ENTREPRENEURIAL PROFILE

Item Type text; Electronic Thesis

Authors Hancock, Dawn Noel

Publisher The University of Arizona.

Rights Copyright © is held by the author. Digital access to this materialis made possible by the University Libraries, University of Arizona.Further transmission, reproduction or presentation (such aspublic display or performance) of protected items is prohibitedexcept with permission of the author.

Download date 20/05/2018 05:48:35

Link to Item http://hdl.handle.net/10150/192476

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!Source: New York Times Company Annual Form 10-K

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Company Description

SeeSwag.com is a website where users can identify specific items seen in the media and be

directed to an outside purchase point. SeeSwag.com covers all types of media from sporting

events to television to movies. Users can navigate the website and search for any item seen using

diverse search criteria such as actor/actress, television show, item type, movie, event, and others.

Once the item is located on SeeSwag.com, the user will be presented with several links to online

retailers or information on storefront locations where the user can purchase the item.

The backside of the site will be populated by information provided by media professionals such

as costume or set designers. These professionals will enter all information about items seen in

their shows. The retail professionals will then post information for their online or storefront

locations where the items entered by the media professionals can be located and purchased. Our

software will organize all this information into a user-friendly database. The user will then be

able to easily retrieve the information posted by the media professionals about each item seen in

the media and be directed to the purchase point by viewing the information posted by the retail

professionals on one page. This unique relationship will make SeeSwag.com the central location

for information about purchasing items seen in the media.

SeeSwag.com creates an innovative form of product placement. In order to gain the exposure for

their products that SeeSwag.com offers, retail professionals are willing to offer their products for

free or at a discount to the media professionals. This savings opportunity motivates the media

professionals to post information about their items on SeeSwag.com. As the top designers

provide free or discounted products to the media professionals to gain greater exposure, media

professionals will not only come in under budget, but their show or movie will showcase the

influential designs of these leading companies.

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Six primary methods of advertisement will be utilized in order to further increase

SeeSwag.com’s popularity and drive traffic to the site. These six mediums are: magazines,

networking websites, entertainment websites, strategic search engine placement,

television/movie credits, and word-of-mouth. Marketing campaigns will be targeted specifically

to the audience of the respective media outlet that has items featured on our website.

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!SeeSwag.com is a website where users can identify and be directed to an outside purchase point

for specific items or products they have seen in any media outlet. This includes movies,

television shows, award shows, sporting events, etc. This database will be built through the

uniquely designed software on the back end of the website. Media professionals, such as costume

designers, set designers, stylists, and others, will be able to log onto this software and post all

items and product data for the items utilized in their respective media outlets. Manufacturers and

retail establishments will then log onto the software on the backside of the site, search for the

items the media professionals have entered into the database that they carry, and either post a

link to their online stores or provide information about their storefront locations.

For example, if Sarah Jessica Parker from Sex and the City wore a dress manufactured by Gucci

in one of her television episodes, the costume designer from that show would first log onto our

website and enter all of the information related to that dress into the software on the backside of

SeeSwag.com. Next, retail professionals whose companies carry that dress in their respective

establishments would then log onto the software of the site and post their information for their

online or storefront retail locations. The user would then be able to search for that dress by the

actress’ name, show name, brand of dress, and other diverse search criteria. Once the user has

identified the Gucci dress featured in Sex and the City, all information entered by the retail

professionals would be provided to the user so they can be rerouted directly from SeeSwag.com

to an outside purchase point.

In addition, the retail establishments or industry professionals will be able to purchase

advertising space on certain pages by simply clicking on an empty banner space and adding it to

their “Advertising Shopping Cart.” They can then upload their banner advertisements quickly

and easily to drive more traffic to their site. They can also add a variety of features to increase

the visibility of their store information when it is provided to the users of the website. Examples

include adding different colors or paying additional fees to be at the top of the list of retail

establishments that carry a certain item.

Currently, the process for procuring items used in the media follows a standardized protocol.

During the course of filming a movie or a T.V. show, media professionals are given a budget to

dress the actors and design the sets. As of now, it is common practice for media professionals to

"rent" the items used on their shows or movies. Often, those items are kept over an extended

period of time and, as a result, are purchased from the manufacturers or designers.

The utilization of SeeSwag.com will enable consumers to have access to information about the

items seen on these shows. This provides great motivation for the top retail professionals to

pursue media professionals and provide them with free or extremely discounted products to

guarantee that these items will be used during filming. This process innovates a unique form of

product placement. As the top retail professionals provide free or discounted products to the

media professionals to gain greater exposure, media professionals will not only come in under

budget, but their show or movie will showcase the trendy designs of these leading companies.

This enhances the incentive for media professionals to post the information on SeeSwag.com to

continue to receive these benefits.!

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Our target markets will be segmented by the audience of the media outlet that has featured its

items on our website. Due to the fact that SeeSwag.com affects such a broad array of consumers,

the most impactful means of marketing would be through the same strategies that are used by

shows/ movies today. For example, shows like Entourage target males ages 16-25 through

already established tactics that can be mimicked by our company in order to attract that specific

target market. By creating campaigns in sync with show viewership we will be able to increase

the traffic on our website and, in turn, sell more items through our point of purchase links.

&

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The primary competition in the market is Seenon.com, Whowhatwear.com, and

Celebritystyleguide.com. All of these competitors are attempting to solve the problem in several

different ways. The strategies that our competitors use as a solution are inferior to what

SeeSwag.com will offer. These websites do not enable a user to identify any item that they have

seen in any media outlet. Either the website does not have all of the information needed, does not

offer several or all of the possible media outlets, or merely showcases specific items that they are

attempting to sell. For example, Seenon.com only has three movies in its database. Our venture

will position itself among the competition by having the most comprehensive database of

information regarding items seen in the media. The intellectual property of a patent protection

for the unique software on the backside of SeeSwag.com will provide a competitive advantage

that will enable the database to be constantly updated with the most accurate and relevant data by

the media professionals. !!!!!!

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