business plan

student.at
is better than SEX.

founding team
markus gremmel kai kagerer jochen kapaun markus zinsberger

www.student.at

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Table of Content

1. EXECUTIVE SUMMARY..........................................................................................4 2. USI!ESS I"EA.......................................................................................................# $. VISI%!.......................................................................................................................# 4. C%M&A!Y "ESCRI&TI%!......................................................................................' 4.1. Legal Form..........................................................................................................................6 4.1.1. General information on starting a Public Limited Company........................................6 4.2. Founding Team..................................................................................................................7 4.3. Staffing Policy.....................................................................................................................8 #. &R%"UCT ( USI!ESS M%"E).........................................................................11

5.1. Content..............................................................................................................................13 5.1.1. Campus........................................................................................................................13 1.1.1.0. Academic.............................................................................................................13 1.1.1.1. on Academic......................................................................................................13 5.1.!. "eyond #tudying.........................................................................................................14 5.2. Ser ice!..............................................................................................................................14 5.3. Community.......................................................................................................................15 5.3.1. $ser %andling.............................................................................................................16 5.3.!. &ncenti'es for (embers..............................................................................................16 5.3.3. )*at is t*e user supposed to do +it* *is points, ......................................................15.3.4. Leaders*ip...................................................................................................................15.3.5. &ncenti'es for our o+n content pro'iders...................................................................1'. MAR*ET RESEARC+............................................................................................1, 6.1. "ar#et $naly!i!...............................................................................................................1% 6.1.1. Consumer.Analysis.....................................................................................................!0 6.1.!. (a/ro.Analysis...........................................................................................................!0 6.2. &t'er Com(etitor!...........................................................................................................2) -. MAR*ETI!............................................................................................................24 7.1. "ar#eting *oal! ..............................................................................................................24 www.student.at Page 2

7.2. $d erti!ing........................................................................................................................24 -.!.1. Ad'ertising for Launc*...............................................................................................!4 -.!.!. 0ngoing (ar/eting Acti'ities....................................................................................!5 /. 0I!A!CIA) &)A!..................................................................................................28.1. $!!um(tion!......................................................................................................................27 1.1.1. #ource of re'enue........................................................................................................!1.1.!. 2inancial assumptions.................................................................................................!1 8.2. +ncome !tatement , Ca!'-flo. !tatement.....................................................................2% 8.3. /alance S'eet!..................................................................................................................3) ,. %&ERATI%! &)A! A!" TIME )I!E....................................................................$$ 11. A&&E!"ICES.......................................................................................................$# 1).1. Tec'nology......................................................................................................................35 10.1.1. 3ata (odel................................................................................................................35 1).2. Financial Plan.................................................................................................................35

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1. Executi e Summar!
"ur business plan is to set up a student plat#orm$ i.e. a irtual campus$ which acts as a portal site #or students$ and where the! will #ind all in#ormation and ser ices rele ant to them$ without ha ing to lea e their desk. %e ha e chosen this target group #or some main reasons. &irst and #oremost$ we are students and so we suppose to know how to address best the needs o# our #ellows. Second$ students are a er! attracti e target group #or an 'nternet start(up$ since among this group 'nternet penetration is highest and almost all students ha e 'nternet access on campus. )hird$ gi en that students are the #uture decision(makers o# our societ!$ #irms are hea il! interested in establishing long(lasting relationships with them$ thus spending huge amounts on ad ertising to contact this target group. "n the one hand$ we intend to attract students to our site b! pro iding in#ormation$ concerning their studies and on(campus li#e$ but also co ering other acti ities such as clubbings$ jobs$ and housing etc. "n the other hand$ we o##er ser ices$ ranging #rom communications tools such as #ree sms$ to online job($ textbook($ or housing markets. &urthermore$ we shall o##er intermediar! ser ices$ tr!ing to bring together companies and students$ e.g. ia the organisation o# recruiting #airs or * irtual knowledge markets+$ i.e. selling students, research papers. -ast but not least$ we intend to ha e an edge on our competitors b! ha ing a local and uni ersit!(speci#ic #ocus$ i.e. o##ering particular sites .or sub(domains/ #or all uni ersities and b! being able to initiate an acti e communit!.

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2. 1usiness 'dea

%e are going to set up an Inte2net 3latfo2m where students will #ind all info2mation and se24i5es rele ant to them.

3. 2ision

%e aim to fa5ilitate e4e26 student7s life b! means o# in#ormation technolog!.

