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題名 創新家的主動與創新:從NetSpeak!個案談起
Business Plan for a Network-Based Language Exchange Service Company
作者 De Coux Ⅲ John Alex
貢獻者 苑守慈
De Coux Ⅲ John Alex
關鍵詞 創新家
主動與創新
Business Plan
Network-Based Language
日期 2006
上傳時間 14-Sep-2009 09:46:59 (UTC+8)
摘要 An increased popularity in the learning of foreign languages has led to a rise in
     demand for language exchanges1. However, students learning foreign languages in
     their home countries often lack sufficient after-class opportunities to practice their
     newly acquired skills with native speakers. Language schools offer practice
     opportunities, but these are often limited, leaving students to seek out language
     exchange partners on their own, or do without the additional practice.
     Related to this situation and to this body of work are modern advancements in
     information technology (IT). Advancements in IT have made the exchange of
     information across networked platforms affordable and readily accessible to many.
     People use computers, mobile phones, personal communication devices and newer
     technologies like Skype phones and instant messenger programs to share data and
     voice almost anytime and anywhere. These developments, together with the needs
     foreign language students have for greater chances to practice, create opportunities for
     firms with the right assets and competencies to serve and prosper.
     The following business plan explores elements of a concept firm designed to fill
     unmet needs of language learners. Called NetSpeak!, the firm would leverage the
     power of IT to create systems that would enable people to practice newly acquired
     language skills with native speakers located in other parts the world via personal
     digital assistants (PDAs), personal computers, telephones and networked
     infrastructure. Thus, NetSpeak!’s principal business activity would be that of making
     1 A language exchange is an informal meeting between people (usually two) of different tongues for the
     purpose of taking turns practicing and coaching language skill development.
     network-based language exchanges a viable alternative to face-to-face language
     exchanges.
     To estimate market attractiveness for such a venture, this body of work first describes
     elements of the firm and its business strategies, and then presents analyses of
     customers, markets, competition, as well as the overall general environment that such
     a firm would compete in. It was found that in a new market—one defined by the
     unique attributes of network-based language exchange services—where barriers to
     entry/exit are low, relatively low startup capitalization would lead to a large number
     of rival participants rendering an unattractive market. However, it was also found that
     for a first-mover, one that could successfully establish significant barriers to entry, the
     market attractiveness would be high.
Table of Contents
     Abstract_____________________________________________________________ii
     Acknowledgments____________________________________________________ iv
     Table of Contents _____________________________________________________ v
     I. Vision and Mission _______________________________________________1
     Vision Statement ________________________________________________________ 2
     Mission Statement _______________________________________________________ 2
     II. General Business Description _____________________________________4
     A. Company Name and Location _________________________________________ 5
     B. Type of Company ___________________________________________________ 5
     C. General Business Description__________________________________________ 5
     1. Unmet Needs ____________________________________________________________5
     2. The Opportunity __________________________________________________________6
     3. NetSpeak!`s Mission_______________________________________________________6
     4. Basic Nature and Activity of NetSpeak! _______________________________________6
     D. Business Strategy____________________________________________________ 6
     1. Product Attributes/Functional benefits_________________________________________7
     2. Target Segment Focus _____________________________________________________8
     3. Breadth of Product Line ____________________________________________________8
     4. Global Scope ____________________________________________________________8
     E. Company Goal ______________________________________________________ 9
     F. Business Models_____________________________________________________ 9
     1. Use of Multiple Models ____________________________________________________9
     2. Benefits of Selected Models________________________________________________10
