1. MARKETING PLAN AND MARKET RESEACH UPDATE Kati Hyvönen, Asta Lindström, Olli Rapanen and Sonja Uotila

2. CONTENT Market research Market research Market size and trends Market size and trends Competitors Competitors Potential market share and sales Potential market share and sales Market research next tasks: How will you test your ideas, who will you reach? Market research next tasks: How will you test your ideas, who will you reach? Marketin Plan Marketin Plan Competitive Advantage Competitive Advantage Offering (potentially what will you offer in what phase) Offering (potentially what will you offer in what phase) Pricing Pricing Promotion Promotion Place (Distribution) Place (Distribution) Customers Customers Market Research Next Tasks Market Research Next Tasks

3. MARKET RESEARCH Market size and trends Market size and trends Focusing on Helsinki metropolitan area Focusing on Helsinki metropolitan area Amount of the users: Finland’s citizen, almost every household has a broadband Amount of the users: Finland’s citizen, almost every household has a broadband Trend: Trend: The prices go down and the broadband speeds get faster The prices go down and the broadband speeds get faster It’s not just the product, services are important aswell (customer service) It’s not just the product, services are important aswell (customer service) Competitors: Competitors: Welho, Saunalahti (direct) Welho, Saunalahti (direct) Wellknown, Bigger companies Wellknown, Bigger companies Welho was awarded as having the most satisfated customers Welho was awarded as having the most satisfated customers mobile broadband (indirect) mobile broadband (indirect) easy to get and install easy to get and install movable movable

4. MARKET RESEARCH Potential market share and sales Potential market share and sales Market share for 24Online hard to foresee, still quite small Market share for 24Online hard to foresee, still quite small A lot of potential to grow A lot of potential to grow How will you test your ideas? How will you test your ideas? Broadband surveys Broadband surveys Advertisement drafts surveys Advertisement drafts surveys Interviews about the filling personal information Interviews about the filling personal information Who will you reach? Who will you reach? Potential customers of 24Online (students, small households) Potential customers of 24Online (students, small households)

5. MARKETING PLAN Competitive Advantage Competitive Advantage Cost-effective broad band provider Cost-effective broad band provider Good customer service Good customer service Finnish company Finnish company Offering Offering 24Online: Broad band with the cheapest price 24Online: Broad band with the cheapest price Big5: A Facebook fan page with good slogans and attractive layout Big5: A Facebook fan page with good slogans and attractive layout

6. MARKETING PLAN Service Description Service Description 24Online: Broadband with the cheapest price 24Online: Broadband with the cheapest price Big5: Effective social media marketing in Facebook Big5: Effective social media marketing in Facebook Pricing Pricing 24Online has decided the prices 24Online has decided the prices Promotion Promotion Fan page at Facebook Fan page at Facebook Buzz created by people Buzz created by people Place (Distribution) Place (Distribution) Distribution channels: phone, internet Distribution channels: phone, internet

7. Customers Who pays for the service? 24Online’s new customers Segment customers with similar consumer: age, gender, buying habits,wants, hobbies... company: size, industry, location buying habits, needs, culture

8. Market Research Next Tasks Spread the word Spread the word → Get passionate customers to spread → More people, more buzz Keep creating interesting content to the site Keep creating interesting content to the site Get new potential customers interested at all time Get new potential customers interested at all time Providing great customer experience (trough good customer service etc) Providing great customer experience (trough good customer service etc)