励志照亮人生，
创业改变命运
电子商务创业
Creating a Winning E-Business
Second Edition
Defining Your E-Business Idea
Chapter 2
Learning Objectives
 Identify entrepreneurial abilities
 Describe the entrepreneurial process
 Understand the factors affecting e-business
success
 Identify ways to exploit e-business advantages
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Kelby Hagar
Opening Case
他能成功么？
欲知后事如何，且听
我饿！！！
完本章再分解
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Second Edition, Chapter 2
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励志照亮人生，
创业改变命运
电子商务使得低成本创业成
为可能！！
什么是创业？
什么人可以创业?
The Entrepreneur and the
Entrepreneurial Process (continued)
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人
 点子
 计划
 实施
 收益
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创业企业家特点?
请列举一些你知道的电子商务创业企业家
E-business entrepreneur examples
Jeff Bezos, Amazon.com
马云，淘宝
Jason Zasky, Failure
Magazine
创业企业家特点
Video
WinningEB_2
一个复旦校友创业成功者
请描述你心目中的创业企业家
The Entrepreneur
 Entrepreneur
– Assumes the risks of starting and operating his or
her own business
– Must be able to lead others
– Must believe in his or her business idea
– Must have the self-confidence to accomplish
business goals
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 Entrepreneurial abilities
–
–
–
–
–
–
Leadership traits
High-energy level
Self-confidence
Organizational skills
Ability to act quickly and decisively
Independent, goal-oriented, creative, competitive
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Entrepreneurial Process
 Entrepreneurial process
– Stage 1: Are you an entrepreneur?
• Assess your entrepreneurial abilities
• Evaluate time and effort involved in
starting/running your own business
• Consider the effect of the business commitment on
your family life
– Stage 2: Buy existing business or start own
business?
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 Entrepreneurial process (continued)
– Stage 3: For a new business startup you must
• Define the business idea
• Create a business plan
• Secure financing
– Stage 4: Operate and grow your business
– Stage 5: Harvest your business
•
•
•
•
Continue to operate “cash cow”
Go public
Sell the business
Liquidate the business
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Group Reading & Discussion
 E-Case: From idea to Harvest
 Please identify each stage of the entrepreneurial
process that resulted in the successful ebusiness named Yesmail.
 Who was involved in each stage of the process?
Why?
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Factors Affecting EBusiness Success
Factors Affecting Business Success
 The network effect
– Total value of a product, service, or technology
grows as more and more people use it
• Telephone system example
– Single telephone has no value; as more people join the
telephone system, the value of each telephone increases
• Taobao online shop example
– As more people participate, the online C2C site becomes
more valuable to buyers and sellers
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Group Reading & Discussion
 E-Case: A Network Effect Backlash
 Who think the Third Voice e-business idea was a
good one? Who do not?
 Discuss the role the network effect played in the
early success and later failure of Third Voice.
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Tips
 The value of the things you plan to offer
increases with greater use or distribution online.
 The inherent dangers of the network effect on
your e-business
We can develop imaginative ways of
exploiting the network effect in order
to market products and services
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Factors Affecting Business Success
Innovative marketing ideas
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Factors Affecting Business Success
 Innovative marketing ideas: Hotmail example
• Eager to get financing, Hotmail’s founders agreed
that text be added to the bottom of each outgoing
e-mail message Linking to Hotmail.
• Launched in 1996 over the July 4th holiday with
little money and little press coverage
• First, a single users in school, then next day, a
hundred users from the same school. By the end
of the week, a thousand users from the same
school. Before long, users from around the world.
• Six weeks after first user, India had 1000,000
users. Less than 18 month, 12 million users. Less
than 3 years, more than 30 million users. Fastestgrowing media company.
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Second Edition, Chapter 2
Factors Affecting Business Success
– Hotmail and viral marketing example
• Hotmail users grew at a rapid rate because of
electronic word of mouth coupled with the network
effect
• Electronic word of mouth or viral marketing
spreads from user to user in the same way a
human virus spreads from person to person
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Factors Affecting Business Success
 Scalability
– Ability of a business to function well in the face of
rapid growth
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 AllAdvantage-----get advertising revenues by paying
people to browse the Web
 Download a viewing bar to record their Web behavior
 $.53/h to surf web, intro others .1/h, and bonus
 A classic pyramid schema
 How about this idea?