     G. Revenue Models____________________________________________________ 10
     H. Key Success/Failure Variables ________________________________________ 10
     1. Speed of Growth_________________________________________________________10
     2. Gaining Teacher Support __________________________________________________10
     I. Culture ___________________________________________________________ 11
     III. Services______________________________________________________12
     A. General Service Description __________________________________________ 13
     1. Functions and Features Providing Competitive Advantage ________________________14
     2. Augmenting e-Services ___________________________________________________15
     B. Customer Benefits: Why People Would Buy ____________________________ 16
     C. Dangers of Technical or Style Obsolescence _____________________________ 16
     D. Available Legal Protection; Patents, Copyrights _________________________ 17
     1. Patents ________________________________________________________________17
     2. Trademarks/Copyrights ___________________________________________________17
     IV. Marketing Plan _______________________________________________18
     A. Market Analysis____________________________________________________ 19
     1. Customer Analysis _______________________________________________________20
     2. Reference Market Analysis ________________________________________________22
     3. New Market Analysis_____________________________________________________27
     4. Competitor Analysis______________________________________________________35
     5. Competitive Position _____________________________________________________40
     6. Environmental Analysis ___________________________________________________44
     B. Marketing Strategy _________________________________________________ 47
     1. Marketing Philosophy ____________________________________________________48
     2. Business Strategy ________________________________________________________48
     3. Strategic Positioning______________________________________________________51
     4. Marketing Goal and Objectives _____________________________________________53
     5. Value Propositions _______________________________________________________55
     6. Functional Strategies and Programs: _________________________________________55
     7. Important Success/Failure Factors ___________________________________________60
     8. Generating Multiple Revenue streams ________________________________________60
     C. Marketing Plan Summary ___________________________________________ 61
     1. Customer Analysis _______________________________________________________61
     2. Competitor Analysis______________________________________________________62
     3. New Market Analysis_____________________________________________________63
     4. Environmental Analysis ___________________________________________________65
     5. Internal Analysis_________________________________________________________66
     V. Operating Plan __________________________________________________67
     A. Primary Activities __________________________________________________ 68
     1. Creating and Delivering Network-Based Language Exchanges_____________________68
     2. Augmenting e-Services ___________________________________________________74
     3. Communicating and Delivering Services to Customers ___________________________75
     B. Support Activities __________________________________________________ 75
     1. General Business Administration and Human Resource Management _______________75
     2. IT Infrastructure _________________________________________________________76
     VI. Financial Plan ________________________________________________77
     5 years Pro forma Financial Projections ____________________________________ 78
     Income Statement_____________________________________________________________78
     Balance Sheet________________________________________________________________80
     Cash Flow Statement __________________________________________________________82
     Scenario Pro Forma Projections___________________________________________ 84
     Pessimistic __________________________________________________________________84
     Optimistic___________________________________________________________________86
     References _________________________________________________________87
     Appendix A1: Twelve-Month Pro Forma Cash Flow Statements for First Five
     Years ______________________________________________________________88
     Appendix A2: Student Survey Form (English Version)______________________93
     Appendix A3: Teacher Survey Form (English Version) _____________________95
     Appendix A4: Parent Survey Form (English Version)_______________________96
