Pillsbury Cookie Challenge
Strengths
Experienced computer programmers in iOS – valuable capability but not rare
Idea identified from personal (Lebedzeu’s) experience with target market’s needs and wants
Small start-up – innovative, flexible and can make decisions quickly
Product contains the same features of an existing popular app in a different category (UrbanSpoon)
Product introduces new feature to permit user submission of content (activities) – potential to leverage network effects and increase self-sustainability of product once established
Product already developed on iOS platform – potential early-mover advantage in category
Weaknesses
Low financial and human resources
Low marketing capability within the company – e.g. little market research conducted, unclear on basic marketing techniques
No experience/capability in Android OS programming – Android has a large and rapidly growing market share of MOS. Capability takes 6 months to develop in-house, a long time in the ‘tech’ world.
Low/no established content and community (network) makes product idea easily imitable
No current market presence, brand/mental availability not established – low market response to marketing mix
Opportunities
Increasing demographic/geographic diversity in internet usage, particularly use of social networks and online communities
Growing online advertising and mobile app markets
‘Technology