how to assess internet opportunities
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How to Assess How to Assess Internet Internet
OpportunitiesOpportunitiesMarc KramerMarc Kramer
Wharton School of BusinessWharton School of Business
marc@kramercommunications.comarc@kramercommunications.comm
Instructor’s BackgroundInstructor’s Background Marc Kramer, author of “Web Sites Built to Marc Kramer, author of “Web Sites Built to
Last” published by Adams Media and Last” published by Adams Media and “Financing & Building an E-Commerce “Financing & Building an E-Commerce Business” published by Prentice Hall Press, Business” published by Prentice Hall Press, has been president/CEO of five e-commerce has been president/CEO of five e-commerce businesses and has written the business plan businesses and has written the business plan for 30 e-commerce businesses. Marc has a for 30 e-commerce businesses. Marc has a marketing consultancy, marketing consultancy, www.kramercommunications.comwww.kramercommunications.com, and serves , and serves as project faculty at the Wharton School of as project faculty at the Wharton School of Business. Marc has a master’s in Business. Marc has a master’s in management from Penn State University and management from Penn State University and an undergraduate degree in journalism from an undergraduate degree in journalism from West Virginia University.West Virginia University.
““Starting & Re-Establishing Starting & Re-Establishing an E-Commerce Businessan E-Commerce Business
Assessing OpportunitiesAssessing OpportunitiesDeveloping a Business PlanDeveloping a Business PlanDeveloping a Marketing PlanDeveloping a Marketing Plan
Global Market Global Market OpportunitiesOpportunities
According to the Computer Industry According to the Computer Industry Almanac there are 934 million Almanac there are 934 million Internet users world wife.Internet users world wife.
Spanish Speaking Spanish Speaking OpportunitiesOpportunities
There are 25 million Spanish There are 25 million Spanish speaking Internet users outside the speaking Internet users outside the United States.United States.
Spanish Speaking Spanish Speaking Opportunities by CountryOpportunities by Country
Country
Population Internet Users
(CIA's World (CIA's World
Factbook) Factbook)
Argentina 38.74 million
4.65 million
(Computer Industry Almanac)
Bolivia 8.58 million 78,000
Brazil 182.03 million
22.32 million
(Computer Industry Almanac)
Chile 15.66 million
5.04 million
(Computer Industry Almanac)
Colombia 41.66 million
1.87 million
(Computer Industry Almanac)
Costa Rica 3.89 million 384,000
Cuba 11.26 million 120,000
Dominican Republic 8.71 million 186,000
Ecuador 13.71 million 328,000
Spanish Speaking Spanish Speaking Opportunities by CountryOpportunities by Country
El Salvador 6.47 million 40,000
Guatemala 13.90 million 200,000
Mexico 104.90 million
13.88 million
13.8 million
Nicaragua 5.12 million 20,000
Panama 2.96 million 45,000
Paraguay 6.03 million 20,000
Peru 28.40 million
4.57 million
(Computer Industry Almanac)
Puerto Rico 3.88 million 600,000
Spain 40.21 million
13.44 million
(Computer Industry Almanac)
Venezuela 24.65 million
2.31 million
(Computer Industry Almanac)
12 Ways to Assess 12 Ways to Assess OpportunitiesOpportunities
1.1. Google and Yahoo search for similar companiesGoogle and Yahoo search for similar companies2.2. Contacting department of commerce Contacting department of commerce
(http://www.peru.gob.pe/)(http://www.peru.gob.pe/)3.3. Contacting the World Bank (www.worldbank.com)Contacting the World Bank (www.worldbank.com)4.4. Contacting the chamber of commerce Contacting the chamber of commerce 5.5. Contacting trade associations (www.asaenet.org)Contacting trade associations (www.asaenet.org)6.6. Conducting an online survey (Conducting an online survey (www.surveymonkey.comwww.surveymonkey.com))7.7. Contacting investment banksContacting investment banks8.8. Contacting commercial banksContacting commercial banks9.9. Buying research reports (www.buyusa.com)Buying research reports (www.buyusa.com)10.10. Contacting potential customersContacting potential customers11.11. Contact mediaContact media12.12. Contact venture capitalistContact venture capitalist
Google and Yahoo Search for Google and Yahoo Search for Similar CompaniesSimilar Companies
Develop a spread sheet with key Develop a spread sheet with key wordswords
Run a key word search Run a key word search Make a list of the companies that fitMake a list of the companies that fitNarrow the list downNarrow the list down
Contacting Department of Commerce Contacting Department of Commerce (http://www.peru.gob.pe/)(http://www.peru.gob.pe/)
Contact the office of economic Contact the office of economic developmentdevelopment
Contact office of foreign tradeContact office of foreign tradeContact the American Embassy and Contact the American Embassy and
ask for the Commerce Liaison Officerask for the Commerce Liaison Officer
Contacting the World Bank Contacting the World Bank (www.worldbank.com(www.worldbank.com))
Contact the research departmentContact the research departmentContact the Latin American economic Contact the Latin American economic
development deskdevelopment desk
Contacting the Chamber of Commerce Contacting the Chamber of Commerce (www.chamberfind.com)(www.chamberfind.com)
Look at the web site for the Look at the web site for the American-Peru Chamber of American-Peru Chamber of CommerceCommerce
Contact Executive DirectorContact Executive DirectorContact membership directorContact membership director