參考文獻 Aaker D. A., 2005, Strategic Market Management, 7th edn, John Wiley & Sons, Inc.,
Hoboken, New Jersey
Antle R., Garstka S., 2004, Financial Accounting 2nd edn., Thomson Southwestern,
Manson, Ohio
Directorate General of Budget, Accounting and Statistics (DGBAS) of Executive
Yuan, Taiwan R.O.C., National Statistics. [Online] Available
http://eng.stat.gov.tw/mp.asp?mp=5
Directorate General of Budget, Accounting and Statistics (DGBAS) of Executive
Yuan, Taiwan R.O.C., Population and Housing. [Online] Available
http://eng.stat.gov.tw/ct.asp?xItem=6503&CtNode=2202, 2006
Directorate General of Budget, Accounting and Statistics (DGBAS) of Executive
Yuan, Taiwan R.O.C., Yearly Statistics. [Online] Available
http://eng.stat.gov.tw/lp.asp?ctNode=2265&CtUnit=1072&BaseDSD=36
Longenecker J., Moore C., Petty J., 2003, Small Business Management; an
Entrepreneurial Emphasis, 12th edn., Thomson Southwestern, Manson, Ohio
Ministry of Education, Republic of China (Taiwan), National English Reading
Contest and Plan to Incorporate Information Into Senior High and Vocational School:
English teaching achieve remarkable results. [Online] Available
http://english.moe.gov.tw/ct.asp?xItem=472&ctNode=514&mp=11, 2006
Osterwalder A., Pigneur Y., An e-Business Model Ontology for Modeling e-Business,
15th Bled Electronic Commerce Conference e-Reality: Constructing the e-Economy,
Bled, Slovenia, June 17 - 19, 2002
Peng M., English-teaching policy sparks storm of controversy, Taiwan Journal
02/27/2004
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
92933029
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0092933029
資料類型 thesis
dc.contributor.advisor 苑守慈zh_TW
dc.contributor.author (Authors) De Coux Ⅲ John Alexen_US
dc.creator (作者) De Coux Ⅲ John Alexen_US
dc.date (日期) 2006en_US
dc.date.accessioned 14-Sep-2009 09:46:59 (UTC+8)-
dc.date.available 14-Sep-2009 09:46:59 (UTC+8)-
dc.date.issued (上傳時間) 14-Sep-2009 09:46:59 (UTC+8)-
dc.identifier (Other Identifiers) G0092933029en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/31314-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 92933029zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) An increased popularity in the learning of foreign languages has led to a rise in
     demand for language exchanges1. However, students learning foreign languages in
     their home countries often lack sufficient after-class opportunities to practice their
     newly acquired skills with native speakers. Language schools offer practice
     opportunities, but these are often limited, leaving students to seek out language
     exchange partners on their own, or do without the additional practice.
     Related to this situation and to this body of work are modern advancements in
     information technology (IT). Advancements in IT have made the exchange of
     information across networked platforms affordable and readily accessible to many.
     People use computers, mobile phones, personal communication devices and newer
     technologies like Skype phones and instant messenger programs to share data and
     voice almost anytime and anywhere. These developments, together with the needs
     foreign language students have for greater chances to practice, create opportunities for
     firms with the right assets and competencies to serve and prosper.
     The following business plan explores elements of a concept firm designed to fill
     unmet needs of language learners. Called NetSpeak!, the firm would leverage the
     power of IT to create systems that would enable people to practice newly acquired
     language skills with native speakers located in other parts the world via personal
     digital assistants (PDAs), personal computers, telephones and networked
     infrastructure. Thus, NetSpeak!’s principal business activity would be that of making
     1 A language exchange is an informal meeting between people (usually two) of different tongues for the
     purpose of taking turns practicing and coaching language skill development.
     network-based language exchanges a viable alternative to face-to-face language
     exchanges.
     To estimate market attractiveness for such a venture, this body of work first describes
     elements of the firm and its business strategies, and then presents analyses of
     customers, markets, competition, as well as the overall general environment that such
     a firm would compete in. It was found that in a new market—one defined by the
     unique attributes of network-based language exchange services—where barriers to
     entry/exit are low, relatively low startup capitalization would lead to a large number
     of rival participants rendering an unattractive market. However, it was also found that
     for a first-mover, one that could successfully establish significant barriers to entry, the
     market attractiveness would be high.
