Doing Business

Globally
  What is Your Business?
 Design a product or venture

 Consider Your Market

How Do  Identify your Target Market
We Do
Business?  Put together a Marketing
Mix
 Develop your Product
 Monetize your Product
 Get & Retain Customers

 Grow Your Business

 Create a Value Chain
 Expand Your Business
What is Your Business?

 In groups, use your newly

discovered Knowledge Worker
skills to design a new product
or business venture

 It can be anything you want,

from a new flavor of Coca-Cola
to something truly innovative
Consider Your Market

 Identify a Target Market for

your product

 Segmentation
 Targeting
 Positioning
 Target Market

• Identifying market niches that are underserved,

not attractive to competitors, yet profitable to
Segmentation the enterprise. Typical segmentation includes
demographic, geographic, behavioral, and
psychographic.

• Strategies and programs for capturing the

Targeting targeted market segment.

• Strategy for setting the enterprise apart from

competitors on key attributes important to the
Positioning customer. What is the value proposition?
Positioning could also include strategies from
creating entry barriers to competitors.
Market Segmentation
Demographics

 Age
 Marital Status
 Gender
 Ethnic Background
 Income
Geographics

 Local
 National
 International
 Regional
Behavioral

 Benefits
 Usage Rates
 Patterns
Psychographics

 Activities
 Personality & Values
 Attitudes
Consider Various
Target Markets 

Can you position your

product to appeal to
just one or several?
Put Together a Marketing Mix

 Develop & Monetize Your Product

 Get & Retain Customers

 Product / Service
 Price
 Place
 Promotion
 Marketing Mix

Product/ Promoti
Price Place
Service on
Understand Do
the competitive Develop
analysis and location and Target and
customer
value financial evaluate
distribution
proposition homework

Channel
Functionality members
Attributes List price Channel
Appearance motivation Advertising
Discounts Market
Time Promotion
Allowances coverage
Quality Geographic Sales force
Packaging Financing locations Public
Warranty Leasing Logistics relations
Support Cycle time
Service
 Product Development
C
o
1%ofof
m 1%
gamesmake
make
games
m 36%of
36% of
er revenues
revenues
ci
Product   
Top20%
20%
al Top
Testing make97%
make 97%
ofrevenues
of revenues
  
Prototype Bottom80%
Bottom 80%
make3%
make 3%- -
Median
Median
$2,000
$2,000
Feasibility & Analysis

Screening Ideas

http://www.streamingcolour.com/blog/2011/09/28/results-ios-game-revenue-survey/
 Product Life Cycle

Introductory Growth Maturity

Decline Stage
Stage Stage Stage

Total
Market
Sales

Time
https://en.wikipedia.org/wiki/Market_share_of_personal_computer_vendors
Laptop replaced PC and
Tablet replaced Laptop
What is Replacing the
Tablet?
Next?
 Idea Evaluation

Technical and Market Assessment

Product Design and

Prototype

Product Testing

Commercial Start-up
PRODUCT DEVELOPMENT

Time to market
Investment
Market Introduction

Growth and Competitive Turbulence

CYCLE

Maturity
PRODUCT LIFE

Decline
Sales

Breakeven
to
to
to
The

even.
break
n time
shorte
goal is

market
or time
Price

 Monetization in Business:

How Can we Generate the Most

Money??
Revenue Comparison
Between Industries

 Music Industry
 Box Office
 Games
Music Industry Revenue
Global Box Office Revenue
Global Games Market
What’s Next?
 Discussion:

 Differentiate between
Monetization Models
 To what extent does industry
dictate monetization?
 How does price function?
What are the Top Brands?

 http://www.forbes.com/powerfu
l-brands/

 WHY are these brands

successful??
Top Brands
V
al
u
e
s
Benefits

Attributes
Maslow’s Hierarchy
Customer Value
Proposition: How Do we
Get Customers?
 Selection
 Quality
 Service
 Price
 How Do we Retain Customers:
Using Community

Customer Relationship
Management Transform them to
members who belong Retain lost
Persuade the Convert them to advocates customers
Identify Identify first time in getting new customers
potential prospects customer to Make them partners
customers or out of the buy
suspects suspects Make repeat
customers
Customer Life Cycle
How Does Business Grow?

 Create a Value Chain

 Expand Your Business

What is a
Value
Chain?
 Global
Value
Chain

 Businesses
use value
chain analysis
to determine
how to best
get a product
or service out
to market and
keep it
vibrant.
https://kunnskapsverket.org/sites/default/files/Redefining%20the%20Value%20Chain%20of%20Video%20Games%20Industry