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0. 4ompan! 5escription
4.1. )egal 0o2m

%e intend to #ound a Public -imited 4ompan! .67/ because the 8uick growth o# our compan! re8uires easil! trans#erable shares. %e are also looking #orward to going public and$ there#ore$ a Public -imited 4ompan! seems best. 'n addition$ the #ounding costs are onl! slightl! higher compared to a Pri ate -imited 4ompan!.

4.1.1. .ene2al info2mation on sta2ting a &ubli5 )imited Com3an6

-ike the GmbH (Private Limited Company)$ the Public -imited 4ompan! (AG) is a corporation. )he most important ad antage o# the AG is the high #lexibilit! and the low cost o# trans#er o# stock$ thereb! opening the possibilit! o# raising #unds on capital markets. 9owe er$ in contrast to the GmbH$ an AG must ha e a super isor! board and shareholders: assemblies are subject to stricter #ormal re8uirements. )he AG has to ha e at least two #ounders. 't is possible that one #ounder acts as a trustee #or the other and the later assigns her stock to the other. )he AG comes into legal existence upon its registration in the commercial register. 6 person acting in the name o# the compan! prior to its registration ma! be held personall! liable #or obligations arising #rom such acts. )he representati e corporate bod! o# an 67 is the board o# directors (Vorstand)$ consisting o# one or more members .re#erred to as Vorstandsdirektor/. )he members o# the board o# directors are appointed b! the super isor! board. )he board o# directors not onl! represents the AG$ but also runs the da!(to(da! business. 'ts members are subject to statutor! non(competition rules. ;embers o# the board o# directors can onl! be appointed #or a maximum term o# #i e !ears$ howe er$ re( appointments are permitted. 'n contrast to the GmbH$ members o# the board o# directors cannot be gi en instructions in the course o# the da!(to(da! business$ neither b! the super isor! board nor b! the stockholders: assembl!. &inancial statements must be prepared b! the board o# directors$ and$ regardless o# the AG's www.student.at Page <

size$ be audited and appro ed b! the super isor! board and then presented to the stockholders: assembl!. 6 stockholders: assembl! (Hauptversammlung) must be held annuall! within eight months a#ter the balance sheet date and can be held on other occasions as well. )he stockholders decide$ inter alia$ on the distribution o# pro#its$ #ormal appro al (Entlastung) o# the actions o# the members o# both the super isor! board and board o# directors$ and on the appointment o# auditors .www.preslma!r.co.at/.

4.2.

0ounding Team

&igure 0.1.= ;arkus >insberger$ ;arkus 7remmel$ ?ai ?agerer$ @ochen ?apaun

Ma28us .2emmel A holds a master in 1usiness 6dministration and a master in 4ommerce #rom the 2ienna Bni ersit! o# 1usiness 6dministration and Economics. 9is main courses were corporate #inance$ capital markets$ and management control. 'n the course o# his studies he spent almost one !ear abroad$ attending courses on se eral 6rgentine pri ate uni ersities and did se eral internships in 6ustria$ 6ustralia$ and the B.S. 9e speaks 7erman$ English$ Spanish$ and Portuguese. *ai *age2e2 A stud!ing industrial computer science at the )echnical Bni ersit! o# 2ienna. Experience in the #ields o# database management and datawarehousing due to jobs at max.mobil$ PCttinger$ and tutor at the )echnical Bni ersit! .#acult! #or so#tware technolog!/ A speaks English and 7erman. 9o5:en *a3aun ;; at present is stud!ing %irtscha#tsin#ormatik at the )echnical Bni ersit! o# 2ienna$ 6ustria. %irtscha#tsin#ormatik is a combination o# economics www.student.at Page D

and computer science. Eears o# experience with 3d 47 make him a aluable 3d( artist. Ma28us <insbe2ge2 ;; holds a masters degree in 1usiness 6dministration and Ps!cholog! #rom the 2ienna Bni ersit! o# Economics and 1usiness 6dministration and #urther a bachelor degree #rom the )echnical Bni ersit! o# ?arlsruhe F 7erman!. 9e has anal!tical and internet experience through long(term internships in 6ustria$ 7erman!$ @apan$ and the B.S. with Bnited )elekom 6ustria .B)6/$ %acker Siltronic$ -u#thansa$ and ;c?inse! G 4ompan!. 9e pro ed international expertise in project management with 6'ESE4 and speaks 7erman and English.

4.$.

