingso:

a.Vali
dit
yofourWorkStyleProf
il
eisnotcurr
entl
yavai
labl
eandhencej
usti
fyi
ng
suchar epor
twi
thoutanyacademici
nsti
tut
ionbacki
ngit,
won’
tbeeasy.

b.Wear
erunni
ngourAnal
yti
csandgi
vi
ngi
tawayf
orsmal
lornopr
ice.

Havingsaidt hatIwouldsayOurWor kStyl

eReportisourServ
iceDi
ff
erent
iat
or,i
t
di
ff
er ent
iat
esourr eport
ing st
ylef
rom ot
herCompeti
tor
sand comeswithal otof
Advantagesforusl
ike,

a.I
tisanewanduni
queof
fer
ingandhencemi
ghtgr
abey
ebal
l
s

b.Low Rankingoncertai
nparamet ersincr
easest
hedesi
ret
oimpr
oveand
mighti
ncreaser
etur
ningpar
ti
cipants.

c. Evenatleast,i
tget
speopleacquai
ntedt
othei
deaofsuchanal
yti
csdri
ven
repor
tsandwi l
lhel
pusi nfut
urewhenwetr
ytogett
heserepor
tsval
i
dated
andacceptedbyCorpor
ates.

HenceIwouldr ecommendev enifwer eceivelow pr

iceweshouldoff
erWor kStyl
e
Prof
il
easar eportfrom Pr
ocessbeeandgetpeopl eacquit
tedtothi
sidea.However,
convi
nci
ngColl
egeStaffonj
ustoffer
ingt
her epor
tandnocerti
fi
cat
ionmaybedi
ff
icul
t.

2.Secondsoluti
onisnotdoi ngtheChanaky awayofCompet it
ionandbypassingt he
val
idati
ngofgamebyPr ofessorsatf i
rsti
nstanceinst
eadletthem bespectators.So
i
finsteadofconduct i
ngIn-houseCompet i
tonsforInsti
tut
es,Isuggestweof ferour
Compet i
ti
onto CollegeFest si nform ofawor kshop.Col l
egeFestsof tenhav e
workshopsandmostB- Festslast2day swhichisperfectforourGameplayaswel l
.
Sowet akeanhoursessi onexpl ai
ningthegamepl ayandt hebasi
csrequi
redf orthe
gameandai dstudentsduringtheirgameplay .

ADVANTAGES:

a.Weby
passt
hedi
rectcompet
it
ionwi
thChanaky
a

b.OurCer
ti
fi
cat
ionr
equi
rementwi
l
lbef
ulf
il
ledbywhi
chev
ercol
l
egei
sconduct
ing
t
hefest
.

c. Weneednott
alkt
othePr
ofessor
sfort
hecompet
it
ionappr
oval
.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 d.Wegett ocommunicat
eourproducttostudent
sfr
om mul
ti
pleschool
s.Lar
ger
audi
enceandBet
ternet
wor
kingchances.

e. Wegetachancet
odemonst
rat
eourpr
oductt
othecol
l
egest
aff
.

DI
SADVANTAGES:

a.Ourcostofoperati
onmaybemoreinsuchscenar
iobecausewear
einv
itedby
st
udentsandnotthecol
l
egemanagement
.

b.Wemi ghtneedsomet
rai
ningmat
eri
alorwor
kshopki
tto bedi
str
ibut
edt
o
st
udents.

Mysuggest
ioni
sthel
att
ersol
uti
onf
ort
hef
oll
owi
ngr
easons:

1.I
tgi
vesamor
egul
l
ibl
edeci
sionmakert
oappr
oach.

2.Thekeyr
equi
rementforaFestOr gani
zeri
sanent
ert
aini
ngBusi
nessRel
ated
Gamewhi
chsuit
sareproductof
fer
ing.

3.I
tgivesusawi
deraudi
encebot
htot
estourpr
oductonandt
opr
omot
eour
pr
oductt
o.

