alawi nadim taufiq 1609080 battaglia riccardo david 1240696 dlutowska joanna 1538750 lanzi ...
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r OO miversity.com . - Improve your experience abroad -. Alawi Nadim Taufiq 1609080 Battaglia Riccardo David 1240696 Dlutowska Joanna 1538750 Lanzi Francesco1554138 Todoro Valentina 1302025 Zunino Diego 1261932. AGENDA. Business Idea Market Analysis - PowerPoint PPT PresentationTRANSCRIPT
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ALAWI NADIM TAUFIQ 1609080
BATTAGLIA RICCARDO DAVID 1240696
DLUTOWSKA JOANNA 1538750
LANZI FRANCESCO 1554138
TODORO VALENTINA 1302025
ZUNINO DIEGO 1261932
rOOmiversity.com - Improve your experience abroad -
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AGENDA1. Business Idea
2. Market Analysis2.1 Competitors2.2 Buzz
3. Business model
4. 2.0 tools
5. How to implement the community
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1.BUSINESS IDEATHE ESTIMATION OF DEMAND AND ASSESSMENT OF TEST CITIES
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BUSINESS IDEA
THE CREATION OF A COMMUNITY FOR EXCHANGE STUDENTS Core idea Housing issues
Complementary “services” Information sharing
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THE CORE IDEA
Finding accommodation abroad for short periods is not easy
Additionally renting out accommodation in home country for short periods can also be problematic
Providing a total solution for the housing issues of exchange students
BUSINESS IDEA
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2.MARKET ANALYSIS THE ESTIMATION OF DEMAND AND ASSESSMENT OF TEST CITIES
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SOURCES USED
ERASMUS Market as the first Market
Data easily available
From European Commission (Good Data)
A.Y. 2009/2010 (Recent Data)
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OUTGOING STUDENTS
SE TR DK FI RO SK SI HU AT LT GR PT NL UK BE FR CZ PL DE IT ES0
5000
10000
15000
20000
25000
401 402 447 462 477 530 917 975 995 1075 1125 1172 1522 1711 1780 1876 22614038
8978
11690
20992
Outgoing Students
Outgoing Students
Main Outgoing Students: Italian and Spanish
Advantage in trying to solve language issues which could affect IT and ES students
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INCOMING STUDENTS
Language issues (II) the other side of the coin Try to manage a bargaining for a three months sub-let with an Italian
Landlord… Italy and Spain as the main markets
ES IT SE DK DE FR PT UK BE NL NO CZ AT PL IE SI FI GR MT0
5000
10000
15000
20000
25000
Incoming students per Country
Incoming Students
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CITY BREAKDOWN
CITY INCOMING population INCOMING/POPULATIONLOVANIO 1093 89185 1.23%LUND 798 82800 0.96%LINGBY 451 50609 0.89%SIENA 430 54543 0.79%GRANADA 1862 240661 0.77%SALAMANCA 1152 155740 0.74%VAXJO 378 55600 0.68%SANTIAGO DE COMPOSTELA 600 95092 0.63%COIMBRA 622 101069 0.62%
No Capital (and Business) Cities offer more sophisticated
Erasmus Student population pounded wrt City Population
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WORLDWIDE MARKET
OECD data: Anglo-Saxon countries favorite destinations Longer Stays (more than one year study programmes) Different Needs Markets for expansion
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WRAPPING UPrOOmieversity.com will focus on:
ERASMUS market: Spain and Italy
Greater Effort in University Cities such as: Granada Salamanca Santiago de Compostela
Siena
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2.1. COMPETITORSTHE EVALUATION OF COMPETITORS
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COMPETITORS
Direct Competitors
Classified advertising
Product/service specialized: house/apartments/room rentals
Community specialized: students room rentals and sharing
• Pros and Cons
Indirect Competitors
Universities Official Websites
Social Networks (classified advertising)
• Pros and Cons
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Direct CompetitorsClassified Advertising
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Direct CompetitorsProduct/Service specialization: house/apartments/room rentals
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Direct CompetitorsCommunity specialization: students room rentals and sharing
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Pros CONs
Free Easy to edit/use Network effect (big volumes attract big
searches) Fast searchability Foster sense of urgency dailyness Basic design and no frills
Subject to obsolescence Lack of moderation/feedbacks Low reliability and scams Lack of accountability (safety)
Accuracy Advance searchability (filtering) Moderations and feedbacks Integrated payments Ad hoc user interface and design
Subscription fees or pay per use models Membership and registration Chicken & egg problem
DIRECT COMPETITION PROS & CONS
Classified advertising
Services specialization
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Pros CONs
Reviews and peer reccomendations Sense of belonging to the community Social networking (the party effect) Exclusivity
Poor usability Lower market size and supply Low spending user profile (deal lovers)
Currently updated information Accuracy Advance searchability (filtering) Moderations Accountability
Expensive (fees) Not specialized on students’ needs Local
DIRECT COMPETITION PROS & CONS
RE Agencies
Communities specialization
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Sample of a list of local specialised websites suggeste by the university official website. (e.g Amsterdam)
Official university websites with internal tools or sections with accomodations classifieds
Indirect CompetitionUniversities Official Websites
University official Websites (accommodations services)
National Students Websites (accommodations services)
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Indirect CompetitionSocial Networks (classified advertising)
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Pros CONs
Free Ease of use Expertise on student issues Info on oncampus/college solutions Direct channels Already part of the application process
Limited range of solutions Expensive solutions are provided
Free Easy to edit/use Network effect (big volumes attract big
searches) Fast searchability Foster sense of urgency dailyness Basic design and no frills
Subject to obsolescence Lack of moderation/feedbacks Low reliability and scams Lack of accountability (safety)
INDIRECT COMPETITION PROS & CONS
Universities’ websites
Social Networks (classified ads)
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2.1. POPULARITY OF THE TOPICWHAT TYPE OF COMPETITORS DO WE HAVE? WHERE DO WE POSITION OURSELVES?
