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What is iPenn ?
www.iPenn.com
The only web site exclusively devoted to the students of the University of Pennsylvania
The new authority on everything happening in the Penn community
Why is there a need for iPenn?
Penn students lack a common portal
Common source for news but multiple sources for information
iPenn will be your best friend
You will get the information you want and need about Penn life ALL IN ONE PLACE
The Hard Facts: Why it will work
• Penn people spend >15.7% of their waking hours on the Internet ( results of a groundbreaking recent survey.)
Internet
Eat
Study
Workout
Lazing
• Penn students are
• avid seekers of information.•Albeit, severely time-constrained
• proud of their Penn identity.
• homogenous commodities.
The Hard Facts: Why it will work
WSJ.com
The Penn Student In a myriad of avenues, paths,
directions, to seek information… The Hapless Penn student barely hangs
on… through the skin of his/her teeth.
CNN.comESPN.comCBS.comUpenn.eduBloomberg.com
Nyt.comPennstate.eduwww.philly.org
www.yahoo.com
Www.altavista.comwww.microsoft.com
Www.etrade.com
Greenpeace.org
It’s not a lack of opportunity.... It’s just too much information.
Example:
•Tailored to Mass Audience
•Lack of Focus
•Net surfing is very Time Consuming.
We weren’t the first to We weren’t the first to think of this brilliant think of this brilliant idea.idea.
Almost There, but not Quite.
• Low Customer Reach
• Hardly Comprehensive
• Not tailored to Penn students
• Plain Ugly
A brief history...What do the most popular Web sites do?
Yahoo organized the Web
…but only to a point.
Then newspapers found a niche
…by offering content on a local level.
But information delivery is still slow
iPenn takes things one step further!
A complete information source
Campus Events
Social Academic Political
FLASH-News Campus Philadelphia National All in less than 1 minute!
All Parties
Local Information Maps Store inventories / prices Complete restaurant
listings Barbers, Clubs, Shops...
Course Home pages
Organized links to all useful sites
How do we manage all this?
Dynamic Information Static Information
Changes bi-weekly or more
Collected continuously
Hired employees Special Contests Voluntary submission
Mainly composed of parties, events, and news
Changes yearly at most
Collected yearly at most Hired employees Outside contracts Voluntary submission
Mainly composed of maps, stores, and city features
Information
Employees
processingprocessors
1. Administration Financial duties Advertising Launch Human resource mgmt
2. Webmaster
3. Information Engineers This IS a feel-good name
The Launch Countdown
If we don’t
have your
event,
IT
’S NOT H
APPENING.
Advertising
and future advertising
10 d
ays
left u
ntil
iPen
n!
Winning through intimidation
Charging a premium price Most web sites have a huge demographic pool
Geographic Socio-economic Age
Their marketing strategy is based on Mass Appeal They get more customers They get different kinds of customers
But is this really the most profitable solution?
Advertising Banners
$9000 from fixed price advertisers
Only local, no fixed price advertisers
Long Run Short Run
$0.08 per hit
$800 revenue per
semester
$0.08 per hit
$10,000 revenue per semester
Estimated revenue:$1000 per semester
Party Advertisements Fraternities and Sororities spend up to
$150 publicizing each party We’ll charge $10 per party for
prominent weekend advertising Here, the short run = long run
1000
Directory of Area Businesses
Local stores and restaurants would pay to be listed in a sorted, searchable directory of businesses accessible through iPenn.com
Cost per listing: $5 for 3 years
Expected earnings: $500 per semester ($3,000 total for 3 years)
Total Start-up Costs $1875
Start-Up Costs
but with no investment,there can be no return.
The start-up costs may seem high
Web site design$1000 Advertising launch $800 Domain name registration
$75
Expenses by Semester
Site promotions $ 200 $ 400 Site maintenance $ 150 $ 250 Employee Salaries $1000 $1800 Miscellaneous $ 200 $ 500 Total ExpensesTotal Expenses $1550 $2950 $1550 $2950
Short run Long run
Revenue per semester: $1800 $11500 Expenses per semester:$1550 $2950 ProfitProfit per semester: per semester: $250 $8550 Franchise payment of 10% profits for first two years and Franchise payment of 10% profits for first two years and
40% profits for each following year40% profits for each following year
YOUYOU get, each semester get, each semester::$ $$ $
Profitability
Short run Long run
225 5,1305,1305,1305,130
iPenn 2004: Five Years Ahead
University-sponsored connections
Name recognition
Assets
Links Employees
Publicity Information
Liabilities 3+ year contracts
Long-term competitive strategy
Who are the real competitors?
The Daily Pennsylvanian
Online information providers Run-of-the-mill student services
News services (e.g. cnn.com)