Business plan of starting up a viral web service bridging online video with e-commerce In Chinese market

The proliferation of broadband network and smart portable devices dramatically change the video service consumption behavior of Chinese millennials who are quite different from elder generation. This thesis presents a business plan for launching a new web service VideoTag for them. Based on tablets and smart phones, VideoTag integrates network video playback, social network features for users to share their watching experiences with their friends and e-commerce function for users to access the commodities and services shown in the video. The business plan is composed of the following parts: service introduction, market opportunity, competitor analysis, marketing strategy, operation plan, financial projection and management team. The service introduction chapter delivers a detail description of the service and its business model. The market opportunity chapter introduces social context including demographics, macroeconomics, policies and technical context and key popular technology used in the industry. The competitor analysis chapter introduces several key competitors and analyzes VideoTag's competitive advantage. The marketing strategy chapter introduces how to achieve network effect in this typical multi-sided network scenario through various marketing measures. Operation plan and financial projection for the first three years is also presented.

Department dc:contributor.department

Sloan School of Management.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2015

Author dc:creator

• Zhang, Zhenning, S.M. Massachusetts Institute of Technology

Advisor dc:contributor.advisor

• Joost Paul Bonsen.

• Sloan School of Management.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/98982

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/98982