ohio state business case analysis challenge
DESCRIPTION
Ohio State University hosted an International Business Case Analysis Challenge in 2009. The case was on a UK based company called Texthelp Systems. This presentation is on how Texthelp can expand into the US market.TRANSCRIPT
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1
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Jason Kirby | Scott Shuffield| Travis Lynk | Perry Mok
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Company Overview
Strong Focus on Technology
Research and Development
Strong Presence in
United Kingdom
Sound Financial Position
To Expand Operations Overseas
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Current Product Offerings
• Award - Winning Program• Helps patients with Dyslexia
to read • Tracks progress of patient • Identify areas to improve • Feeds back to Texthelp
Systems for R&D
• Established in 2003• Text to Speech • Available to e-Government• Makes internet more
accessible
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How does it transfer success in UK to USA?
Success in United
Kingdom
Where to expand??
International expansion to achieve scale
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Country Selection
USA Australia Canada
High School
Drop - Out Rate
Population with
disabilities
Internet Usage
12.3% 18.5% 10.9%
73.9% 60.1% 71.7%
61m 6.8m 6.6m
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Country of Expansion: USA
Success in United
Kingdom
Where to expand??
International expansion to achieve scale
USAEntering the US market will Texthelp Systems
to become more profitable, achieve scale and help more people
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Penetrating into the US market
Ausgangs-position
Expansion in USA
Entry into US
market
Create Awareness
Increase Sales
Stage 1
Stage 2
Stage 3
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Balancing between AT and Education
Product Range
Assistive Technology
Education
Create Awareness
Increase Sales
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Initial focus on Assistive Technology
• Why? – Fall back on core competency – 3 or 4 major competitors in
Education– Focus on a niche market, initially– Go into education once market
presence established
Product Range
Assistive Technology
Education
Create Awareness
Increase Sales
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Working with Non-Profit Organizations
Over 500,000 paying members
100,000 members
13,000 members
Over 50 corporate / non-profit partners & supporters
AIM:
Create
Awareness and
integrate into
market
Strategic Alliances with Non Profit Organizations
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Reasons why disabled people surf the internet
Why Disabled People use the
Internet
Check the Weather
Sending Emails
Searching for
Information
Check Sport
Scores
Read
the
New
s
Creating demand for the product
Top 5 Reasons
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Process of Interaction
Narrow Field of View Frustration Scrolling Breaks
ConcentrationSkipping of
ContentExiting
Webpage
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Top websites
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Result of awareness period
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Increasing Sales
Create Awareness
Increase Sales
Finally, when the
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Government
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Corporations
Why Text-to-Speech
Missing Out on 36 Million Web
Users
Over 680,000 Search Queries
Per MonthReduces Face-
to-Face and Telephone Interaction
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Corporations
Why BrowseAloud
Allows to Spend More Time Viewing Ads and
Images
Gave Free Access to Text-to-Speech
Software
Provides Software Compatibility with
User’s Existing Software
Created Original Market Awareness and
Supplied Initial Demand
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End result of strategy
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Maintaining CA
Introduction
Creating Product Awareness and
Demand
Free Product Downloads
Growth
Market Expansion
Local/Federal Government and
Corporations
Maturity
New Product Development
Language Translation
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Online Marketing Strategy
• Initial Project Investment of $10,000
• Results in 6 months
Search Engine Optimization
• $1,500 Ad Expenditure at $1.50/Click
• 300,000 Impressions Per Month
Search Engine Marketing
• Link Building and Content Creation
• $1,900/month for Campaign Management
Ongoing Optimization
• Interaction and PR Releases to Create Awareness
• Company Maintained Blog
Social Media Marketing
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Financials
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Timeline
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Conclusion
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