励志照亮人生，创业改变命运电子商务创业. Creating a Winning E-Business Second...

励志照亮人生，创业改变命运

电子商务创业

Creating a Winning E-BusinessSecond Edition

Defining Your E-Business Idea

Chapter 2

Creating a Winning E-Business Second Edition, Chapter 2

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Learning Objectives

Identify entrepreneurial abilities

Describe the entrepreneurial process

Understand the factors affecting e-business

success

Identify ways to exploit e-business advantages


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Opening CaseKelby Hagar

我饿！！！

他能成功么？欲知后事如何，且听完本章再分解

什么是创业？什么人可以创业 ?

电子商务使得低成本创业成为可能！！

励志照亮人生，创业改变命运


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The Entrepreneur and theEntrepreneurial Process (continued)


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人点子计划实施收益

创业企业家特点 ?

请列举一些你知道的电子商务创业企业家

E-business entrepreneur examplesJeff Bezos, Amazon.com

马云，淘宝Jason Zasky, Failure Magazine

创业企业家特点

请描述你心目中的创业企业家

VideoWinningEB_2

一个复旦校友创业成功者


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The Entrepreneur Entrepreneur

– Assumes the risks of starting and operating his or her own business

– Must be able to lead others

– Must believe in his or her business idea

– Must have the self-confidence to accomplish business goals


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Entrepreneurial abilities– Leadership traits

– High-energy level

– Self-confidence

– Organizational skills

– Ability to act quickly and decisively

– Independent, goal-oriented, creative, competitive


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Entrepreneurial Process Entrepreneurial process

– Stage 1: Are you an entrepreneur?• Assess your entrepreneurial abilities• Evaluate time and effort involved in

starting/running your own business• Consider the effect of the business commitment on

your family life

– Stage 2: Buy existing business or start own business?


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Entrepreneurial process (continued)– Stage 3: For a new business startup you must

• Define the business idea• Create a business plan• Secure financing

– Stage 4: Operate and grow your business

– Stage 5: Harvest your business• Continue to operate “cash cow”• Go public• Sell the business• Liquidate the business


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E-Case: From idea to Harvest

Please identify each stage of the entrepreneurial process that resulted in the successful e-business named Yesmail.

Who was involved in each stage of the process? Why?

Group Reading & Discussion

Factors Affecting E-Business Success


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Factors Affecting Business Success

The network effect– Total value of a product, service, or technology

grows as more and more people use it• Telephone system example

– Single telephone has no value; as more people join the telephone system, the value of each telephone increases

• Taobao online shop example– As more people participate, the online C2C site becomes

more valuable to buyers and sellers


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Group Reading & Discussion

E-Case: A Network Effect Backlash

Who think the Third Voice e-business idea was a good one? Who do not?

Discuss the role the network effect played in the early success and later failure of Third Voice.


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Tips

The value of the things you plan to offer increases with greater use or distribution online.

The inherent dangers of the network effect on your e-business

We can develop imaginative ways of exploiting the network effect in order to market products and services


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Innovative marketing ideas



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Innovative marketing ideas: Hotmail example• Eager to get financing, Hotmail’s founders agreed

that text be added to the bottom of each outgoing e-mail message Linking to Hotmail.

• Launched in 1996 over the July 4th holiday with little money and little press coverage

• First, a single users in school, then next day, a hundred users from the same school. By the end of the week, a thousand users from the same school. Before long, users from around the world.

• Six weeks after first user, India had 1000,000 users. Less than 18 month, 12 million users. Less than 3 years, more than 30 million users. Fastest-growing media company.



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– Hotmail and viral marketing example

• Hotmail users grew at a rapid rate because of electronic word of mouth coupled with the network effect

• Electronic word of mouth or viral marketing spreads from user to user in the same way a human virus spreads from person to person



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Factors Affecting Business Success Scalability

– Ability of a business to function well in the face of rapid growth


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AllAdvantage-----get advertising revenues by paying people to browse the Web

Download a viewing bar to record their Web behavior $.53/h to surf web, intro others .1/h, and bonus A classic pyramid schema How about this idea?

They expect 3 months, 20,000 members, but 1th week, 100,000 users, 3 months, 6.7 mil. users. Rate:

15,000-16,000 users/m 1th year: Earn $14.4 mil. Pay $50 mil. In 2 years, burn through capital and ceased operations.

No scalability with rapid growth in customers Scalability

Remember! What will happen to your e-business if demand for your products or services explodes?


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王峻涛（老榕）– 曾经的“中国电子商务第一人”– 1998 年在福州，用两个星期把 8848 从 4 个人发

展到 16 个人；– 用 6 个月使 8848 从只卖软件和图书到卖 15 个种

类的商品；– 然后，仅仅用 10 个月， 8848 就从价值 30 多万

RMB 变成了 4 亿美元。


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Factors Affecting Business Success Ease of entry into electronic markets

– Low-cost technologies make it easy to create new e-businesses


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Group Reading & Discussion E-Case: Entrepreneurial Risk Taking and Vision

– Why is the online auction e-business idea so popular?

– What specific e-business factors supported the early and continuing success of eBay?

– Why was Meg Whitman willing to take a chance on eBay?

– How did Meg Whitman’s background prepare her to become President and CEO of eBay? What, if any, entrepreneurial abilities and traits did she exhibit to be successful in her earlier corporate positions and at eBay?


