Download - Final Consultation Presentation for PSP
Post Script Production Final Presentation
Market analysis Is there a market?
What is the competition?
Scope of Work
Identify a pricing strategy
Feasibility Technology – a complex application
Can it be executed?
Capital What are the costs associated with this development?
Scope of Work
Recommendations and Exploration of Alternative future
Internal Analyses SWOT VRIO
External Analysis PESTEL
Porter’s 6 forces Target market
Potential market share App market saturation
Financial Analysis 5 year discounted cash flow analysis
Sensitivity and scenario analysis
PSP Model Canvas
Key Findings
There is essentially no Software Middle Class. Only winners
and Losers. Most are Losers, even when the products are well-made due to high competition, availability and low cost leadership.
Software Development, Product Testing and Marketing are Active and costly Expenses
Most Software Developers operate with a similar business model as TV stations, utilizing themselves as Ad Platforms; creating and facilitating mostly free content, selling small amounts of
products and selling lots of Ad Space and Customer Segmentation Information
The Software Industry makes the majority of their revenue
from B2B, Enterprise, Multiprogram Packages or Commissioned development
Price (PC) Capabilities (PC) Market Size (Mobile)
The major difference between PC and Mobile Software:
Overview
Overview
In-App Advertising
There are 4 main Software choices.
Paid (One time or Subscription) Paidium (Purchase with in-app purchases)FreeFreemium:
In-App Purchase
In-App Upgrade
3 major operating systems for software
The consumer software industry is moving to mobile
Overview
Personal Computer vs Mobile
Personal Computer vs Mobile
Mobile Software Economy
Mobile Software
Google Play Installs 50,000,000 - 100,000,000
Mobile Software Business Models
Mobile Software Success
Mobile Market Size
Census 2013
Mobile Market Share
Tablets
Smartphones
Apple Vs Google Mobile
Mobile Software Usage
Mobile Software Usage
Mobile Software Usage
comScore (2014) The US Mobile App Report
Mobile Software Usage
Apple
3,840 avg. minutes per month 153 minutes per month
Total Photo/Video Pinterest
38 minutes per month
10 minutes a month would be difficult to acquire
Mobile Customer Acquisition
Search Ad Campaign
Google Analytics Benchmark Averages for Bounce Rate
• 40-60% Content websites • 30-50% Lead generation sites • 70-98% Blogs • 20-40% Retail sites • 10-30% Service sites • 70-90% Landing pages
10k-30,000 Visitors a year who see more than one page or
action
1k-3,000 installs at a 10% conversion rate would be good
Competitive AnalysisStory Creation App Story Creation Software Story Creation Website
Adobe Voice Free, Premium
StoryCatcher Free, Premium
StoryRobe $0.99
StoreHouse Free
Explory Free, Premium
Present Free
Broadcastr Free
HistoryPin Free
Stellar Free
Snapchat Free
Instagram Free
Youtube Free Free
Facebook Free Free
Vine Free Free
Video Memoir $24.99
OneStory Free, Premium Free, Premium
Exposure Free
Cowbird Free
Storify Free
Interlude Free, Premium
Dejehouti Free, Premium
Racontr Free, Premium
Mindlogr Free, Premium
My Memories Are Free, Premium
My Life Here on Earth Free
Red =Major Target Segment Competitor Blue = Major Social Sharing Competitors
Competitive Analysis
StoryCatcher
Adobe Voice
Interlude
Target Market Mainstream Market State of the Art
Competitive Analysis
Editor Social
Story Telling
Financial
Financial
Conclusion
Looking at the research, we would conclude there is too much risk and
cost involved to move forward with the development of PSP software
Without a clear path-to-market and technical expertise in the
industry it will be difficult for PSP to compete in a market with high fragmentation, low industry success and high competition
Capital and Resources will be better served Scaling the current business
Alternative Conclusion
use minimal marketing & development capital
If the project was to move forward we would suggest
primarily target females 18-45 with strong family values, social media consumption and photo & video app experience.
use freemium model and in-app ads
start with iPhone and iPad
frame the brand around demographic and psychographic profile
build up website & marketing appeal with engagement metrics