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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.
BUSINESS STRATEGY FOR EVACOMICS Development of Business Model and Marketing Strategy Through Social Media 35112322-0 NEO SHAN ER EVANGELINE GLOBAL MARKETING INNOVATION C.E. PROF. KENNETH ALAN GROSSBERG D.E. PROF. REIJI OHTAKI D.E. PROF. KOJI AIBA
Page 1: AY 2013 BUSINESS STRATEGY FOR EVACO
Page 5 and 6: SECTION 2. PROMOTING ON FACEBOOK ..
Page 7 and 8: model and increase the number of fa
Page 9 and 10: CHAPTER 2. ANALYSIS OF BUSINESS Sec
Page 11 and 12: which became the famous Five Forces
Page 13 and 14: growth of Smartphone and media tabl
Page 15 and 16: 2.3.4. Target Market Behavior “So
Page 17 and 18: Exhibit 2-5: Sales of Comics and Co
Page 19 and 20: hiring a lawyer for around SG$250,
Page 21 and 22: Exhibit 2-8: Country by origin of E
Page 23 and 24: Section 6. CHAPTER TWO SUMMARY Goa
Page 25 and 26: Accusation of being “anti-Singapo
Page 27 and 28: Section 3. CHAPTER THREE SUMMARY S
Page 29 and 30: Exhibit 4-1: Posting image in Twitt
Page 31 and 32: Pinterest Pinterest is an image sha
Page 33 and 34: off with any publisher. Therefore i
Page 35 and 36: Tapastic seems very attractive for
Page 37 and 38: in publishing the book. The list wa
Page 39 and 40: more convenient and the minimum req
Page 41 and 42: Exhibit 4-4: Self-Publishing Servic
Page 43 and 44: CHAPTER 5. CASE STUDIES Three comic
Page 45 and 46: Promotion As one of the early adopt
Page 47 and 48: Because Penny Arcade’s website is
Page 49 and 50: Promotion Her cute MSN emoticons wa
Page 51 and 52: CHAPTER 6. SELLING EBOOKS Section 1
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the same genre and looking for comm
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Exhibit 6-5: Which eBook Price Yiel
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Monitoring social media to see if t
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what to do in simple steps. For exa
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When to Tweet, What to Post, How to
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Evacomics’s reputation. Of course
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8.1.1. Objectives The initial objec
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8.2.1. Start-up Summary I am capabl
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part-time activities will be exclud
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Exhibit 8-4: Comic Book Pricing Com
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too expensive so generating new con
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8.6.3. Promotion On Social Media. B
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Hoody 3 6 12 Throw pillow (16"x16")
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iPhone skin 129.6 259.2 486.0 Lapto
Page 81:
REFERENCES [1] Anderson, Chris. (20
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