5.
2.5CUSTOMERPROFI
LING
TocomeupwithausefulCust
omerValueProposi
ti
onIwi
l
lbel
ow t
ryt
omapCust
omer
Pr
ofi
l
eofaB-
FestOr
gani
zertoourPr
oductOf
feri
ng.

CUSTOMERPROFI LE:TheFi gbel

owexpl ainstheneedsofaB- Festorganiz
erintermsofa
game.Theirgeneralrequi
rementi
sahi ghlyengaging,enter
tai
ningandi nnovat
ivegamethat
takesBusi
nessRul esandScenari
ostojudgepar t
icipant
sf r
om allmanagementst r
eams.The
rulesoft
hegameshoul dbecri
spandcl eartoensur easmoothgamepl ayandfairunbi
ased
j
udgement .Al
sotheypr ef
eracert
if
icat
ewi ththefestnameoni t.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Fi
gur
e17:Cust
omerPr
ofi
l
e

5.
2.6PRODUCTPROFI
LING
AsshowninFi
gurebel
owourpr oductoff
eri
ngsfort
hissegmentar
eli
stedt
omat chthe
cust
omerprof
il
eandthei
rneeds.Ourproductnotj
ustsat
isf
iest
heCustomerwantsbutal
so
paci
fi
est
wooutofthreecust
omerf earsenl
ist
ed.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Fi
gur
e18Pr
oductOf
fer
ingst
omat
chCust
omerPr
ofi
l
e

5.
2.7CUSTOMERVALUEPROPOSI
TION
Ihavebel
owsummar izedtheproductof
fer
ingsi
nter
msofbenef
it
stocust
omert
ocomeup
wit
haCust omerVal
uePr opsi
ti
on:

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
FUNCTI
ONALBENEFI
TS:

1.I
tisauniqueBusinessSi
mulati
onbuiltonthegameofchessandperfectf
ora
managementcompet i
ti
onaseacht eam t
akessixf
unct
ionalr
olesofanorgani
zat
ion:
HR,Marketi
ng,
Finance,I
T,Operat
ionsandStrat
egy.

2.Ourgamecompl
exi
tyandcompet
it
ivenesscanbechangedt
osui
tthepl
ayer
s.

3.I
tgi
vesy
oucl
earwi
nner
s(asat
eam)att
heendoft
hegame.

ECONOMI
CALBENEFI
TS:

1.TheSchoolj
ustpaysfort
hegamepl
ayf
oreachpar
ti
cipant
.Wedonotchar
geany
amountforourpr
oduct.

2.Ourteam wi
l
ltakecar
eofexpl
aini
ngandf
aci
l
itat
ingt
hegamepl
ay,
youj
ustneedt
o
bereadytor
eceiv
eallappr
eci
ati
on.

EMOTI
ONALBENEFI
TS:

1.Wear ej
ustor
ganizi
ngthegameforyouandwewon’tt
akeanycreditf
ory
ourev
ent
.
Thatiswhywealwayspart
nert
owr i
teyournamef
ir
stonthecer
tif
icat
eswe
di
stri
bute.

BasedontheCust
omerPr of
il
eandProductOf
fer
ingsMappi
ngIwoul
dsuggestf
oll
owi
ng
CustomerVal
ueProposi
ti
onfort
hist
arget:

CUSTOMER-“
Fort
hesmar
tB-
Festor
gani
zi
ngCommi
tt
ee.

PROBLEM -Weunderst
andthedif
fi
cult
ytosi
mulatecomplexBusi
nessDeci
sionMaki
ng
Scenar
ios.Soweenabl
eitanengagi
ngandenter
tai
ninggameformat.

SOLUTION–St r
ategi
cDecisi
onMaki
ngfrom al
lManagementSt
reamshavebeen
condensedi
ntotheGameofChess,whi
chisperfectt
obepl
ayedasateam ofsi
xfr
om
di
ffer
entManagementStr
eamsofaB-School
.

