Sse Avapreneurship Group2
- 1. Second Life EntrepreneurshipStockholm School of EconomicsCourse 2304, Media ManagementMagnus Karlsson, 20796@student.hhs.seCecilia Nessen, 21000@student.hhs.seYasharMansoori, 70402@student.hhs.seRobin Hesselstad, 20878@student.hhs.se
- 2. Footwear analysis, inside-out (resource based view)Paradize Shoes is a Second life company run by a man that is 25 years old. He is called “McMokta93 Wyler”. His business proposition is to sell shoes in the Sneaker segment. Single, Unemployed, lives in France.His target group is young people who are attracted by the street/skate lifestyle. He designs and “makes” the shoes himself, using Photoshop and a 3D design program.Region: FRANCE3D MartiniqueHe regards himself fairly successful
- 3. McMokta 93 Wyler1st life2nd life
- 5. Rankings/CompetitionTraffic 2384, means that he has a moderate amount of visitors to his store.Search: “shoes” ranking: +300 placeSearch: “footwear” ranking: 15th placeSearch: “sneakers” ranking: 32nd placeSearch: “converse” ranking: 10th place
- 6. MarketingMarketing through Xlstreetsl.comPromotion by ads in the search-function2500 freebies in December alone
- 7. Links between the factors INDUSTRY ENVIRONMENTCOMPETITIVEADVANTAGESTRATEGYORGANIZATIONALCAPABILITIESRESOURCESTANGIBLE INTANGIBLE HUMAN The land
- 9. Motivation
- 12. Links between the factors INDUSTRY ENVIRONMENTCOMPETITIVEADVANTAGESTRATEGYORGANIZATIONALCAPABILITIESRESOURCESTANGIBLE INTANGIBLE HUMAN The land
- 13. Skills/know-how
- 14. Motivation
- 16. Resources and CapabilitiesIndustry Environment affects his positioningSTRATEGY“Focus on sneakers with a unique street design”
- 17. Links between the factors INDUSTRY ENVIRONMENTCOMPETITIVEADVANTAGESTRATEGYORGANIZATIONALCAPABILITIESRESOURCESTANGIBLE INTANGIBLE HUMAN The land
- 18. Skills/know-how
- 19. Motivation
- 21. Reasons for success – StrategiesAn unique design – “street look” with focus on Converse sneakersFree-ware distribution to new users – goodwill and attraction of new customers
- 22. RecommendationsConceptualize the unique street style to other product categoriesVisual development (3D)Increase marketing: Use YouTube, Facebook, fashion blogs and Second Life Magazines to promote the store further.
- 23. Reference listTeigland, Robin – Strategy Media Mgt_Jan20_classes1&2.ppt, January 20thCollins, Montgomery – Competing on resourcesInterview: McMokta 93 Wyler, January 26th