 Remember! What will happen to your ebusiness
for your
products
 They
expectif3demand
months, 20,000
members,
butor services
 1th
week, 100,000 users, 3 months, 6.7 mil. users. Rate:
explodes?
15,000-16,000 users/m
 1th year: Earn $14.4 mil. Pay $50 mil.
 In 2 years, burn through capital and ceased operations.
 No scalability with rapid growth in customers Scalability
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 王峻涛（老榕）
– 曾经的“中国电子商务第一人”
– 1998年在福州，用两个星期把8848从4个人发展到
16个人；
– 用6个月使8848从只卖软件和图书到卖15个种类的
商品；
– 然后，仅仅用10个月，8848就从价值30多万RMB
变成了4亿美元。
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Factors Affecting Business Success
 Ease of entry into electronic markets
– Low-cost technologies make it easy to create new
e-businesses
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Group Reading & Discussion
 E-Case: Entrepreneurial Risk Taking and Vision
– Why is the online auction e-business idea so
popular?
– What specific e-business factors supported the
early and continuing success of eBay?
– Why was Meg Whitman willing to take a chance
on eBay?
– How did Meg Whitman’s background prepare her
to become President and CEO of eBay? What, if
any, entrepreneurial abilities and traits did she
exhibit to be successful in her earlier corporate
positions and at eBay?
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Factors Affecting Business Success
– online auction popular
• Easy for consumers to interact at auction site
• Web auction software is cheap and easy to
install /maintain
• E-businesses earn commissions without having to
manage, warehouse, and distribute products
– Competitive barriers to overcome
• Failure to secure first-mover advantage
• Lack of name identification
• Lack of customer loyalty
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Factors Affecting Business Success
 Ability to quickly adapt to marketplace
changes
– Rapid knowledge transfer
– Need to make decisions quickly
– Exploit new ideas and opportunities
– Handle new challenges
• Amazon.com is an example of ongoing
evolution from a basic e-business idea
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Factors Affecting Business Success
•Books -> music, toys and games -> all kinds of items
• -> auction website -> Web Services with its web tech. expertise
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 Because the rapid pace of change can affect the
most fundamental ways in which your ebusiness idea functions, you must consider how
well your e-business idea could respond and
adapt to changes in the marketplace.
 The next step is to then think of ways to exploit
the built-in advantages you will have by doing
business online.
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Exploiting E-Business
Advantages
Exploiting E-Business
Advantages (continued)
 Expand the market
– Business and consumers are no longer bound by
constraints of time, space, physical location
– Opportunity to reach larger market
– Revamp existing business model to incorporate
an e-business
• Please list some examples
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Exploiting E-Business
Advantages (continued)
Creating a Winning E-Business
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 If your e-business idea is based on a successful
traditional business model, you should
determine whether it takes full advantage of the
Internet to expand your market and gain
greater visibility for your products or services.
Creating a Winning E-Business
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Exploiting E-Business
Advantages (continued)
 Acquire greater business visibility
– Get business name, products, and services in front of
potential customers more quickly
– Auto industry example
– acquire greater business visibility by hosting useful
and informative Web sites.
• ● owners’ information about vehicle care, accessories, and
warranties
• ● vehicle images and descriptions
• ● tools to customize a specific vehicle
• ● tools to search for nearby dealers
• ● tools to search dealers’ inventories for a specific vehicle
• ● online gift shops
• ● calendars of sponsored events
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Exploiting E-Business
Advantages (continued)
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Creating a Winning E-Business
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A chain of traditoinal stores -> bought Fingerhut
company (catalog merchant with and online store)
-> get catalog retailing and logistics expertise and
experiences running online stores
-> supplier of logistics services to other EB.

But
simply
hosting
a Web
site
is nomeeting
guarantee
Love is But
all dot.com
a matter
of
timing
.It‘s
no
good
thefailed
right
bust -> Fingerhut tanked -> logistics
person
soon or toowill
late.