Soor
gani
zey
ourB-
Fest
,leav
ingt
het
askofdesi
gni
ngt
her
ightgameonus.

EMOTI ONALBENEFI
T-Wearej
ustor
ganizingt
hegamefory
ouandwon’ttakecredi
tfor
yourevent
.Thati
swhyweal
wayscol
laboratet
owri
tey
ournamefi
rstonthecert
ifi
cat
eswe
dist
ri
bute.

FUNCTIONALBENEFI
T-UseourproductasaGameoraTwo-
DayWor
kshopt
ogi
vey
our
festa“
uni
que,
engagi
ng,
exper
ient
iall
earni
ngedge.
”

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 5.
3PRODUCT–CONCEPTAPPLI
CATI
ON/COURSEEMBEDDEDTOOLKI
T
BUYERS(
DECI
SIONMAKERS)
:

 Col
l
egeManagement

 Col
l
egePr
ofessor
s

BUYI
NGCRI
TERI
A:

 Cour
seScope

 Dept
hofLear
ning

 Chal
l
engi
ngCompet
it
ion

 Anal
ysi
sRepor
t

 Tr
ainerPr
ofi
l
e

5.
3.1COMPETI
TORANALYSI
S
Thought hecor eofev eryBusi nessSi mulati
onisManagementCompet it
ionbutov ert
ime
BusinessSi mul ationshav egai nedahi ghershar
eofmar ketintraini
ngandl earni
ngspher e.
BusinessSi mul ationsar eext ensivelybeingusedtoaidclassroom learni
ngusi ngt hei
r
experientiallearningf eat ure.Top50B- Schoolsi
nIndiahavebeenusi ngSimulati
ons
regularlywi t
ht heirlect ures.Ther eare2way si
nwhi chSi
mul ati
onsar eusedf orlearni
ng
purposes: Fi
rstly,asanext ensionofcour seorsubjectwheresimul ati
onper f
ormanceal so
addst ot hecour secr edit.Secondl y,toteachcert
ainconceptslikeacour seinMar ket
ingto
explainjustt heBr andingConcept .Ther eare2bignamesi nindust r
ythathav eoffered
simulationt ocol legeswor ldwideCapst oneandStratXsoIobv i
ousl yusedthem f or
Compet it
orAnal ysis.The3rdCompet i
torIhavechosenisKnolskape, ayoungcompanywi t
h
j
ust7y earsofexper i
ence.Thet ablebelowcompar estheofferi
ngs, posi
tioni
ngandpr iceof
theset hreecompani es:

Evaluat
ion CapSi
m St
rat
XSi
mul
ati
ons Knol
skape
Paramet er
s

Tar
getMar
ket BusinessSchool
sand BusinessSchool
sand Busi
nessSchool
sandCor
por
a
Corporat
es Corporat
es

P Pr
oductTy
pes  Simul
ationproduct
s  Busi
nessSimul
ati
on  BusinessSimulati
onsf
toai
dBusi ness GamesforMarket
ing specif
icconcepts:Lead
R
Lear
ning. andStr
ategy andSt r
ategy,
Sales,Pri
O Cri
sisManagement ,
IT
 Simulati
onProducts  Simulat
ionGames
Management ,ITProjec
D toprovide forRecr
uitment
.
Managementet c.
assessmentsf oran
U
i
ndividual
,curr
icul
um  Si
mulati
onGamesf
or
C assessment, Recr
uit
ment.
accredit
ati
on
T  Scenari
obasedAssess
benchmar ki
ng.
Tools.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Noof 6: 6Si
mul
ati
onPr
oduct
s 20+offt
heshelfproduct
sfor
pr
oduct
s cour
sesinCol
leges.
3forExper
ient
ial
Busi
ness
Lear
ning

