Summary

downloadable for free. The other problem with digital content is the ease of piracy, further damaging
the content creators’ chances of making money. To propose solutions, the goal of Evacomics has to
be defined and problems highlighted through diagnosis and a guiding policy. A SWOT analysis will
also reveal the strengths and weaknesses of Evacomics and through this analysis, four strategic
options will be proposed that focus on consumers to be targeted and generate a business model to
gain cash flow. Each option will be evaluated for its attractiveness, contribution to the long-term
goal, growth of market share and viability based on limited resources.
Two comic strip series, “Penny Arcade” and “Wan Wan”, are used as successful case
studies to learn from because these webcomics allowed their creators to earn a living. The main
purposes of these two case studies are to examine: 1) how they promoted their webcomics initially,
2) their business model, and 3) their marketing program, including how they are using social media
now to reach to their fans. Another Singaporean comic, “Teddy”, which makes active use of social
media, is also examined to evaluate the marketing campaign of a less successful example.
Comparison of various social network platforms and self-publishing services for hardcopy
books and ebooks will also be made to obtain a better overview of all options and allow a more
effective choice of the best solution. Social media advertising and ebook selling guides will also be
studied to understand these new channels and how to integrate them into the business plan .
Finally, a business plan and marketing strategy for Evacomics will be proposed. This
includes targeting and positioning of its comics, product offerings, selling price, distribution and
promotion strategy. Objectives, sales forecast, pro-forma operation specifications, and a checklist
will also be made to guide and track its progress as the plan is executed.