Staffing &oli56

"ur general polic! is to keep our organization as lean as possible. )he #ounding group #orms the core team o# emplo!ees o# our start(up and responsibilities are di ided according to the personal capabilities o# the core team. )he two technicians are held responsible #or selecting the technical in#rastructure$ i.e. choosing the appropriate products .ser ers$ databases/. )he! ha e to design a protot!pe o# our portal. &urthermore$ the! are in charge o# setting up an online editing s!stem. )o this end$ we shall recruit some more technicians. %e expect to need some 3 more sta## members to ha e a total o# 3 technicians. )he other two people o# our core team are held responsible #or the other business #unctionsH three persons .our marketing boss and two additional collaborators/ #or marketing$ sta##ing$ internal organizations$ public relations

and our 4&" #or treasur!$ accounting$ Page I

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procurement$ #inancial planing$ and legal procedures.

%e are going to hire two content managers who will be held responsible #or hiring in#o(scouts$ content management .choosing articles to be published/$ and seeking co(operation with other content producers.

)he content production is done b! #ree(lancers who get a compensation #or their participation. "ur editor and human resource manager are in charge o# creating an appropriate compensation scheme to stimulate participation. %e expect to ha e 3J odd #ree(lancers in 2ienna and during peak times$ e.g. re(design$ we also emplo! #reelance technicians. 6ccounting will be completel! outsourced and will be done b! an outside accountant. 'n course o# our expansion to other cities$ i.e. 7raz and 'nnsbruck$ we set up a##iliates in 7raz and 'nnsbruck to ha e a local touch. )here are two local representati es per a##iliate= cit! manager and content manager. )he! are responsible #or hiring in#o(scouts$ pro iding local content$ and seeking co(operation with #aculties$ companies$ and other interest groups.

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Figure 10 &rganigram of Per!onnel Structure

student.at

5it6 manage2 "#A ienna graz innsbruck

5:ief te5:ni5al offi5e2 kai kagerer jo !en kapaun

ma28eting= 3e2sonnel markus $insberger campus marketing

5:ief finan5ial offi5e2 markus gremmel

5ontent manage2 "#A

in#o(scouts

design in#rastructure application( programmer web( de eloper

compan! marketing

Figure 20 Timeline of 1iring Per!onnel

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Figure 30 Per!onnel 2e elo(ment

3. Product G 1usiness ;odel

"n our student plat#orm we will pro ide content and ser ices$ #or students to get all in#ormation rele ant to them without ha ing to lea e home. 4ontent will be mostl! academic but also concerning standard students needs$ such as housing$ where to go out$ etc. Speaking o# ser ices$ we think o# a modern internet(based wa! o# communication through web(based e(mail$ sms$ and other communications tools. 6ll acti ities on the site are concentrated around building a irtual student communit!$ co ering students, li#e totall!. )opics co er campus li#e sociall! and academicall!$ and the ser ices are intended to enhance student li#e$ e.g. through communications tools or ia #acilitating transactions on a irtual market place. )he #ollowing #igure is intended to illustrate our product.

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Figure 40 Product S(ecification

"ne o# the most important #eatures o# our portal is the customisation o# the content which is presented to the user. "ur %eb site will be customised #or e er! major 6ustrian uni ersit! and$ #urthermore$ the user will be able to choose indi iduall! selected content o# the %eb page which is presented to himFher. )he uni8ue combination o# content$ ser ices$ and communit! o# our site is highl! attracti e and er! *stick!+ to students. &or that reason$ co(operation with our compan! is er! attracti e #or companies$ which want to address students as a highl! #a ourable target group. 6ccess to the site will be #ree #or a student$ but heFshe will ha e to register be#ore gaining #ull access to all the site,s user options. 4ompanies will pa! #or using our means o# addressing the students market. "ur o##ers include A but are not limited to A recruiting o##ering products and ser ices conducting market research F reaching students as critical test consumers Page 12

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market place #or in#ormation and knowledge .o##ering research projects$ gaining knowledge through our database/.

'n the #ollowing sub(chapters we describe our product in detail.

#.1.

Content

#.1.1. Cam3us
1.1.1.1. A5ademi5

T:esis %e set up a database o# students mastersL theses$ seminar papers$ and dissertations$ gi ing companies the opportunit! to read abstracts and get into contact with the students .b! browsing through curriculum itae/ or bu!ing theses papers.

Cou2ses 7i e in#ormation about courses on their uni ersities and e aluations A #eedback.