3f
orAssessment

Product  Simulation-based  Marketi

ngand  BusinessSimulat
ionof
Detai
ls assessmentt oolfor Str
ategySimulat
ion conceptstoimprove
i
ndividual,class, whereteams experi
enti
allear
ning.
curr
iculum and competeagainst
 20+of
ftheshel
fpr
odu
accreditat
ion eachotheroragainst
benchmar ki
ng. theSimulat
ion  I
nvolvi
ngRolePlay
san
Model. Acti
vi
ti
est omakesess
 Integrat
ingcase
i
nter
activ
eandfun.
studiesandbusi ness  Customizabl
e
model swithonline accordi
ngtoClass
simulati
ont echnology Size.
forcustomi zed
 Vary
ingcompet
it
ion
l
ear ni
ngpr ograms
l
evels.
 expertl
ivesuppor
tfor
 Cl
oudbased
al
l i
nstr
uctor
sand
pl
atf
orm.
student
s

 af ai
l-safetechnology
platform ofmi r
rored
server sfor
mai ntaini
ngzer o
downt i
me

Customi
zat
ion Yes No Yes,
onl
yforCor
por
ates
Prov
ided

Tr
aini
ng Tr
ainedI
nst
ruct
ors, Tr
ainedInstr
uctors, Tr
ainedI
nst
ruct
ors
Pr
ov i
ded Pr
ov i
desInstr
uctor
CourseBooksf
orSel
f-Ai
ded
Tr
aini
ngst oProfessor
s.
Lear
ning,
Exper
tli
vesuppor
t

Di
str
ibut
ion Year
lySubscr
ipt
ion YearlyLi
censef
oraclass, Year
lySubscr
ipt
ion.
theamountispaidby
Persessi
onchar
ges.
student.

P Exper
iencei
n 30+ 30+ 7Year
s
Years
O

S
Leader
shi
p Presi
dentDanSmith,
MBA Founder,
Jean-
Claude Founder,Raj
i
vJayaraman,
Gra
I
fr
om Kell
oggSchoolof Larr
éché,Al
fr
edH.Heineken BITSPILANI,MBAINSEAD

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
T Management
,Publi
shedhi
s Pr
ofessorofMar
ket
ingat
fi
rstSi
mul
ati
ontext
bookin I
NSEAD
I
1985.
O
St
atedUSP  Thef i
rsttoofferreal
-  Desi
gnedand  Of
fer
ingAwardWi
nni
n
N worldonlinebusiness appr
ovedbyI
NSEAD Si
mulat
ions
si
mul ati
onsfor Prof
essor
s
I  Gamifi
edCl
oudbased
corporatetr
ainingand
 Associ
ati
onswit
h pl
atf
orm.
N academi ccurri
cula.
TopB-School
softhe
 Skil
lanaly
ticst
oPr ov
id
G  30+yearsof worl
d.
AccurateAssessments
exper
ience
acceler
atelear
ningpro
 Reachof100,
000
 Has3pl
atf
orms:
peopl
eeveryy
ear.
o Aktiv
360–f or
 Associ
ati
onswit
hTop
feedbackand
B-
Schoolsoft
he
assessment.
worl
d.
o Akt
ivLearn–ga
LMSPl at
for
m.

o Akti
vCase–Ca
Basedlear
ning
assessmentpl
a

 Prov
idesKnol
i
verist
y
Accr
edit
edCerti
fi
cati
on
l
evel
s:

o Prof
essional
Cert
if
icati
on.

o Speci
ali
tyCer
ti
f

o MasterTrai
ner
Cer
ti
ficat
ion

Awards/  Top20Learni
ngGamif
Accol
ades/ CompanyintheWor
ld
Feat
uredIn 2015

 Peopl
eMatt
ers'
HR'sC
f
orTal
entManagemen

P Pr
ice Approx.$99perstudent Approx.$55perstudent I
n2012itwasApprox.1,
250e
regi
strat
ionfeei
.e.Appr
ox. regi
strat
ioni.
e.Approx. usef
oraclasssi
zeof25.
R
Rs.6,648/st
udent Rs.3698/student
i
.e.Rs.3756perst
udentperse
I