Contacting Trade Contacting Trade Associations Associations
(www.asaenet.org)(www.asaenet.org)Look at web site and do key words Look at web site and do key words
searchsearchContact membership directorContact membership director
Conducting an Online Survey Conducting an Online Survey (www.surveymonkey.com)(www.surveymonkey.com)
Ask friends and business colleagues Ask friends and business colleagues what they think of the ideawhat they think of the idea
Ask friends and business colleagues Ask friends and business colleagues if they are familiar with similar if they are familiar with similar business conceptsbusiness concepts
Contacting Investment Banks Contacting Investment Banks (http://ezinfofind.com/2004/download.asp)(http://ezinfofind.com/2004/download.asp)
Contact investment banks and ask Contact investment banks and ask for bankers in the industry you are for bankers in the industry you are researchingresearching
Contact stock analystContact stock analyst
Contacting Commercial Contacting Commercial BanksBanks
Contact branch managersContact branch managersContact commercial loan Contact commercial loan
departmentsdepartments
Buying Research Reports Buying Research Reports (www.buyusa.com)(www.buyusa.com)
Research reports typically cover all Research reports typically cover all of the major players and some of the of the major players and some of the minor playersminor players
Contact the researchers who wrote Contact the researchers who wrote the reports for names of businesses the reports for names of businesses they left out and for their insights they left out and for their insights into the industryinto the industry
Contacting Potential Contacting Potential CustomersCustomers
Speak to potential customers to find Speak to potential customers to find out who they buy fromout who they buy from
Speak to potential customers to ask Speak to potential customers to ask them what they think of competitorsthem what they think of competitors
Contacting the mediaContacting the media
Contact business editors who receive Contact business editors who receive press releases dailypress releases daily
Contact reporters who speak to Contact reporters who speak to companiescompanies
Contact free lance writers Contact free lance writers
Web Sites to Find Demographic, Geographic Web Sites to Find Demographic, Geographic and Business Climate Informationand Business Climate Information
Buy USA-http://www.buyusa.gov/peru/en/82.htmlBuy USA-http://www.buyusa.gov/peru/en/82.html Cyber Atlas-www.cyberatlas.comCyber Atlas-www.cyberatlas.com United States Census Bureau-www.census.govUnited States Census Bureau-www.census.gov Central Intelligence Agencey-www.cia.govCentral Intelligence Agencey-www.cia.gov Peru Peru
Opportunities-http://www.denperu.com/denexe/oportuOpportunities-http://www.denperu.com/denexe/oportuni-e.aspni-e.asp
Trade Trade Mission-http://www.osec.doc.gov/latinamericatrademiMission-http://www.osec.doc.gov/latinamericatrademission/ssion/
Economic Economic Development-http://www.amarillas.com/default.asp?Development-http://www.amarillas.com/default.asp?country=2country=2
Government Web Government Web Sites-http://www.psr.keele.ac.uk/official.htm#P Sites-http://www.psr.keele.ac.uk/official.htm#P
Surveying Potential Surveying Potential BuyersBuyers
A minimum of 100 surveys (Conjoint A minimum of 100 surveys (Conjoint Survey Survey http://www.questionpro.com/conjoint/) will http://www.questionpro.com/conjoint/) will provide enough feedback to determine if provide enough feedback to determine if test market should be done. test market should be done.
The survey should be short so respondents The survey should be short so respondents will take the time to answer. will take the time to answer.
One paragraph description of the project.One paragraph description of the project. Five to 10 questions-preferably five.Five to 10 questions-preferably five. Source for buyers to survey Source for buyers to survey
(www.greenfieldonline.com)(www.greenfieldonline.com)
Sample Survey QuestionsSample Survey Questions
1.1. Do you buy products and services through the Do you buy products and services through the Internet?Internet?
2.2. How much money do you send a year through the How much money do you send a year through the Internet?Internet?
3.3. Would you buy this product or service over the Would you buy this product or service over the Internet?Internet?
4.4. Who do you buy from currently?Who do you buy from currently?5.5. What online service do you admire the most?What online service do you admire the most?6.6. What is the best way to market to someone like What is the best way to market to someone like
you?you?7.7. What would cause you not to buy from us?What would cause you not to buy from us?8.8. Do you rely on anyone for advice when Do you rely on anyone for advice when
purchasing?purchasing?
Developing a Business Developing a Business PlanPlan
Executive SummaryExecutive Summary Description of Product or ServiceDescription of Product or Service Marketing DescriptionMarketing Description Marketing StrategyMarketing Strategy Sales StrategySales Strategy Revenue StreamsRevenue Streams Client Retention StrategyClient Retention Strategy Competition and Competitive AdvantageCompetition and Competitive Advantage Management BiosManagement Bios Operations PlanOperations Plan Five-Year FinancialsFive-Year Financials 24-Month Cash Flow24-Month Cash Flow
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