1. Entrepreneurship – Case Study Presenter: Chi-Hao Eddy Wu Advisor: C.-C. Jay Kuo 2015/7/17 1

2. Headline one month ago… 2

3. About Fitbit  Founded : Oct 2007 (at SF)  IPO: Jun 2015 (NYSE:FIT)  Founders: James Park, Eric Friedman  Products: Fitbits (Metrics such as steps, sleep,…etc) 3

4. How Successful Fitbit Is  Growth 4

5. How Successful Fitbit Is  High investment return 5

6. Reasons For The Success  Time to market  User experiences  Brand image o Successful marketing/Sales strategy (e.g. social media, …)  Others o Design, Analytics, Product line, Clinical setup… 6

7. Reasons For The Success  User experience o 2/3 RD - Software 7

8. Reasons For The Success  Sales/Marketing strategy 8 Social Media Viral Marketing Interaction / Competition / Successful Story … Social Media Viral Marketing Interaction / Competition / Successful Story … Physical channel Fashion area … Physical channel Fashion area … Sales/Marketing expenses Brand Image / Fans

9. Threaten  Competition (1/3) 9 Mi-band: -Pricing -Global market

10. Threaten  Competition (2/3) o Lawsuit? 10

11. Threaten  Competition (3/3) o Apple Watch Will Apple Watch succeed? Is Apple Watch a huge competitor to Fitbit? 11

12. Threaten  Wearable market trend (1/2) o The market is increasing… But how optimistic is it? 12

13. Threaten  Wearable Market Trend (2/2) 13 Clinical Use

14. End of sharing 14 Let’s keep an eye on how Fitbit develops …