LyteSpark Group 2 (1)

Gabriela Aparicio, Stephanie Baars, Giulio Bedeschi,

Fredrik Sollid Iversen, Dorota Kaniuk,Liliana Teixeira

• Understanding the problem: - Market Analysis- Target Identification

• Research: – Business uses for videoconferencing cloud based software– Companies with potential of evolving in a rapidly expanding market– Sector of easy to breach companies– Determine market need

• Low-budget strategy – Implementation

Introduction

Worldwide Enterprise Video Equipment Market

Market Size $482MLocation - OTT Services

Infancy stages Growth 1.8%

Wait and see approachAdaptation

Urgency of needEvent Triggers

Demographics

Business Environment

Psychographics

Demand

Target BuyerServicing Companies

Market Analysis

Market Position

Market Analysis

Video Conferencing Market Demand 2013

• Start-ups or small to medium businesses • Evolving companies• High level of internal or external communication • Currently looking to expand their business to meet their

communication and collaboration needs

Example: • Language schools • Most have an online presence but not their own online learning platform • Offer group learning• Provide lessons such as: general, business, speaking courses

Target market

Why people fail at learning a new language

Determine Need

Not listening Lack of curiosity Rigid thinking Single method Fear

Ways to improve

Listening ReadingSpeaking

Research

Visit language schools

1-2-1 conversations

with school director

Raised interest in the

software

Received feedback

• LyteSpark for language schools• Provide distance learning• LyteSpark as interactive materials • Structure: 1-2-1 classes, teacher-2-student,

group integration, global interaction

Idea

LyteSpark Language Schools

Customization Integrate logos, pictures company branding

Flexible set-up & room modification Modify specific languages schools

Set up assistant New customers (especially maybe older people)

Private video conferencing Figure out language level at beginning + test at the end

Group video conferencin Class and group discussions

Speed networking Discussion rooms, exams, tests

Appointment room

Phone calling room Q&A

Synchronized presentation presentation

webcasts

Document collaboration & transfer Homework, sending class material

Meeting invited & scheduling Normal class schedule

Features

Features

Schools Customers

Cost effective for individuals

Get ahead of others schools and build reputation

Bigger incentive based on completion of courses due to live interaction

Save costs from rent Personal mentors, motivate each other

Save money through already established platforms (IT)

Submerge in it

(big companies - interaction with language schools)

Benefits

• conferencing solutions for every business• Reduce again to 3 packages

– Limited free trial– Office – Enterprise

• Integrate searching tool in order to find out the which package is the perfect fit for your business

Packages

• Easy client reach - schools• Increased business• Variety of services• Build a trend to gain traction in the market• Start with Office Package• Upgrade to Enterprise

Revenue Generation

• Establish brand• SEO• LyteSpark social network integration• Offline and online activities

Offline (free use) Online

Competition AdWords

Cover all the market Online presence

cheaper differentiation

Social Media

Awareness

Social Media

• Targeted users by type: industry sector (e.g. language schools)

• Unique user: numbers will be calculated based on retention from our online network efforts (Google Analytics)

• Registrations: social media ROI, software subscriptions• CTA exposure & activation: get users to promote the product

and share their LyteSpark moments • Sales: ROI, subscribers

Marketing KPI

Price per month per user

Brand RATE Video Conferencing

Voice Calls Recording Share

files Webinar Screen sharing

Connected with social network # People

Ovoo £2.99

12

Google £3.30

10

Skype £14.36

25

Lytespark £19.95

50

imeet PGI £29.00

35

Cisco Webex £38.00

25

GoToMeeting £39.00

25

Competitor Analysis

Recommendations

LyteSpark accessible on any device, anywhere

Personalized software setting

Text messaging and calendar integration

Cloud based file sharing

Integrating online community

Develop a Partner Channel

Language Schools

Law & Financial

Firms

Medical & Management

Systems

Action Plan

Year 1 Year 2 Year 5

• http://www.telegraph.co.uk/education/educationadvice/9750895/Learning-a-foreign-language-five-most-common-mistakes.html

• http://www.businessinsider.com/iphone-v-android-market-share-2014-5#ixzz3LKXsYB2S

