sse avapreneur group2
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Second Life Entrepreneurship
Stockholm School of Economics
Course 2304, Media Management
Magnus Karlsson, [email protected]
Cecilia Nessen, [email protected]
Yashar Mansoori, [email protected]
Robin Hesselstad, [email protected]
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 Martinique
He regards himself fairly successful
McMokta 93 Wyler
1st life 2nd life
Rankings/Competition
Traffic 2384, means that he has a moderate amount of visitors to his store.
Search: “shoes” ranking: +300 place
Search: “footwear” ranking: 15th place
Search: “sneakers” ranking: 32nd place
Search: “converse” ranking: 10th place
Marketing
Marketing through Xlstreetsl.com
Promotion by ads in the search-function
2500 freebies in December alone
Links between the factors
•Skills/know-how•Motivation
STRATEGY
INDUSTRY ENVIRONMENT
COMPETITIVEADVANTAGE
ORGANIZATIONALCAPABILITIES
RESOURCES
TANGIBLE INTANGIBLE HUMAN
•The land•Reputation
Source: Teigland
•The Land
Resources Valuable
Rare Inimitable
Non-Substitutable
Competitive Consequences
HUMAN
Personal Design Skills
Yes • Yes • Yes • Yes • Sustainable Competitive Advantage
Motivation: Non-monetary
• Yes No No Yes • Competitive parity
TANGIBLE
• The store and the land owned
Yes No No Yes • Competitive parity
INTAGIBLE
• Reputation (2384 in traffic)
• Yes Partly Partly No • Competitive Parity
Links between the factors
•Skills/know-how•Motivation
STRATEGY
INDUSTRY ENVIRONMENT
COMPETITIVEADVANTAGE
ORGANIZATIONALCAPABILITIES
RESOURCES
TANGIBLE INTANGIBLE HUMAN
•The land•Reputation
Source: Teigland
•The Land
Resource Capability
The Land To sell sneakers
Reputation Get more traffic to the store
Design skills To make unique products
Motivation Hard work
Industry Environment affects his positioning
Competitive Advantage
Competitive parity
Competitive parity
Sustainable competitive advantage
Competitive parity
STRATEGY“Focus on sneakers with a unique street design”
Resources and Capabilities
Links between the factors
•Skills/know-how•Motivation
STRATEGY
INDUSTRY ENVIRONMENT
COMPETITIVEADVANTAGE
ORGANIZATIONALCAPABILITIES
RESOURCES
TANGIBLE INTANGIBLE HUMAN
•The land•Reputation
Source: Teigland
•The Land
Reasons for success – Strategies
An unique design – “street look” with focus on Converse sneakers
Free-ware distribution to new users – goodwill and attraction of new customers
RecommendationsConceptualize the unique street style to other
product categories
Visual development (3D)
Increase marketing: Use YouTube, Facebook, fashion blogs and Second Life Magazines to promote the store further.
Reference listTeigland, Robin – Strategy Media
Mgt_Jan20_classes1&2.ppt, January 20th
Collins, Montgomery – Competing on resources
Interview: McMokta 93 Wyler, January 26th