C
Di
scount
s
I

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
N

Tabl
e8:Compet
it
orAnal
ysi
sforConceptAppl
i
cat
ionTool
ki
t
ANALYSIS:Wear ecomparing3compani eshereandallthreehavedifferentposit
ioni
ngof
approxi
matelysi
milarof
fer
ing.Theirdi
str
ibut
ionandpr i
cingisal
soqui tediff
erent.The
majortar
getofCapsim andStrat
Xar eEducati
onalInst
it
utesthemaj ortargetforKnolskape
i
sCor por
atesbuttheyhavealargercli
entbaseofeducationali
nsti
tutes.Alsoitshares
cl
ientswit
hCapsim andStrat
Xandhencewi l
lbenicetoanalysethem.

CapSi
m hasaful
l
-fledgedmanagementstrategysimulat
ioni
.e.i
tteachesbasi
csof
managementf
orall str
eamstheseSi
mulationsareavail
abl
easawor kshopf
or2daysand
sessi
onsar
efaci
li
tat edbyCapst
onefaci
l
itator
s.

Strat
XhasSi mulati
onst oteachMar keti
ngStrat
egyl i
keMar kSt
ratforteachingMarketi
ng
Strat
egy,BrandProforteachingBrandingConceptset c.t
heseSimulati
onsar eprovi
dedona
yearl
ysubscript
iontoeachst udentandar emostlyintegr
atedwiththecour seandav ai
l
abl
e
formult
iplesessions.Str
atXpr ov
idestrai
ningtofaculti
estoself-
faci
li
tatetheSimulati
on.

Knol
scapeprovidesSimul
ationsspeci
fi
cconceptsindiff
erentStr
eamsli
keEqui
tyResear
ch
Si
mulati
onforFinance,Pr
iceRightMar
keti
ng,i
Leadf orLeadershi
pet
c.TheseSi
mulat
ions
ar
eprovidedforsingl
eusedependingonClassStrength.

St
ratup Tar
getMar
ketBuy
ingCr
it
eri
a Compet
it
ivePosi
ti
oni
ng
St
rength

35%Cour
seScope

20%Dept
hofLear
ning St
rat
X

#2 20%Chal
l
engi
ngCompet
it
ion CapSi
m,St
rat
X

15%Pr
ice

#1 5%Anal
ysi
sRepor
t Knol
scape Tabl
e
5%Tr
ainerPr
ofi
l
e CapSi
m 9:

Compet
it
ivePosi
ti
oni
ngf
orConceptAppl
i
cat
ionTool
ki
t
1.Asshownintabl
eaboveIhaveputBr andsagainstBuy
ingCri
teri
aaccordingt
othei
r
posi
ti
oni
ng.Thefi
rstBuy
ingCrit
eri
aisCour seScopebutnoneoft heCompanies
posi
ti
onthemsel
vesagainstt
hisCri
teri
a.Theremaybet hef
ollowingreasonf
orthi
s:

a.CourseScopethoughisst
rongbutavaguecr
it
eri
aandchangeswi
thpur
pose
ofusingsi
mulati
on.Henceitmakesnotmuchsensef
orcompani
estomake
thi
sclai
m.

b.Str
atXandCapSi
m makesubt l
ecl
aimsofhavi
ngi
mpr ovedmul
ti
-f
oldwi
th
ti
meandhenceIguessitbecomesdif
fi
cul
tforar
elat
ivel
ynewcompanyto
makeclai
msofbeingbett
erthant
hesetwo.

2.ThoughCapsi
m,Knol
scapeandot
her
sal
ltal
kaboutusef
ulnessoft
hei
rlear
ningbut

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 onl
ySt rat
Xr eall
yclai
msi
t.I
t’
sadi
ff
icul
tCri
teri
atocl
aim becauseitneedstobe
val
idatedwi t
hsomeCustomerTest
imonial
s.HenceIwon’tsuggestProcessBeet
o
Posit
ionitselfhere.