en_US
dc.description.abstract (摘要) Table of Contents
     Abstract_____________________________________________________________ii
     Acknowledgments____________________________________________________ iv
     Table of Contents _____________________________________________________ v
     I. Vision and Mission _______________________________________________1
     Vision Statement ________________________________________________________ 2
     Mission Statement _______________________________________________________ 2
     II. General Business Description _____________________________________4
     A. Company Name and Location _________________________________________ 5
     B. Type of Company ___________________________________________________ 5
     C. General Business Description__________________________________________ 5
     1. Unmet Needs ____________________________________________________________5
     2. The Opportunity __________________________________________________________6
     3. NetSpeak!`s Mission_______________________________________________________6
     4. Basic Nature and Activity of NetSpeak! _______________________________________6
     D. Business Strategy____________________________________________________ 6
     1. Product Attributes/Functional benefits_________________________________________7
     2. Target Segment Focus _____________________________________________________8
     3. Breadth of Product Line ____________________________________________________8
     4. Global Scope ____________________________________________________________8
     E. Company Goal ______________________________________________________ 9
     F. Business Models_____________________________________________________ 9
     1. Use of Multiple Models ____________________________________________________9
     2. Benefits of Selected Models________________________________________________10
     G. Revenue Models____________________________________________________ 10
     H. Key Success/Failure Variables ________________________________________ 10
     1. Speed of Growth_________________________________________________________10
     2. Gaining Teacher Support __________________________________________________10
     I. Culture ___________________________________________________________ 11
     III. Services______________________________________________________12
     A. General Service Description __________________________________________ 13
     1. Functions and Features Providing Competitive Advantage ________________________14
     2. Augmenting e-Services ___________________________________________________15
     B. Customer Benefits: Why People Would Buy ____________________________ 16
     C. Dangers of Technical or Style Obsolescence _____________________________ 16
     D. Available Legal Protection; Patents, Copyrights _________________________ 17
     1. Patents ________________________________________________________________17
     2. Trademarks/Copyrights ___________________________________________________17
     IV. Marketing Plan _______________________________________________18
     A. Market Analysis____________________________________________________ 19
     1. Customer Analysis _______________________________________________________20
     2. Reference Market Analysis ________________________________________________22
     3. New Market Analysis_____________________________________________________27
     4. Competitor Analysis______________________________________________________35
     5. Competitive Position _____________________________________________________40
     6. Environmental Analysis ___________________________________________________44
     B. Marketing Strategy _________________________________________________ 47
     1. Marketing Philosophy ____________________________________________________48
     2. Business Strategy ________________________________________________________48
     3. Strategic Positioning______________________________________________________51
     4. Marketing Goal and Objectives _____________________________________________53
     5. Value Propositions _______________________________________________________55
     6. Functional Strategies and Programs: _________________________________________55
     7. Important Success/Failure Factors ___________________________________________60
     8. Generating Multiple Revenue streams ________________________________________60
     C. Marketing Plan Summary ___________________________________________ 61
     1. Customer Analysis _______________________________________________________61
     2. Competitor Analysis______________________________________________________62
     3. New Market Analysis_____________________________________________________63
     4. Environmental Analysis ___________________________________________________65
     5. Internal Analysis_________________________________________________________66
     V. Operating Plan __________________________________________________67
     A. Primary Activities __________________________________________________ 68
     1. Creating and Delivering Network-Based Language Exchanges_____________________68
     2. Augmenting e-Services ___________________________________________________74
     3. Communicating and Delivering Services to Customers ___________________________75