爱情这东西，时间很关键，认识得
thattoo
a company
successfully
expand the
-> Closed
Fingerhut
太早或太晚，都不行
market for its products and services.
 Market conditions, execution, and timing all play
在对的时间遇到对的人就是幸福,
significant roles in this process.
在对的时间遇到错的人就是辛苦,
在错的时间遇到对的人就是遗憾,
– Federated Department Stores example
在错的时间遇到错的人就要遗忘
 Always keep in mind that changing market
conditions may impact how well you will be
able to execute your idea.
Creating a Winning E-Business
Second Edition, Chapter 2
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Exploiting E-Business
Advantages (continued)
 Use power of the Internet and Web to maximize
customer relationships and improve
responsiveness
–
–
–
–
Create customer loyalty
Stay in touch with customer needs
Build one-on-one relationships
Provide information to enrich customers’ online
experience
– 简单、方便、个性化
Creating a Winning E-Business
Second Edition, Chapter 2
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Exploiting E-Business
Advantages (continued)
 Create new products and services
– Opportunities for new e-business ideas where
products or services are accessed over the Web
• Business software applications
• Server facilities for data file backup
• Legal dispute resolution
– Cybersettle example
• Web hosting services
– Rackspace Managed Hosting example
Creating a Winning E-Business
Second Edition, Chapter 2
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Exploiting E-Business
Advantages (continued)
双方律师提赔付金额给
法院官员，小于1000，
则双方协商解决。若否，
则重新提交
用电脑做如何？
Bodily injury to various of insurance claims
Creating a Winning E-Business
Second Edition, Chapter 2
双方向ODR网站
提交赔付金额，
若匹配，则最后
议定金额为均值。
网站抽取提层
43
Reading & Writing & Discussion
 E-Case: A Brilliant Execution of a Simple Idea
 why Josh Kopelman enjoys success as a serial
entrepreneur. Everybody write one or two
paragraphs that discuss the reasons for
Kopelman’s successes.
 Then use your written summaries to discuss
entrepreneurship and entrepreneurial abilities
and traits with the classmates in your group.
Creating a Winning E-Business
Second Edition, Chapter 2
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 Half.com Picture
A Brilliant Execution of a Simple Idea
Creating a Winning E-Business
Second Edition, Chapter 2
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Exploiting E-Business
Advantages (continued)
 Reduce costs of running a business
– Sales and customer support costs
– Transaction costs
– Order handling costs
• Dell Computers, Cisco Systems, and Microsoft
Corporation examples
Creating a Winning E-Business
Second Edition, Chapter 2
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Closing Case
 Review the “Ideas! Ideas!” opening case.
 Read the “Ideas! Ideas!” closing case.
 Consider Hagar’s e-business ideas and how he
has or has not exploited inherent advantages of
doing business online to create successful ebusinesses.
Creating a Winning E-Business
Second Edition, Chapter 2
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Chapter Summary
 An entrepreneur assumes the risks of starting
and operating his or her own business
 Entrepreneurial abilities
–
–
–
–
–
Leadership
High-energy
Self-confidence
Organization skills
Ability to act quickly
Creating a Winning E-Business
Second Edition, Chapter 2
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Chapter Summary
(continued)
 Five stages of the entrepreneurial process
–
–
–
–
–
Decide if you are an entrepreneur
Decide to buy or start new business
Plan the business
Operate the business
Harvest the business
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Chapter Summary
(continued)
 Factors that can affect e-business success
–
–
–
–
–
–
Network effect
Innovative marketing ideas
Scalability of the e-business idea
Cost of entry into the marketplace
Ability to overcome competitive barriers
Ability to exploit inherent advantages
Creating a Winning E-Business
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3月26日 邀请 酒美人 网站创始人 严超先生
介绍 酒美人模式和创业经历，6教6204。
18:30-21:00
Creating a Winning E-Business
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案例作业：网上超市1号店的诞生案例
 1、1号店的创业者具有哪些创业企业家的能力？
举例说明。
 2、1号店利用到了哪些电子商务的特点与优势？
有无有效利用电子商务的相关成功因素？
 3、如果你开展电子商务创业，你会选择1号店模
式吗？为什么？（ 1号店是否具有竞争优势？体
现在哪里？ ）
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