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TRANSCRIPT
ENTREPRENEURIAL PROFILE
Item Type text; Electronic Thesis
Authors Hancock, Dawn Noel
Publisher The University of Arizona.
Rights Copyright © is held by the author. Digital access to this materialis made possible by the University Libraries, University of Arizona.Further transmission, reproduction or presentation (such aspublic display or performance) of protected items is prohibitedexcept with permission of the author.
Download date 20/05/2018 05:48:35
Link to Item http://hdl.handle.net/10150/192476
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!Source: New York Times Company Annual Form 10-K
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Company Description
SeeSwag.com is a website where users can identify specific items seen in the media and be
directed to an outside purchase point. SeeSwag.com covers all types of media from sporting
events to television to movies. Users can navigate the website and search for any item seen using
diverse search criteria such as actor/actress, television show, item type, movie, event, and others.
Once the item is located on SeeSwag.com, the user will be presented with several links to online
retailers or information on storefront locations where the user can purchase the item.
The backside of the site will be populated by information provided by media professionals such
as costume or set designers. These professionals will enter all information about items seen in
their shows. The retail professionals will then post information for their online or storefront
locations where the items entered by the media professionals can be located and purchased. Our
software will organize all this information into a user-friendly database. The user will then be
able to easily retrieve the information posted by the media professionals about each item seen in
the media and be directed to the purchase point by viewing the information posted by the retail
professionals on one page. This unique relationship will make SeeSwag.com the central location
for information about purchasing items seen in the media.
SeeSwag.com creates an innovative form of product placement. In order to gain the exposure for
their products that SeeSwag.com offers, retail professionals are willing to offer their products for
free or at a discount to the media professionals. This savings opportunity motivates the media
professionals to post information about their items on SeeSwag.com. As the top designers
provide free or discounted products to the media professionals to gain greater exposure, media
professionals will not only come in under budget, but their show or movie will showcase the
influential designs of these leading companies.
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Six primary methods of advertisement will be utilized in order to further increase
SeeSwag.com’s popularity and drive traffic to the site. These six mediums are: magazines,
networking websites, entertainment websites, strategic search engine placement,
television/movie credits, and word-of-mouth. Marketing campaigns will be targeted specifically
to the audience of the respective media outlet that has items featured on our website.
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!SeeSwag.com is a website where users can identify and be directed to an outside purchase point
for specific items or products they have seen in any media outlet. This includes movies,
television shows, award shows, sporting events, etc. This database will be built through the
uniquely designed software on the back end of the website. Media professionals, such as costume
designers, set designers, stylists, and others, will be able to log onto this software and post all
items and product data for the items utilized in their respective media outlets. Manufacturers and
retail establishments will then log onto the software on the backside of the site, search for the
items the media professionals have entered into the database that they carry, and either post a
link to their online stores or provide information about their storefront locations.
For example, if Sarah Jessica Parker from Sex and the City wore a dress manufactured by Gucci
in one of her television episodes, the costume designer from that show would first log onto our
website and enter all of the information related to that dress into the software on the backside of
SeeSwag.com. Next, retail professionals whose companies carry that dress in their respective
establishments would then log onto the software of the site and post their information for their
online or storefront retail locations. The user would then be able to search for that dress by the
actress’ name, show name, brand of dress, and other diverse search criteria. Once the user has
identified the Gucci dress featured in Sex and the City, all information entered by the retail
professionals would be provided to the user so they can be rerouted directly from SeeSwag.com
to an outside purchase point.
In addition, the retail establishments or industry professionals will be able to purchase
advertising space on certain pages by simply clicking on an empty banner space and adding it to
their “Advertising Shopping Cart.” They can then upload their banner advertisements quickly
and easily to drive more traffic to their site. They can also add a variety of features to increase
the visibility of their store information when it is provided to the users of the website. Examples
include adding different colors or paying additional fees to be at the top of the list of retail
establishments that carry a certain item.
Currently, the process for procuring items used in the media follows a standardized protocol.
During the course of filming a movie or a T.V. show, media professionals are given a budget to
dress the actors and design the sets. As of now, it is common practice for media professionals to
"rent" the items used on their shows or movies. Often, those items are kept over an extended
period of time and, as a result, are purchased from the manufacturers or designers.
The utilization of SeeSwag.com will enable consumers to have access to information about the
items seen on these shows. This provides great motivation for the top retail professionals to
pursue media professionals and provide them with free or extremely discounted products to
guarantee that these items will be used during filming. This process innovates a unique form of
product placement. As the top retail professionals provide free or discounted products to the
media professionals to gain greater exposure, media professionals will not only come in under
budget, but their show or movie will showcase the trendy designs of these leading companies.
This enhances the incentive for media professionals to post the information on SeeSwag.com to
continue to receive these benefits.!
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!"3:%+&<"34%+&
Our target markets will be segmented by the audience of the media outlet that has featured its
items on our website. Due to the fact that SeeSwag.com affects such a broad array of consumers,
the most impactful means of marketing would be through the same strategies that are used by
shows/ movies today. For example, shows like Entourage target males ages 16-25 through
already established tactics that can be mimicked by our company in order to attract that specific
target market. By creating campaigns in sync with show viewership we will be able to increase
the traffic on our website and, in turn, sell more items through our point of purchase links.
&
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The primary competition in the market is Seenon.com, Whowhatwear.com, and
Celebritystyleguide.com. All of these competitors are attempting to solve the problem in several
different ways. The strategies that our competitors use as a solution are inferior to what
SeeSwag.com will offer. These websites do not enable a user to identify any item that they have
seen in any media outlet. Either the website does not have all of the information needed, does not
offer several or all of the possible media outlets, or merely showcases specific items that they are
attempting to sell. For example, Seenon.com only has three movies in its database. Our venture
will position itself among the competition by having the most comprehensive database of
information regarding items seen in the media. The intellectual property of a patent protection
for the unique software on the backside of SeeSwag.com will provide a competitive advantage
that will enable the database to be constantly updated with the most accurate and relevant data by
the media professionals. !!!!!!
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