     B. Support Activities __________________________________________________ 75
     1. General Business Administration and Human Resource Management _______________75
     2. IT Infrastructure _________________________________________________________76
     VI. Financial Plan ________________________________________________77
     5 years Pro forma Financial Projections ____________________________________ 78
     Income Statement_____________________________________________________________78
     Balance Sheet________________________________________________________________80
     Cash Flow Statement __________________________________________________________82
     Scenario Pro Forma Projections___________________________________________ 84
     Pessimistic __________________________________________________________________84
     Optimistic___________________________________________________________________86
     References _________________________________________________________87
     Appendix A1: Twelve-Month Pro Forma Cash Flow Statements for First Five
     Years ______________________________________________________________88
     Appendix A2: Student Survey Form (English Version)______________________93
     Appendix A3: Teacher Survey Form (English Version) _____________________95
     Appendix A4: Parent Survey Form (English Version)_______________________96
-
dc.description.tableofcontents Table of Contents
     Abstract_____________________________________________________________ii
     Acknowledgments____________________________________________________ iv
     Table of Contents _____________________________________________________ v
     I. Vision and Mission _______________________________________________1
     Vision Statement ________________________________________________________ 2
     Mission Statement _______________________________________________________ 2
     II. General Business Description _____________________________________4
     A. Company Name and Location _________________________________________ 5
     B. Type of Company ___________________________________________________ 5
     C. General Business Description__________________________________________ 5
     1. Unmet Needs ____________________________________________________________5
     2. The Opportunity __________________________________________________________6
     3. NetSpeak!`s Mission_______________________________________________________6
     4. Basic Nature and Activity of NetSpeak! _______________________________________6
     D. Business Strategy____________________________________________________ 6
     1. Product Attributes/Functional benefits_________________________________________7
     2. Target Segment Focus _____________________________________________________8
     3. Breadth of Product Line ____________________________________________________8
     4. Global Scope ____________________________________________________________8
     E. Company Goal ______________________________________________________ 9
     F. Business Models_____________________________________________________ 9
     1. Use of Multiple Models ____________________________________________________9
     2. Benefits of Selected Models________________________________________________10
     G. Revenue Models____________________________________________________ 10
     H. Key Success/Failure Variables ________________________________________ 10
     1. Speed of Growth_________________________________________________________10
     2. Gaining Teacher Support __________________________________________________10
     I. Culture ___________________________________________________________ 11
     III. Services______________________________________________________12
     A. General Service Description __________________________________________ 13
     1. Functions and Features Providing Competitive Advantage ________________________14
     2. Augmenting e-Services ___________________________________________________15
     B. Customer Benefits: Why People Would Buy ____________________________ 16
     C. Dangers of Technical or Style Obsolescence _____________________________ 16
     D. Available Legal Protection; Patents, Copyrights _________________________ 17
     1. Patents ________________________________________________________________17
     2. Trademarks/Copyrights ___________________________________________________17
     IV. Marketing Plan _______________________________________________18
     A. Market Analysis____________________________________________________ 19
     1. Customer Analysis _______________________________________________________20
     2. Reference Market Analysis ________________________________________________22
     3. New Market Analysis_____________________________________________________27
     4. Competitor Analysis______________________________________________________35
     5. Competitive Position _____________________________________________________40
     6. Environmental Analysis ___________________________________________________44
     B. Marketing Strategy _________________________________________________ 47
     1. Marketing Philosophy ____________________________________________________48
     2. Business Strategy ________________________________________________________48
     3. Strategic Positioning______________________________________________________51