Administ2ati4e info2mation 'n#ormation about exchange programs .experience reports/$ exams$ scholarships$ and other legal ad ice.

eginne2s7 guide )ips G tricks #or #reshmenH guideline #or stud!ing$ bee 1.1.1.1. !on A5ademi5

Ti3s ( t2i58s on 5ou2ses )ips G tricks on courses #or students$ partl! created b! our communit!

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Re4ie>s ( e4aluation of le5tu2e notes=s52i3ts 'n#ormation on current scriptsH ratings made b! our communit!

Te?tboo8 e4aluation 'n#ormation on current textbooks used #or coursesH all the ratings made b! our communit!

Cafete2ia "nline menu o# the weekH rating o# ca#eterias through communit!

Ti3s ( t2i58s fo2 e?ams Mecommendation #or examsH short description and e aluation o# pro#essors

#.1.2. e6ond Stud6ing

&a2ties@ Clubbings@ E4ents 6nnouncements o# parties and e ents in the cit!$ reports and pictures o# clubbings (( online part! database. Meports and pictures are made b! our trend(scouts. 9obs=+ousing=Mone6 )ips G tricks concerning #inancial matters$ jobs$ and housingH in#ormation on rental law$ labour law$ insurance$ scholarships$ and social e##ects. 4omparison o# di##erent commercial banks concerning students, interestsH Support #or #inding a job$ including research$ application process$ contracts and taxes. !e>sti58e2 4ampus news and current headlines #rom press agencies such as 6P6$ newspapers or other media .sponsoring/.

#.2.

Se24i5es

Communi5ation Page 10

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%e o##er #ree %eb(based e(mail accounts$ #ree sms$ #ree calls .alarm calls$ appointments$ lo e dates/$ chat(channels. "ur site will be accessible through %6P. Vi2tual ma28et 3la5e "nline(database #or jobs$ housing$ pri ate lessons$ in#o(scouts .research( projects/$ master,s theses .registered companies ha e access to master,s theses and abstracts/$ scripts G textbooks .used textbooks$ ordering new textbooks/$ bulletin(board .small ad ertisements/ .2ou3>a2e %e o##er %eb(space #or project groups and #or registered users .possibilit! to use as isiting card/$ calendar #or project groups and indi idual users. 0un %e publish online games on our portal .user has the chance to win prizes/$ jokes with rankings .user is able to post jokes$ communit! e aluates/ Info;se24i5e 6 weekl! newsletter pro iding in#ormation and news will be sent to registered users and those interested on a weekl! basis. Vi2tual des8to3 )he *?iller(6pplication+ will be our 'nternet(based irtual desktop. Similar to the well known ;S(%indows desktop$ it o##ers all #eatures #rom sa ing documents$ to e(mail applications$ to running programs. %orld wide accessibilit! is guaranteed.

#.$.

Communit6

"ur 4ommunit! is going to be built on the students who isit our Site on a regular basis and ha e registered. "n the one hand$ we see the communit! as a possibilit! #or interaction and a place #or knowledge exchange on the other hand. 6 alue that is created b! the communit! itsel# through communication between communit! www.student.at Page 13

members. %e pro ide technical in#rastructure and possibilities #or users and members so that the! can gather and communicate.

#.$.1. Use2 +andling

"ne big problem man! communities #ace is that #orums are being spammed or misused #or ad ertising purposes. )o pre ent that #rom happening$ we are going to show the name o# communit! members who pro ided content. )hus$ people will think twice about insulting somebod! in the #orum when the! know that their name is going to be shown at the end o# their contribution. 'n addition to that$ we will implement a user(rating s!stem so that content a communit! member creates can be rated in order to gi e the author #eedback. )he second pro o# this point is that the ratings will be a eraged o er time. So somebod! who contributes good stu## to the communit! on a regular basis will ha e a er! good rating. )he rating o# the correspondent user will be shown at the beginning o# e er! article or comment. )his s!stem will lead to a er! high standard o# articles or comments because users will be aware that their work is going to be subject to rating b! other members. %e are well aware that this will pre ent some potential participants #rom creating creati eF#unF#unn!Fstrange content but made this decision #or the bene#it o# 8ualit! in#ormation on our site. 1esides #rom the *honour+ to achie e a good rating$ communit! members will be able to use their rating(points to take part in lotteries or gi e(awa!s o# ad ertising goods$ just another reason to pro ide good content.

#.$.2. In5enti4es fo2 Membe2s

;embers will recei e points #or good content. )he rating o# submitted work is done b! the communit! through a oting s!stem at the end o# e er! article. 'n general$ e er! action #or and within the communit! is rewarded with points.

