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ONLINE MARKET PLACE
ONLINE MARKET PLACE
STRATEGIC AGILITY
STRATEGIC AGILITY
• Untuk merespon peluang
dan ancaman langsung
yang telah di identifikasi
• Suatu perusahaan harus
memiliki kemampuan
untuk berinovasi untuk
memperoleh keunggulan
kompetitif
A PROCESS FOR ONLINE MARKET
PLACE ANALYSIS
A PROCESS FOR ONLINE
MARKET PLACE ANALYSIS
Proses analisis pasar yang
harus di tinjau adalah
1. Customer segment
2. Search intermediaries
3. Intermediaries, influencer
dan media
4. Destination sites
LOCATION OF TRADING IN THE
MARKETPLACE
LOCATION OF TRADING IN THE
MARKETPLACE
• Review of market place
channel structure
• Location of tradng in the
marketplace
• The importance of multichanel
marketplace model
REVIEW OF MARKET PLACE CHANNEL STRUCTURE
LOCATION OF TRADING IN THE MARKET PLACE

Berryman et al (1998) menciptkan

kerangka kerja yang bermanfaat ,
di bagi menjadi 3 yaitu
1. Seller-controlled
2. Buyer-controlled
THE IMPORTANCE OF MULTICHANNEL MARKETPLACE
DIFFERENT TYPE OF ONLINE INTERMEDIARY AND
INFLUENCERS
DIFFERENT TYPE OF ONLINE INTERMEDIARY AND INFLUENCERS

Jenis-jenis perantara untuk mempromosikan suatu produk

1. Directories (such as Yahoo!, Excite).
2. Search engines (AltaVista, Infoseek).
3. Malls (BarclaySquare, Buckingham Gate).
4. Virtual resellers ( own‑ inventory and sell‑ direct, e.g. Amazon,
CDNow).
5. Financial intermediaries (off ering digital cash and cheque
payment services, such as Paypal).
6. Forums, fan clubs and user groups (referred to collectively as
‘virtual communities’).
7. Evaluators (sites which perform review or comparison of
services)
THE IMPORTANCE OF SEARCH ENGINE
THE IMPORTANCE OF SEARCH ENGINE
• Merupakan perantara utama bagi perusahaan yang
memasarkan produk mereka melalui online
• Banyak orang sekarang yang mencari suatu perusahaan
atau produk melalui web
BUSINESS MODEL FOR E-COMMERCE
BUSINESS MODEL FOR E-COMMERCE
ONLINE PUBLISHER AND INTERMEDIARY REVENUE
MODELS
ONLINE PUBLISHER AND INTERMEDIARY REVENUE MODELS

1. Cpm
2. Cpc
3. Sponsorship of site sections or content types
4. Affiliate revenue (CPA, but could be CPC)
5. Transaction fee revenue
6. Subscription access to content or services
7. Pay-​per-​view
8. access to documents.
9. Subscriber data access for email marketing
VALUING INTERNET START-UPS
VALUING INTERNET START-UPS
Faktor fakor penting untuk keberhasilan perusahaan di masa
depan
• Biaya untuk mendaptkan pelanggan melalui pemasaran
• Margin kontribusi per pelanggan
• Pendapatan rata-rata pertahun
• Tingkat churn pelanggan
VALUING INTERNET START-UPS
Enam kriteria menilai suatu perusahaan
• Konsep
• Inovasi
• Eksekusi
• Traffic ( jumlah pengunjung)
• Pembiayaan
• Profit
THANK YOU