     4. Marketing Goal and Objectives _____________________________________________53
     5. Value Propositions _______________________________________________________55
     6. Functional Strategies and Programs: _________________________________________55
     7. Important Success/Failure Factors ___________________________________________60
     8. Generating Multiple Revenue streams ________________________________________60
     C. Marketing Plan Summary ___________________________________________ 61
     1. Customer Analysis _______________________________________________________61
     2. Competitor Analysis______________________________________________________62
     3. New Market Analysis_____________________________________________________63
     4. Environmental Analysis ___________________________________________________65
     5. Internal Analysis_________________________________________________________66
     V. Operating Plan __________________________________________________67
     A. Primary Activities __________________________________________________ 68
     1. Creating and Delivering Network-Based Language Exchanges_____________________68
     2. Augmenting e-Services ___________________________________________________74
     3. Communicating and Delivering Services to Customers ___________________________75
     B. Support Activities __________________________________________________ 75
     1. General Business Administration and Human Resource Management _______________75
     2. IT Infrastructure _________________________________________________________76
     VI. Financial Plan ________________________________________________77
     5 years Pro forma Financial Projections ____________________________________ 78
     Income Statement_____________________________________________________________78
     Balance Sheet________________________________________________________________80
     Cash Flow Statement __________________________________________________________82
     Scenario Pro Forma Projections___________________________________________ 84
     Pessimistic __________________________________________________________________84
     Optimistic___________________________________________________________________86
     References _________________________________________________________87
     Appendix A1: Twelve-Month Pro Forma Cash Flow Statements for First Five
     Years ______________________________________________________________88
     Appendix A2: Student Survey Form (English Version)______________________93
     Appendix A3: Teacher Survey Form (English Version) _____________________95
     Appendix A4: Parent Survey Form (English Version)_______________________96
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0092933029en_US
dc.subject (關鍵詞) 創新家zh_TW
dc.subject (關鍵詞) 主動與創新zh_TW
dc.subject (關鍵詞) Business Planen_US
dc.subject (關鍵詞) Network-Based Languageen_US
dc.title (題名) 創新家的主動與創新:從NetSpeak!個案談起zh_TW
dc.title (題名) Business Plan for a Network-Based Language Exchange Service Companyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Aaker D. A., 2005, Strategic Market Management, 7th edn, John Wiley & Sons, Inc.,zh_TW
dc.relation.reference (參考文獻) Hoboken, New Jerseyzh_TW
dc.relation.reference (參考文獻) Antle R., Garstka S., 2004, Financial Accounting 2nd edn., Thomson Southwestern,zh_TW
dc.relation.reference (參考文獻) Manson, Ohiozh_TW
dc.relation.reference (參考文獻) Directorate General of Budget, Accounting and Statistics (DGBAS) of Executivezh_TW
dc.relation.reference (參考文獻) Yuan, Taiwan R.O.C., National Statistics. [Online] Availablezh_TW
dc.relation.reference (參考文獻) http://eng.stat.gov.tw/mp.asp?mp=5zh_TW
dc.relation.reference (參考文獻) Directorate General of Budget, Accounting and Statistics (DGBAS) of Executivezh_TW
dc.relation.reference (參考文獻) Yuan, Taiwan R.O.C., Population and Housing. [Online] Availablezh_TW
dc.relation.reference (參考文獻) http://eng.stat.gov.tw/ct.asp?xItem=6503&CtNode=2202, 2006zh_TW
dc.relation.reference (參考文獻) Directorate General of Budget, Accounting and Statistics (DGBAS) of Executivezh_TW
dc.relation.reference (參考文獻) Yuan, Taiwan R.O.C., Yearly Statistics. [Online] Availablezh_TW
dc.relation.reference (參考文獻) http://eng.stat.gov.tw/lp.asp?ctNode=2265&CtUnit=1072&BaseDSD=36zh_TW
dc.relation.reference (參考文獻) Longenecker J., Moore C., Petty J., 2003, Small Business Management; anzh_TW
dc.relation.reference (參考文獻) Entrepreneurial Emphasis, 12th edn., Thomson Southwestern, Manson, Ohiozh_TW
dc.relation.reference (參考文獻) Ministry of Education, Republic of China (Taiwan), National English Readingzh_TW
dc.relation.reference (參考文獻) Contest and Plan to Incorporate Information Into Senior High and Vocational School:zh_TW
dc.relation.reference (參考文獻) English teaching achieve remarkable results. [Online] Availablezh_TW
dc.relation.reference (參考文獻) http://english.moe.gov.tw/ct.asp?xItem=472&ctNode=514&mp=11, 2006zh_TW
dc.relation.reference (參考文獻) Osterwalder A., Pigneur Y., An e-Business Model Ontology for Modeling e-Business,zh_TW
dc.relation.reference (參考文獻) 15th Bled Electronic Commerce Conference e-Reality: Constructing the e-Economy,zh_TW
dc.relation.reference (參考文獻) Bled, Slovenia, June 17 - 19, 2002zh_TW
dc.relation.reference (參考文獻) Peng M., English-teaching policy sparks storm of controversy, Taiwan Journalzh_TW
dc.relation.reference (參考文獻) 02/27/2004zh_TW