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SOME CONSIDERATIONS FROM A FIRST SEARCH
The topic is highly inflated: no risk of low search volumes
2 main websites at the global level:
• CraigsList
• Gumtree• (and Easystanza in Italy)
Not focused business: not only housing services but other ecommerce purpose
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FROM FORUMS, BLOGS & DISCUSSIONSBINGSOCIAL, TWITTER, IGOOGLE..
Main issues • Length of the stay
• E.g. “Finding the accommodation (in Switzerland) for short term rent is extremely difficult especially in big cities..”
• You will simply be not able to rent an apartment (even for sharing) from an agency. As the minimum required stay is 1 year and you have to provide them with all sort of guarantees. In addition they will prefer someone with longer term over you.
• University actual role/help • Scammers• Unappealing interfaces• Specific needs (vegetarian, celiac people, etc..)
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WHAT PPL THINK OF CURRENT WEBSITESCRAIGSLIST
Global websites are good but not enough.
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MOST COMMON PROBLEMS
Scams
Reliability
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ANSWERS, THREATS & OPPORTUNITIES
Alternatives• RE websites• Other less known or local websites• Paper solutions• Universities officeOther considerations • No one else has the same traffic• Communities not a solution 28
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Old fashioned, unappealing interface
ANSWERS, THREATS & OPPORTUNITIES
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Swapping for lower-end homes, rooms, etc..
ANSWERS, THREATS & OPPORTUNITIES
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3.BUSINESS MODEL
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BUSINESS MODEL
Complementary goods Mobile phone application (fee) Coupon service
Bids
Personalized Pages financed by
Universities which want to have ‘premium
services’ for students
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Strenghts• Efficient information sharing service• Turnover of users over time• The first community for only exchange
students• Growing number of exchange students• Big market • Neccessity of service
Weaknesses• Many direct and indirect competitors• Strong names to overcome • Network effects of competitors
Opportunities• Becoming the reference/official website for
Exchange Students• Increasing importance of communities• Specificity of exchange (period)• Network effects • Scammers in existing websities• Complementary activities • Relationship with universities
Threats• Legal issues• Lack of trust in communities
SWOT
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HOW TO OVERCOME LEGAL ISSUES
Agreements with landlors
Partnership with universities
Disclaimers to accept to join the community
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4. ‘2.0 TOOLS’
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HOW TO IMPLEMENT 2.0 TOOLSCommunity & Forum
Upload content, Feedback/comments & Folksonomy
Map + Geotagging
Application for smartphones
Augmented reality
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INWARD-FACING SMSkype
- Main communication meanWiki & Calendar sharingFoursquare
- All employee will always be geolocalized Twitter
- For the upper managment
Yammer - Knowledge sharing - Innovation contests
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TIMELINE INWARD-FACING SM
SkypeWiki &
calendar sharing
FoursquareTwitter Yammer
When we’ll be more
numerousBasic social media to start
with
Last step
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TeamsBetter teamwork and
sharing of ideas
Projects Better progress tracking
and collaboration
KnowledgeLocate info to do your job
(internal SN)
Admin/trainingBroadcast company
policies and education
INWARD-FACING SM
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INCENTIVES HOW TO STIMULATE ’INTERNALS’?-AWARDS: the more you participate and keep updated your material, the more you will be rewarded (monetary incentive and others)
-STATUS: the more you are proactive, the more you stimulate cooperation and communication among members, the higher your ‘2.0 profile status’ higher powers
-INTERNAL MARKET: internal market for projects and tasks. Wages will be partially on a variable base. If you want to earn more, check what goes on on all internal platforms!
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COMPANY INNOVATION KICK-OFFOnce a year, employees are invited for a weekend in a location where they have to develop a new innovative idea for the company.
The follow up proceeds during the year through social tools’ support such as Wiki, Blogs, the community.
At the end of the year the best innovation is awarded with a proper prize (e.g. Holiday, Devices, Coupons, etc..)
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OUTWARD-FACING SMFacebook & Twitter (profile of the community + logo)
- Clients can post opinions, questions, announces participate Linkedin & Xing
Email & Newsletter- This will be a mean to communicate wih the outside but not as
internal tool cause by definition doesn’t enhance knowledge sharing
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MarketingPublic content to built web
traffic
Public relationsMonitor/comment on
product /service
HR/ recruitingLocate new employee
CXOAs leader, share opinions
and knowledge
OUTWARD-FACING SM
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WORLD MAP OF SOCIAL NETWORKS (JUNE 2011)
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Other country specific social networks:
- Iwiw in Hungary- Nasza-klasa in Poland- Hyves in Netherlands- Lidé in Czech Republic- Mixi in Japan- Draugiem in Latvia- Wretch in Taiwan
OUTWARD-FACING SM LOCAL SN
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5. HOW TO IMPLEMENT THE COMMUNITY
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Pre-Launch Campaign
Community La
unch
Contest: «Create rOOmiversity Logo»
COMMUNITY IMPLEMENTATION
Agreements
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AGREEMENTS:
Contacting national embassies
Relations with universities (dorms and scholarships)
COMMUNITY IMPLEMENTATION
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PRE-LAUNCH CAMPAIGN:
Contest: «Create rOOmiversity Logo»
Social-Marketing (intensive advertisement Campains on the most popular Social Networks, Blogs and Universities’ websites)
Newsletter
COMMUNITY IMPLEMENTATION
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University
City
University
City
Coming from Going to
rOOmiversity
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A HARD WORKING TEAM