3.BothSt
ratXandCapSi
m posi
ti
ont hemselvestobechal
lengi
ngandcompet
it
ive
si
mulat
ionsandcompeti
ngagainstthei
rlevel
ofexperi
enceandval
i
dati
onwil
lbe
di
ff
icul
tsoIagai
ndon’
tsuggestthisPositi
oni
ng.

4.Pricei
sanimportantbuyi
ngcri
ter
iabutl
owpr i
cecannoti
tsel
fatt
ractcustomersi
n
factasIear
li
erexplai
nedIwon’
tsuggestthi
sposi
ti
oningforpr
ofi
tabil
it
yreasons.

5.Knol
skapeposit
ionsit
sel
fagainstthi
sbuyingcri
teri
acl
aimingt
ouseSki ll
Analy
tics
andprovi
deaccurat
eassessment swhichaccel
eratesl
earni
ngprocess.Anal
ysi
s
Repor
tisthestr
engthofProcessBeesowewi ll
laterdi
gdeepert
oseehowwecan
posi
ti
onStrat
UpagainstKnolskape.

6.CapSim posi
tionsit
selfforTrainerPr ofi
leandCapSim beingawor kshopbased
productcanlever
ageuponi t
.Butf oranewcompanyt odef endthemselvesagai
nst
CapSim canbedi f
fi
cult.Al
soposi tioningStrat
UpforTrainer’
sprovidedwil
lput
addit
ionalpr
essureandcostt ohi rehi ghprofi
l
etr
ainer
sf oroursession.SoIwoul
d
suggesttoavoidthisposit
ioning.

5.
3.2POSI
TIONI
NGRECOMMENDATI
ON
Whenmappingcompaniesagai
nstthebuy
ingcr
it
eri
aIwasamazedtof
indthatnoneof
t
hesecompaniesdi
rect
lyposi
ti
onthemsel
vesagai
nstt
opmostbuyi
ngcri
ter
ias.

Compani esli
keCapSiml ev
erageonbeing“Thefi
rstt
oof f
erreal
-worl
donlinebusiness
simulati
onsforcorporat
etrai
ningandacademiccurr
icul
a.”
.CapSim hasmat ur
edand
cateredtotopglobalcompaniesandB-School
sandhencet hei
rproductscope,depthi
ssel
f-
vali
dated.

St
rat
Xsimi
larl
ydoesn’
ttal
kmuchaboutthei
rSi
mulati
onScopeandSt
rengt
hsbutt
heyuse
Cust
omerTesti
monial
stoprov
etheri
chnessoft
heirsi
mulat
ions.

Sowi thmucht houghtandlookingatothercompani esposi t

ioni
ngIf i
gur
edthatwhile
Collegesl
ookf orCourseScope, depthoflear
ningandCompet i
ti
on,Companiesdon’tdi
rect
ly
goaheadt oclaim anyofthese,inst
eadtheyuset heirexperi
ence,Cli
entProfi
le,
Customer
Test i
moni
alsandAwar dstoprov ei
t.Henceitwil
lbedi ff
icul
tforProcessbeetoclai
mf or
thesespots.

Anot
herinter
est
ingPosi t
ioni
ngisofKnolskape.Thechal l
engewasforKnolskapetoposi
ti
on
agai
nstCapSim andStratXandKnolskapeinsteadoftalki
ngaboutSimulat
ionScopeor
Dept
htalksabouttheStrengthandFlexi
bil
it
yoft heproductli
ket
hePlatfor
mt heyuseor
Anal
yti
csandbacksi tupusingit
sKnol i
ver
sit
yAccr edi
ti
onandmul t
ipleawards.Now

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
Pr
ocessbeehasnoAccr edi
ti
onandAwar dsbuti
tcandef
ini
tel
yuseitsProductStr
ength,
Pl
atf
orm andAnalyti
cs.AsKnol
skapebeingayoungcompanyisournearestcompeti
torI
woul
dfurtheranal
ysethei
rposi
ti
oningbefor
econcl
udi
ngforProcessBee’
sStrat
up.

