Executive summary

You should provide a condensed version of the report, enabling the readers to understand the full content by reading it. Please explain your business idea and highlight Unique Selling Points.

1 Introduction

Briefly introduce your company’s background, the aims, and the structure of the report.

2 External environment and industry analysis (PESTEL & 5FORCE)

You must use PESTEL and Porter’s 5 Force to analyse the industry’s external environment, profitability and competitive intensity. Please focus on the most important factors (No need to address all factors).

• Is there a trend changing the industry’s structure (e.g. Covid-19, trade war, new technology)? Is the industry consolidating?
• How is this industry’s current competitions and profitability?
• Any existing players? who are they?
• What do they offer customers? what are their strength & weaknesses?
• Any barrier for new players?

3 Customer segmentation and value proposition (Value Proposition Canvas)

You must identify your customer segments and use the Value Proposition Canvas model to understand their needs, as well as designing the products and services.

• Who are your customers? What methods are you using to segment customers?
• What unmet or under-served needs are there?
• How do your proposed value propositions meet the needs of customer segments?
• What products and services are you offering to each customer segment?
• What technologies are you going to use to deliver the value? (website/apps/virtual reality/ augmented reality/cloud computing/big data…)

4 Business strategy (Bowman’s Strategic Clock)

It is essential for companies to gather information on their market position in relation to their competitors. You must choose an appropriate position from the Bowman’s Strategic Clock, which offers the most competitive advantages, and explain your reasons.

5 Digital marketing

Identify how you intend to communicate value to potential customers.

• How are you acquiring new customers and maintaining a relationship with them?
• How do you integrate traditional marketing with digital marketing?
• How can you use digital communications & media to differentiate the products/ services?
• How are you advertising your business?
• How are you encouraging repeat business, if possible?

6 Revenue streams

You may need to make ‘reasonable estimations’ when designing the revenue streams.

• How are you going to generate revenue? (e.g. product/service sale, transaction fee, sponsorship fee, subscription fee, income from CPM/CPC/CPA…)
• How many products and services are you going to sell (and on what timescale)?
• How much does each revenue stream contribute to the overall revenues?
• What are the advantages and drawbacks?

Some useful information about CPM, CPC, CPA, Click Through Rate and Conversion Rate:

https://www.acquisio.com/blog/innovation/google-adwords-industry-benchmarks-2018-infographic/   

https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

7 Website/App interface design

You must design a website/App interface for your business. You are required to explain the interface design, using theories/frameworks from the module (e.g. Nielsen’s 5 quality components, Krug’s 7 factors, Rayport & Jaworski’s 7C framework) or wide reading. You may use the following free websites to design the interface.

• https://www.wix.com/
• http://www.webs.com/
• https://www.websitebuilder.com/

7 Other Considerations

You should clearly outline other factors which you think are essential in this section. E.g. key partners/ key resources/ key activities/ organisation structure/ potential issues.

8 Conclusion