Ohio State Business Case Analysis Challenge

1

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Jason Kirby | Scott Shuffield| Travis Lynk | Perry Mok

Company Overview

Strong Focus on Technology

Research and Development

Strong Presence in

United Kingdom

Sound Financial Position

To Expand Operations Overseas

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

How does it transfer success in UK to USA?

Success in United

Kingdom

Where to expand??

International expansion to achieve scale

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

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

Penetrating into the US market

Ausgangs-position

Expansion in USA

Entry into US

market

Create Awareness

Increase Sales

Stage 1

Stage 2

Stage 3

Balancing between AT and Education

Product Range

Assistive Technology

Education

Create Awareness

Increase Sales

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

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

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

Process of Interaction

Narrow Field of View Frustration Scrolling Breaks

ConcentrationSkipping of

ContentExiting

Webpage

Top websites

Result of awareness period

Increasing Sales

Create Awareness

Increase Sales

Finally, when the

Government

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

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

End result of strategy

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

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

Financials

Timeline

Conclusion