Knolskapehasa7- yearexper i
encei ntheindustryandhasgivenitsproductforrecr
uitment ,
compet encymappinget c.ButKnol skapehasaweakposi t
ioningforEducati
onal I
nsti
tutes.
Itposit
ionsitspr
oductf orbetterSuccessi onPlanni
ngandRecr ui
tment.Alsoi t
sproductf or
assessmentandl earningaredi f
ferent.Soi fPr
ocessBeeposit
ionsSt r
atupusing3in1ki nd
ofapproachanddi ffer
entiat
esi t
sof feri
ngswel l
,sti
l
lmaint
ainingthecompet i
tivepri
cing.It
maybeabl etocompet ewi t
hKnol skapei nsamespace.Hence, Ibelowproposeasui table
Diff
erenti
ationSt
rategy:

5.
3.3PRODUCTDI
FFERENTI
ATI
ON
Themostv aluedfeatur
einaSimul at
ionforeducationalInst
it
utei stheexperi
ent
iall
earni
ng
andretent
ion.ButmostprofessorsItal
kedwi thduringIDI’
sbelievedthatperf
ormance
feedbackorassessmentisalsoanI mportantFeature.ManyIndi anProfessor
sactual
lythi
nk
thati
twouldbebet teri
fMarkstr
athadi ndi
vidualevaluat
ionratherthanteam assessments.

CapstoneandKnol
skapewhichhaveassessmentproduct
sdon’tusual
lyuset hosei
n
combinati
onandprov
idegener
alassessmentforB-
Schooltr
aini
ngs.Thuswecan
di
ffer
enti
ateourpr
oductonbasi
sofitsAssessmentandAnalyti
cscapabil
i
ties.

Anotherdif
fer
ent
iat
ioni
sthatwhil
evari
ousSimulat
ionsconcentr
ateonjustScenar
iobased
deci
sionmakingwegoast epfur
therandaddteam dynamicsandworkplacecul
tur
etoour
Simulat
ion.

5.
3.4CUSTOMERPROFI
LING
Tocomeupwithausef
ulCVPIwi
l
lbel
owt
ryt
omapCust
omerPr
ofi
l
eofaB-
School
toour
Pr
oductOf
fer
ing.

CUSTOMERPROFI LE:Thegeneralsi
mulati
onr equi
rementofaB- Schooli
sahi ghly
compet i
ti
veSimulationthatmodelsneedsoft hecourseorconceptindepth.Schoolsthat
usesimulati
onarel ooki
ngf or
wardtoscenariobasedexperient
iall
earni
ngforstudentsand
mostpr of
essorsIinterv
iewedwereofv i
ewt hatSimulati
onsneedtogobey ondj ustl
earni
ng
theyneedtoprescribeareaswhereamanagementgr aduat
emayi mproveandhow.TheFi g
belowexplai
nstheSi mulati
onneedsofaB- School asIunderst
oodthroughSecondar y
ResearchandIn-Dept hI
ntervi
ewswithprof
essor s.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Fi
gur
e19:Cust
omerPr
ofi
l
eforConceptAppl
i
cat
ionTool
ki
t

5.
3.5PRODUCTPROFI
LING
AsshowninFigurebelowourpr oductof
feri
ngsforthi
ssegmentar
eli
stedt
omat chthe
cust
omerprofi
leandt hei
rneeds.Ourproductnotj
ustsat
isf
iest
heCustomerwantsbutal
so
paci
fi
est
hef ear
senlistedintheCustomerProfi
le.

