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T E A M 2 : C H R I S T I A N W O L F E R - I O S I F M A N A S H I R O VY E N P H A N - C O L I L L A G U Z M A N - L E A V L I G E N 1
Delight and Impact the World
China
:DeHUA
“Our vision is to provide Chinese artists and readers
with a unique Japanese software to professionally produce and access high
quality comics.”
- DeHUATeam.
2
Customers
China
DeNA Competitors
Industry
:DeHUA ‘Inspire and Empower Comic Lovers’
Vision/Value Proposition
4
Strengths• Increasing investment
• Joint-venture partnerships
Weaknesses• Transparency
• Many restrictions and prohibitions• Counterfeit
MARKET OPPORTUNITY Digital Publishing in China
• Internet population : 557 million mobile out of 649 million (2014)
• Chinese e-book sales: +78,2%
Comics
• Japanese manga comics sales +25% (2014), 800 titles
• Worldwide sales: 30 million comics for Attack on Titan
• Digital manga: ¥57.4 billion or $465 million in 2012
Consumer trends• Urbanization in China stimulates
consumption and development
• Target group: 15-24 (200 million)
• Youth trend: Increase in consumption of anime, comics and video games made in Japan
• Market entry mode: Joint Venture with Comicfans
Risks• Hard to find compatible partner
• Has to be very transparent to Chinese government/competition
5
6
CURRENT PROBLEMS AND SOLUTIONS
Unattractive layouts of online libraries
Strong Competition(U17, Comicfans)
Limited Choices
IllegalWebsites
Censorship and Restrictions
DeNA Strenghts and Skills
Joint Venture withComicfans
Sourcing of Local Talent
CredibiltyThroughNintendo
Offering International Experience
Presence in Shanghai
DeNA’s Customer Base
Exclusive and Local Content
Unpopular DeNA Games
8
BUSINESS MODELKey Partners
• Nitendo• Local Chinese
Publishers
Key Activities
• Promote local artists
• Attract readersand game players
• Solving customerproblems
• Editing customers' products
• Produce DeNA's exclusive comics
Value Proposition
• No Advertisement
• JapaneseSoftware
• High QualityProducts 'e-books’
• DeNA Games' Comics
Key Ressources
• Brand• Partnership• Employees
Costumer Relationships
• TechnicalAssistance
Channels
• Website• Mobile App
CustomersSegments
• Artists• Readers• Young Educators• Game Players
Cost Structure• Technology and Product
Development• Website and Mobile App
Hosting
• Sales and Marketing• Salaries
Revenue Streams
• Premium Subscriptions• Free Trial
MARKETING & GROWTH STRATEGYMARKETING 5-P
Product• High-quality, Chinese themes, Japanese software
Promotion• Anime Magazines, Journals, Digital Marketing, Public
Ads, Events, Contests and Awards,WeChat
Place • Website,mobile phones, tablets
Price• Memberships $4.13 (20 Chinese yuan)
People• Local Artists, employees
GROWTH STRATEGIES FOR 3 YEARS
• ComicFansJoint Venture
• Content Development• Brand Establishment• Operation Improvements
Scalability
• Anime• Movies • Merchandise
Diversification
9
COMPETITION
Indirect
Major web seller• Amazon• Dangdang• Jingdong
Printing groups• HeshanYatushi Printing Co., Ltd.• Toppan Printing Co., (Shenzhen) Ltd.• C&C Joint Printing Co. (H.K.) Ltd.• Hunan Publishing Investment • Beijing Shengtong Printing Co. Ltd.