• http://www.chazdavis.com/blog/category/social-media/• http://www.mainconcept.com/eu/products/sdks/codec-sdk

/video/h264avc.html

• http://en.wikipedia.org/wiki/VP8• http://www.webrtc-solutions.com/topics/webrtc-solutions/

articles/393792-it-appears-end-near-webrtc-video-codec-wars.htm

• http://www.nexis.com/results/docview/docview.do?docLinkInd=true&risb=21_T21102051476&format=GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_T21102051480&cisb=22_T21102051479&treeMax=true&treeWidth=0&csi=7924&docNo=3

• http://www.idc.com/getdoc.jsp?containerId=prUS25068714• http://www.anite.com/businesses/handset-testing/news/an

ite-leads-5g-radio-channel-model-development#.VIT_ZzGsVZ8

• http://www.budde.com.au/Research/Global-Digital-

References

APPENDIX

Packages Giulio

Main account

Basic

Intermediate

Advance

Customisation

299,95 £

3 different sub account

150 members/sub account

Unlimited minutes

99,95 £ to add new account

• Improve page & content• Include pictures of the team story telling• Get people involved by sharing their LyteSpark

moments and accomplishments• Include promotional and educational videos• Lauch online campaigns • Post industry relevant content

Facebook

• History of the company• Include contact details• Include investments that the company won• Include educational videos• Include the benefits of the product to improve

each company business• Publish articles related to the industry

LinkedIn

• two profiles• LyteSpark Classroom: space for „teachers“ to share their teaching styles,

knowledge and information (Skype Classroom)• Post on recent updates promote the product• Showing people using LyteSpark • How to use Lytespark software tips • Use relevant hashtags• Include interesting and informative describtion • follow relevant people (concerning video conferencing and language

schools) • Promote product through videos, share user experiences and link from

other websites • Follow: Russel Stannad,

Twitter

• Presence in relevant blogs and forums• Potential for link building• Shared customer experience • Participate in the discussion with clients

Blogs / Forum

• 53% of mobile traffic is video • Provide „How to“ tips • Integrate YouTube into the LyteSpark website– Software updates– Explanation of features usability

• Integrate story of LyteSpark

YouTube

0 1 2 3 4 5 6 7 8

Series1; £2.99 £3.30

£14.36

£19.95

£29.00

£38.00

£39.00

COMPETITORS RATE COMPARISON Premium Version

RATE

Competitor Analysis

Lytespark

1. Is our current customer profile correct? Is the detail sufficient?Or should the focus be changed? Target student. Set first to the students as a lifestyle. What is their current customer profile? Expand to B2C and don’t limit yourself with B2B Pro’s and con’s for expanding to B2C2. Prove itQualify the target customer interest: what are the interests of the target customers? Does our product meet the customer needs?Market research.Competition RESEARCH. What do people want from such products? Does LyteSpark meets this needs? 3. Reaching the customerExplain how to reach each group identifiedAre there any pre-requisites? Resources? Timeframe? Find our lowest hanging fruit or our slam-dunk

Points we have to consider

• Questions to ponder• Is our stated customer need correct? • Does it apply to the customers we think it does? • Is our product ready? Does it meet the need? • Are there missing features? • How do we reach our target customers? • How long will it take to convince customers to buy? • Are there any remaining technical or behavioral barriers to adoption? • Can we establish CPA (Cost per acquisition)? • Can we establish ARPU (Average revenue per user)? • Which competitors should we be wary of? • Would you back your strategy with your own money...

Questions we have to be aware of in case he asks…

Pricing• Lytespark is not a cost for companies but it s arevenue

• Example of cost structure

• 200£/month• 3 level beginning intermediate and advance• Minimum number of people : 6• 5 lessons a week for every level

• 20 lessons a month for every level • Breck even point for a package of 20 lessons for person is : 11.11£• Average cost of a teacher is 20£/hour • BEP with teacher cost for a package of 20 lessons is: 77,77 £• BEP for every lessons is 3,85 £• Price : 5£• 1,15£ revenue every lesson per person• 6,9£ revenue for every lesson• 414£ revenue every month

Problems

• Camera is always on • after updates you have to install Chrome

extensions • File history stays on the screen make it able

to achieve it • Logout to surf on the website

Target segmentation analysis Fredrik