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)here will be a 8uiz(like part in our %eb site. )he user will be asked a couple o# 8uestions and get points according to the number o# correct answers. &urthermore the user recei es points #or pro iding us with hisFher pro#ile or #or accepting special ad ertising )o keep the communit! growing$ points are granted #or making #riends and #amil! registering with us.

#.$.$. A:at is t:e use2 su33osed to do >it: :is 3ointsB

9ighscore list= )he users, points will be shown at the beginning o# e er! #uture article the user is pro iding$ with the result that people who ha e a lot o# points will ha e a big audience (( hence get a lot o# comments. )here will also be a easil! accessible highscore list a ailable on the site. SFhe can participate in a kind o# lotter!. %e will show ad ertising goods that we will ac8uire through sponsoring. )he user will see a photo o# the product and a brie# description$ along with a link to the manu#acturer,s %eb site. 9e can then choose how man! points he wants to risk on the product.

#.$.4. )eade2s:i3
6 ranking through a highscore list is also use#ul to establish certain roles. -eaders are necessar! just as in an! real li#e communit!. )he! can be in#ormal or #ormal and will co(ordinate e ents$ greet newcomers$ manage programs$ and keep acti ities li el! and ci il. -eadership programs also pro ide a possibilit! #or identi#ication with our communit! and helps binding members through taking a leadership role. 'n a next step$ leaders can be a recruiting pool #or us.

#.$.#. In5enti4es fo2 ou2 o>n 5ontent 32o4ide2s

4ore sta## will get a base(salar!. &reelancers will be paid on a per(article basis. Page 1D

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Per#ormance based pa!= 6 certain part o# the salar! depends on #eedback #or articles and other contributions and will be created b! multipl!ing points .!es our own content pro iders will be also judged b! our communit!/ with a certain #actor. So$ i# the! deli er content nobod! is interested in the! will #eel it at the end o# the month. %e decided to use this straight #orward approach in order to boost 8ualit! on our site.

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<. ;arket Mesearch

'.1.
o# them

Ma28et Anal6sis
aluable to us$ but #ocusing on groups that attract our special interest.

%e selected students as our target group #or our internet ser ice$ not considering all 2iennese students seem to be an interesting target$ since 2ienna is the biggest 6ustrian cit! and has a high number o# students with similar needs. 3<N o# all 6ustrian students stud! in 2ienna. )he second biggest cit! in terms o# students is 7raz$ representing 1IN o# all 6ustrian students. )he third cit!$ we are interested in is 'nnsbruck$ with a total o# about 2D$JJJ students. )he students in these three cities #orm our target group$ amounting to about 1K0$3JJ or K2N o# all 6ustrian students. %e will work a#ter this market b! o##ering *localised+$ i.e. uni ersit!( and cit!(speci#ic$ portals.

Figure 50 2i!tri3ution of $u!trian !tudent! "nce we ha e co ered the 6ustrian market$ neighbouring countries bear a lot o# potential #or #urther expansion$ with 7erman(speaking countries .7erman!$ Switzerland/ alone o##ering a market o# 2 million students. www.student.at Page 1K

'.1.1. Consume2;Anal6sis
Students opt #or customised in#ormation and ser ices with a local touch and the option o# interaction. 'nternet usage reaches its peak under students$ latest sur e!s show that D2N o# all students use the internet. "n the one hand$ this high number is based on the #act that its is er! eas! #or them to get internet access (( most uni ersities are e8uipped with the necessar! in#rastructure and o##er internet access #or #ree A and$ on the other hand$ the! just ma! be a little bit more open(minded than the a erage citizen. Students are trend setters$ the! create and #urther de#ine the needs o# #uture customers. )he! ha e to know !our brand name be#ore the! grow up and stop looking around. )he! are aluable as opinion(leaders and #or companies the! represent possible #uture sta##. Students$ being our target group$ need to be anal!sed exactl!. )he! are an important social group because$ in #uture times$ the! will earn a lot o# mone! which leads us directl! to the main disad antage o# this audience= 5uring their college !ears the! ha e little to no mone!. lue 5olla2 -ow 6 erage 9igh Students 9igh -ow -ow A:ite 5olla2 6 erage 9igh 6 erage

"pinion leader ;one! -o!alt!

'.1.2. Ma82o;Anal6sis
4ompanies are well aware o# the alue students can o##er #or them and want to contact them in order to recruit them as #uture customers or sta##(members. Ser ice( pro iders or ad ertising companies are also er! interested in our means o# reaching them and we will be luck! to bring those two groups together.

'.2.