10
Direct
Foreign platforms• Mangafox• Mangareaders• Batoto
Local• U17.com• Comicfans
TEAM & KEY STAKEHOLDERS
11
IosifManashirov
Customer Relationship ManagerBackground in International Economic Relations
Christian Wolfer:
Industry Analyst
1-year experience in Japan
GuzmanColilla
Finance Manager
Founder of Allic Ski Company
Lea Vligen Communication Manager
Background in Architecture and Communication System in Engineering School
Eve Phan: Project Manager
Vice President of Hult SF Net Impact
PO
WER
HIGH
LOW
INTEREST HIGHLOW
GovernmentDirectors
Artists
Competitors
Readers
Employees
FINANCIALS & ASSUMPTIONSOBJECTIVES FOR 3 YEARS
• Non-financial
– Achieve industry recognition for providing quality Internet services
– Publish 500,000 (1st ), 900,000 (2nd), 1,000,000 (3rd) copies with various genres
– Exceed the competition by making customers feel valued within a friendly environment
• Financial
– Increase sales revenues by 30% (2nd); 50% (3rd)
– Reduce expenses by 15% (2nd); 30% (3rd)
Estimated numbers
Year 1 Year 2 Year 3
Total Customers
2,500,000 3,000,000 4,000,000
Total Revenues($)
120,000,000 160,000,000 200,000,000
TotalExpenses($)
1,000,000 850,000 700,000
Net Profits($)
119,000,000 159,000,000 199,000,000
12
Target Group (15-24 years): 200,000,000
Mobile Internet Subscriptions:80% of users
Population of Reading: 10%
Estimated Market Share: 15%
INVESTMENT
• Capital: $1,000,000
• Market Entry: Local Partnership and Extending Presence of DeNA China
• Major Investors: DeNA China and Local Partners
• Allocation of Capital – Salaries
– Partnership
– Marketing
– Technology and product development
13
REFERENCESCountry Reports China. (2015). China Country Monitor , 126.
Asia Monitor: China & North East Asia. (2014). Asia Monitor: China & North East Asia Monitor , 21 (4), 112.
Xinhua (2015, November 2). China, Japan, South Korea vow to deepen cooperation on regional issues.
Businesses urged to work online and off. (2015, September 29). Retrieved November 4, 2015. China GDP Annual Growth Rate | 19892015 | Data | Chart | Calendar. (2015, October 19). Doing
Business in China: 2014 Country Commercial Guide for U.S. Companies. (2014).
The Publishing Industry in China: Regulatory Nightmare or Niche Market Opportunity? China Briefing News. (2015, June 23).
Consumer Lifestyles in China. (2015, July 16). Euromonitor International.
Ease of Doing Business in China. (2015). Worlrevolution. Marketing d Bank Group.
Hellstrom, M. (2008). A second cultural Week, 31(34), 37.
China's digital publishing industry grossed 55bn dollars in 2014 - official. (2015, Jul 15). BBC Monitoring Asia Pacific.
QIU, J., & LIN, R. (2013). New Trends among Young Chinese Consumers. SERI Quarterly, 6(1), 22-31.
DeNA Company.(2015). Summary of Key Questions and Answers From Earnings Results Briefing for Q1 FY2015.
Wright, K. (2015, June 23). The Publishing Industry in China: Regulatory Nightmare or Niche Market Opportunity? - China Briefing News.
Huang, X., & Hao, T. (2014). System of digital publishing policies and regulations in China. Library Hi Tech, 32(3), 397-408. doi:10.1108/LHT-06-2013-0082.
Imports of goods and services (% of GDP). (n.d.).
Johnston, Rich (2014): „French Comics In 2013 - It's Not All Asterix. But Quite A Bit Is. - Bleeding Cool Comic Book, Movie, TV News“. Bleeding Cool Comic Book, Movie, TV News. Abgerufen am 19. 10. 2015.
YOSHIOKA, K. (2014, December 15). Local artists, Japanese publisher work hand in hand to expand manga industry in China - AJW by The Asahi Shimbun.
Chine-Japon : Le « dégel » ? (2014, November12).
Comicfans.net,. (2015). About US——Comicfans Culture. 14
FREQUENTLY ASKED QUESTIONS1. How fast will DeNA be able to return their investments?
2. How would you manage the content development? Is it possible to publish 500.000 copies in the first year?
3. How would you deal with the established competition? What are DeNA’s competitive advantages ?
4. Do you think that ComicFans or other local companies will agree to partner with DeNA?
5. What is the best and the worst-case scenario?
6. How would you manage long-term growth?
7. How likely is it that political tensions between China and Japan will affect your business?
8. Who are your target customers? How are you going to attract customers in the first year?
9. Why would people pay for your product while other competitors provide similar products for free?
16
STAKEHOLDERS ANALYSIS
17
Keep satisfied:ShareholdersGovernmentCustomersBossSenior executivesProspective customersAlliance partners
Manage closely: Future recruitsThe communityThe press
Monitor:SuppliersThe publicTrades associationsInterest groups
Keep informed:TeamCoworkersAnalystsLenders
PO
WER
HIGH
LOW
INTEREST HIGHLOW