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Fi
gur
e20:Pr
oductPr
ofi
l
eforConceptAppl
i
cat
ionTool
ki
t

5.
3.6CUSTOMERVALUEPROPOSI
TION
Ihav
ebel
owsummar
izedt
hepr
oductof
fer
ingsi
nter
msofbenef
it
stocust
omer
:

FUNCTI
ONALBENEFI
TS:

1.I
tisa360°Busi
nessLear
ningSol
uti
on:

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 Figur
e21:ProductPosi
ti
oni
ng
a.I
tpr
ovi
desRi
skf
reelear
ningforBusi
nessGr
aduat
es.

b.Studentsfacereal businessScenar
ios,Compet it
ionPressur
eandI nter
nal
Conf l
i
cte.g.St
udentneedst oacquir
eat err
it
or yandplanthei
rDistri
buti
on
thereandasCompet i
torlaunchesaproduct,studentneedstochangepr i
cing
toretaint
hemar ketshar eandwhi l
eallthi
sst udenti
sgoingthrougha
performanceappr aisalcycl
eandhisquar t
erl
yappr ai
salsdependonhi s
performanceduringt hegameandpeerr evi
ew.

c. Studentsr
ecei
veaconst
antf
eedbacksandperf
ormanceassessmentt
hrough
peersandgetaWorkSty
lePr
ofi
leReportwhi
chratest
hem onManageri
al
Skil
ls.

d.HenceourSi
mulat
ioncompl
etest
hecy
cleofl
eani
ngt
hroughappl
i
cat
ion,
f
eedbackandimpr
ovement.

2.St
udentget
samor
etr
uthf
ulpeerf
eedbackont
hei
rper
for
mance.

3.Inaddi
ti
on,st
udentget
sanon-i
ntrusi
verepor
tont
hei
rper
sonal
i
tyandmanager
ial
ski
ll
s.St
udentscanusethi
sassessmentto

4.ProcessBee’
sWor
kSt
yleRepor
tisanal
yti
csbasedandi
tcanbeusedwi
thSt
udent
CVsorResumes.

ECONOMI
CALBENEFI
TS:

1.Fort
hepr
iceofBusi
nessSi
mul
ati
on,
your
ecei
vea360°Busi
nessLear
ningSol
uti
on.

EMOTI
ONALBENEFI
TS:

1.Gety
ourMBAGr
aduat
esBusi
nessReadyandast
epaheadi
ncompet
it
iont
ogett
hei
r

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 dr
eam j
ob.

BasedontheCust
omerPr of
il
eandProductOf
fer
ingsMappi
ngIwoul
dsuggestt
hef
oll
owi
ng
CustomerVal
ueProposi
ti
onfort
hist
arget:

CUSTOMER-Fort
henewageB-
School
s

PROBLEM –WeatPr
ocessBeeunder
standhowdi
ff
icul
tthecompet
it
ioni
stodayt
olandt
he
ri
ghtj
ob.

SOLUTION–Our360°Busi nessLear ni
ngSolut
iongivesst
udentsaRiskFreeEnvi
ronmentt
o
appl
ytheconcept
st heylearnincollege,makereal
timebusinessdeci
sionsandseethe
i
mpactofthei
rdecisiononbusi ness.

Gi
veyourst
udentst
hegif
tofouranal
yti
csbasedNon-I
ntr
usiveassessment
,whi
chr at
esthe
st
udent
son6impor t
anti
ndust
rydemandedManageri
alSkil
l
sandgi vest
hem achanceto
i
mproveandgetBusi
nessReadywhil
esti
ll
inColl
ege.
”

STRATUP=Lear
n+Appl
y+Assess+I
mpr
ove

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 CHAPTER6:

PRI
CINGFORSTRATUP

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE
 RECOMMENDATI
ONS

APARNAMI
SHRA(
CB.
BU.
P2MBA15015) AMRI
TASCHOOLOFBUSI
NESS,
COI
MBATORE