ohio state business case analysis challenge
DESCRIPTION
Ohio State University hosted an International Business Case Analysis Challenge in 2009. The case was on a UK based company called Texthelp Systems. This presentation is on how Texthelp can expand into the US market.TRANSCRIPT
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Jason Kirby | Scott Shuffield| Travis Lynk | Perry Mok
Company Overview
Strong Focus on Technology
Research and Development
Strong Presence in
United Kingdom
Sound Financial Position
To Expand Operations Overseas
Current Product Offerings
• Award - Winning Program• Helps patients with Dyslexia
to read • Tracks progress of patient • Identify areas to improve • Feeds back to Texthelp
Systems for R&D
• Established in 2003• Text to Speech • Available to e-Government• Makes internet more
accessible
How does it transfer success in UK to USA?
Success in United
Kingdom
Where to expand??
International expansion to achieve scale
Country Selection
USA Australia Canada
High School
Drop - Out Rate
Population with
disabilities
Internet Usage
12.3% 18.5% 10.9%
73.9% 60.1% 71.7%
61m 6.8m 6.6m
Country of Expansion: USA
Success in United
Kingdom
Where to expand??
International expansion to achieve scale
USAEntering the US market will Texthelp Systems
to become more profitable, achieve scale and help more people
Penetrating into the US market
Ausgangs-position
Expansion in USA
Entry into US
market
Create Awareness
Increase Sales
Stage 1
Stage 2
Stage 3
Balancing between AT and Education
Product Range
Assistive Technology
Education
Create Awareness
Increase Sales
Initial focus on Assistive Technology
• Why? – Fall back on core competency – 3 or 4 major competitors in
Education– Focus on a niche market, initially– Go into education once market
presence established
Product Range
Assistive Technology
Education
Create Awareness
Increase Sales
Working with Non-Profit Organizations
Over 500,000 paying members
100,000 members
13,000 members
Over 50 corporate / non-profit partners & supporters
AIM:
Create
Awareness and
integrate into
market
Strategic Alliances with Non Profit Organizations
Reasons why disabled people surf the internet
Why Disabled People use the
Internet
Check the Weather
Sending Emails
Searching for
Information
Check Sport
Scores
Read
the
New
s
Creating demand for the product
Top 5 Reasons
Process of Interaction
Narrow Field of View Frustration Scrolling Breaks
ConcentrationSkipping of
ContentExiting
Webpage
Top websites
Result of awareness period
Increasing Sales
Create Awareness
Increase Sales
Finally, when the
Government
Corporations
Why Text-to-Speech
Missing Out on 36 Million Web
Users
Over 680,000 Search Queries
Per MonthReduces Face-
to-Face and Telephone Interaction
Corporations
Why BrowseAloud
Allows to Spend More Time Viewing Ads and
Images
Gave Free Access to Text-to-Speech
Software
Provides Software Compatibility with
User’s Existing Software
Created Original Market Awareness and
Supplied Initial Demand
End result of strategy
Maintaining CA
Introduction
Creating Product Awareness and
Demand
Free Product Downloads
Growth
Market Expansion
Local/Federal Government and
Corporations
Maturity
New Product Development
Language Translation
Online Marketing Strategy
• Initial Project Investment of $10,000
• Results in 6 months
Search Engine Optimization
• $1,500 Ad Expenditure at $1.50/Click
• 300,000 Impressions Per Month
Search Engine Marketing
• Link Building and Content Creation
• $1,900/month for Campaign Management
Ongoing Optimization
• Interaction and PR Releases to Create Awareness
• Company Maintained Blog
Social Media Marketing
Financials
Timeline
Conclusion
