HAMMERKIT NOKIA WRT ELEMENTS

Pasi Saukkonen

Andrea Sarvia

Christin Kosemund

Jari Havukainen

Our Mission

The first mobile schooling timetable in the mass markets that students can access

everywhere without using the computer.

Strategic Intent

Be the first to offer social and generic mobile schooling application in the Finnish

markets.Key actions:Develop a free demo versionMobile advanced version downloadable

directly from the web against 2€ price Strong mass marketing actions

Business Enviroment - Market

University Students in FinlandTotal aprox. 300 000

168500

121000

14000

University

UAS

Metropolia

The use of mobile devices among young people has grown significantly

Mobile phone’s purposes of use are to grow in the futureYoung people are apt to these changes

Business Enviroment - Market Students with Nokia’s mobile phones Prioritized customers Metropolia students

(14000) Our ambition is to sell the application

students everywhere in Finland International expansion is a choice to

consider as well After all, our application should not be tied

to certain data system or country

MACROENVIRONMETAL CHANGE – Possibilities and Threats

Political Economical SocialTechnologica

lEcologic

OPPORTUNITY

Students as customers and developres states/towns/ institutions iniatives

Our consepts universalityUnlimited global marketsTrend sensitive customers

Lack of centralized schooling ttLess common timetablesMore difficult for students to master their time”One have others want” phenomenon

The future role of the mobile phoneUniversal supportive end-devices (Nokia phones)

People move, data transfers

THREATNo political barries

Confined to NokiaFirst-moverLittle recourcesCustomers paiyng capacity

Students abided by old habitsBig diffusion threshold

Too little supportive end-devices (in Fin.)Reluctance to adapt new tech.

Business Enviroment - Market

Evaluations

In the end of 2013 How many users? 70000

How many buyers? 40000

How much would they pay? 1,99 €

Note: Modest user objectives for the year after launching as the marketing developing actions still in progress

Business Enviroment - Market

Buying behaviour trend:

Free app markets are likely to mature by the year 2013

Advanced app markets are not likely to mature in the near future

It is almost impossible to capture the whole market potential in this segment

COMPETITION ENVIRONMENT - THREATS AND OPPURTUNITIES

CUSTOMERS CURRENT COMPETITORS

POSSIBLENEW

ENTRANTS

SUB-SUPPLIERS

OPPURTUNITY GlobalYoung and adaptiveProne to marketingUniversal needsCheap priceHuge marketChance to sell our app to schools

Low competition intensity (iTable)Not as effective user-experiencesOnly individual applications (no communal features) New things in big org. Do happen slowlyFirst moversCheap price

Current ambition to compete relatively lowHave not yet discovered the potential (the need)Become a leader in this market

Optimal supply chainFrom web directly to customerNo external costsEase of useAds

THREAT StingyUnwilling to payPassive without push (marketing) Student could find our app unuseful before try it

Highly expertised and financedHuge resources

Easy to copy and utilize the existing user base (big Corp.)Aggressive if succesfullBig Corp. Could make a better app and advertise it better

Downloaded from OVI-store Limited to Nokia phones (and certain models)

Project Execution1. Design and build the application website 2. Code the application for mobile3. Comply Market researches4. Evaluate the market’s intrest5. Calculate the revenues, expenses and cash flows6. Evaluate the future net present value7. Attract investors8. Sell application in the web9. Continue developing the application10. Arise advertisers interest as the user basis

expands

Risk Analysis

Risks Actions

Market: Nobody knows anything about our appStudents don't buy our app

Technology / product: Features are too complex Difficult to distribute without OVI-storeCompetence:Difficulties in using HammerKit

Market: Bargain sales / free app for a month/ adsMake the features match the user needsTechnology / product: Have the assistance of HK experts Use mobile business consultantsCompetence:Ask help to HammerKit staff

Key assumptions Fully functional application Value for the money Pleasant user experience Enough visibility and marketing Easy to download (OVI-store as future

option)