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– online auction popular• Easy for consumers to interact at auction site• Web auction software is cheap and easy to

install /maintain• E-businesses earn commissions without having to

manage, warehouse, and distribute products

– Competitive barriers to overcome• Failure to secure first-mover advantage• Lack of name identification• Lack of customer loyalty


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Ability to quickly adapt to marketplace changes– Rapid knowledge transfer– Need to make decisions quickly– Exploit new ideas and opportunities– Handle new challenges

• Amazon.com is an example of ongoing evolution from a basic e-business idea


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•Books -> music, toys and games -> all kinds of items• -> auction website -> Web Services with its web tech. expertise


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Because the rapid pace of change can affect the most fundamental ways in which your e-business idea functions, you must consider how well your e-business idea could respond and adapt to changes in the marketplace.

The next step is to then think of ways to exploit the built-in advantages you will have by doing business online.

Exploiting E-BusinessAdvantages


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Exploiting E-BusinessAdvantages (continued)

Expand the market– Business and consumers are no longer bound by

constraints of time, space, physical location

– Opportunity to reach larger market

– Revamp existing business model to incorporate an e-business

• Please list some examples


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If your e-business idea is based on a successful traditional business model, you should determine whether it takes full advantage of the Internet to expand your market and gain greater visibility for your products or services.


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Acquire greater business visibility– Get business name, products, and services in front of

potential customers more quickly– Auto industry example– acquire greater business visibility by hosting useful

and informative Web sites.• ● owners’ information about vehicle care, accessories, and

warranties• ● vehicle images and descriptions• ● tools to customize a specific vehicle• ● tools to search for nearby dealers• ● tools to search dealers’ inventories for a specific vehicle• ● online gift shops• ● calendars of sponsored events


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But simply hosting a Web site is no guarantee that a company will successfully expand the market for its products and services.

Market conditions, execution, and timing all play significant roles in this process.– Federated Department Stores example

A chain of traditoinal stores -> bought Fingerhut company (catalog merchant with and online store) -> get catalog retailing and logistics expertise and

experiences running online stores -> supplier of logistics services to other EB.

But dot.com bust -> Fingerhut tanked -> logistics failed -> Closed Fingerhut

Always keep in mind that changing market conditions may impact how well you will be able to execute your idea.

Love is all a matter of timing.It‘s no good meeting the right person too soon or too late. 爱情这东西，时间很关键，认识得太早或太晚，都不行

在对的时间遇到对的人就是幸福 ,在对的时间遇到错的人就是辛苦 ,在错的时间遇到对的人就是遗憾 ,在错的时间遇到错的人就要遗忘


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Use power of the Internet and Web to maximize customer relationships and improve responsiveness – Create customer loyalty– Stay in touch with customer needs– Build one-on-one relationships– Provide information to enrich customers’ online

experience

– 简单、方便、个性化


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Create new products and services– Opportunities for new e-business ideas where

products or services are accessed over the Web• Business software applications• Server facilities for data file backup• Legal dispute resolution

– Cybersettle example

• Web hosting services– Rackspace Managed Hosting example


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双方律师提赔付金额给法院官员，小于 1000 ，则双方协商解决。若否，

则重新提交

用电脑做如何？

双方向 ODR 网站提交赔付金额，若匹配，则最后议定金额为均值。

网站抽取提层Bodily injury to various of insurance claims


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Reading & Writing & Discussion

E-Case: A Brilliant Execution of a Simple Idea

why Josh Kopelman enjoys success as a serial entrepreneur. Everybody write one or two paragraphs that discuss the reasons for Kopelman’s successes.

Then use your written summaries to discuss entrepreneurship and entrepreneurial abilities and traits with the classmates in your group.


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Half.com Picture

A Brilliant Execution of a Simple Idea A Brilliant Execution of a Simple Idea


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Reduce costs of running a business– Sales and customer support costs

– Transaction costs

– Order handling costs• Dell Computers, Cisco Systems, and Microsoft

Corporation examples


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Closing Case

Review the “Ideas! Ideas!” opening case. Read the “Ideas! Ideas!” closing case. Consider Hagar’s e-business ideas and how he

has or has not exploited inherent advantages of doing business online to create successful e-businesses.


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Chapter Summary

An entrepreneur assumes the risks of starting and operating his or her own business

Entrepreneurial abilities – Leadership

– High-energy

– Self-confidence

– Organization skills

– Ability to act quickly


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Chapter Summary (continued)

Five stages of the entrepreneurial process– Decide if you are an entrepreneur

– Decide to buy or start new business

– Plan the business

– Operate the business

– Harvest the business


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Chapter Summary (continued)

Factors that can affect e-business success– Network effect

– Innovative marketing ideas

– Scalability of the e-business idea

– Cost of entry into the marketplace

– Ability to overcome competitive barriers

– Ability to exploit inherent advantages


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3 月 26 日邀请酒美人网站创始人严超先生介绍酒美人模式和创业经历， 6 教

6204 。 18:30-21:00


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案例作业：网上超市 1 号店的诞生案例

1 、 1 号店的创业者具有哪些创业企业家的能力？举例说明。

2 、 1 号店利用到了哪些电子商务的特点与优势？有无有效利用电子商务的相关成功因素？

3 、如果你开展电子商务创业，你会选择 1 号店模式吗？为什么？（ 1 号店是否具有竞争优势？体现在哪里？）

励志照亮人生，创业改变命运电子商务创业. Creating a Winning E-Business Second...

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励志照亮人生， 创业改变命运 电子商务创业. Creating a Winning E-Business Second...

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Transcript of 励志照亮人生， 创业改变命运 电子商务创业. Creating a Winning E-Business Second...

励志照亮人生，创业改变命运电子商务创业. Creating a Winning E-Business Second...

Transcript of 励志照亮人生，创业改变命运电子商务创业. Creating a Winning E-Business Second...