%t:e2 Com3etito2s

"ur expansion strateg! o# establishing strong local a##iliates in the respecti e cities distinguishes us #rom our competitors. "ur web(based editing s!stem lets us spread our ser ices 8uickl! and easil!.

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Student.at,s main competitors are= Student3latfo2ms and &o2tals campus2day.de 7erman in#ormation site and communit! #or students with a pan( European #ocus. -egal= 'ncorporated as a Public -imited 4ompan! under 7erman lawH was recentl! merged with S"S Students .student,s sites and e ents in B? and Spain/ -ocated= &inance= Strength= Ser ices= %eakness= 4students.de 7erman students communit! #ocused on interaction. -egal= 'ncorporated as a Public -imited 4ompan! under 7erman law. 'P" 6pril JJ on www.tradecross.de$ a internet based trading plat#orm -ocated= &inance= Strength= Ser ices= 9O in 6ugsburgF7erman!. Site #or 7erman speaking countries 7ood #inancial background$ 6uthenticit!$ 9M potentialH Strong Partners .6'ESE4$ doo!oo$ tra el20.com$ 7;X$ eba!/ e(mail$ 9omepage$ 4hat$ S;S$ 5iscussion 7roups$ 'ncenti e S!stem .based on biding in auctions/ %eakness= little pro#essional content$ #reak! 9ead8uarters in ;annheimF7erman!. 'nternet sites #or 7erman!$ B?$ 'tal!$ &rance and Spain. Strong #inancial background$ &inance$ 9M potential e(mail$ 9omepage$ 4hat$ 5iscussion 7roups little authenticit! and rarel! student related approach.

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cycamp.at 6ustrian students communit! #ocused on pro iding in#ormation on e ents .clubbings$ parties/ and reports -egal= -ocated= &inance= Strength= Ser ices= 'ncorporated as a Pri ate -imited 4ompan! under 6ustrian law. 9O in 2ienna. %eak #inancial background$ #ocus on organic growth 6uthenticit!$ 9M potentialH Strong co(operation with student,s union$ #irst(mo er ad antage in 6ustria 5iscussion 7roups$ 'ncenti e S!stem$ online auctions #or scripts and textbooks$ irtual job market %eakness= little pro#essional content$ #reak! collegeclub.com (comparable with studentadvantage.com) BS based interaction and e(commerce plat#orm #or students -egal= -ocated= &inance= Strength= Ser ices= #ounded 1KK2$ 'P" 1KK< 9ead8uarters in San 5iego$ 46 and 1oston$ ;6 Strong #inancial background$ 4urrent ;arket 4apitalization P 11I$003$J<3 &inance$ well established e(mail$ 9omepages$ 4lubs$ 5iscussion 7roups$ 4hat$ 'ncenti e S!stem .biding in auctions/$ 1udd! -ist$ Photo galler! %eakness= -ittle ?nowledge o# European ;arket

Icicampus.com 's a &rench(based student plat#orm -egal= -ocated= www.student.at pri ate limited compan! Paris$ Partner Sites in 7erman!$ Spain$ 'tal!$ B? Page 22

Ser ices= &inance= Strength=

e(mail$ chat$ 'ncenti e S!stems$ 2irtual 5esktop in .#r strong background$ BS in estors )echnolog!$ &inance

%eakness= little pro#essional$ student related content

Email

C!at#%es senger

Home& pages

Club

'uddy List

(%(

Virtual )esktop

*o us

*inan ial

C+day,de .students,de y amp,at 0 i ampus, om College lub, om

EGermany A/ E-(

implemented strong ok 0u2t:e2 Com3etito2s in t:e Ma28et of Student Sites in5ludeC grin,de1 li k2is!,de1 be lever, om1 2orstudents,at !ausarbeiten,de # 2a !arbeiten,de # skripten,at # terminal,at 333,audima4,de # uni um,de student,de po3erstudents, om # student enter,org # student, om studen$, om sear !gate, o,uk in#ormation sites o# 6ustrian Students, Bnions .Ho !s !5lers !a2ten/ 0u2t:e2 Com3etito2s utanet,at # lion, lub,at # party,at o##line print products # msn,at # austriaonline,at

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D. ;arketing
-.1. Ma28eting .oals

"ur marketing acti ities are based on the #ollowing assumptions and aim at reaching the targets as described below.
)housand 4ontact Price .6)S/ Expected ad iews per month Qumber o# ad iews per isit 2isits per month 2isits per da! Percentage o# students per da! 0JJ 3$JK0$0J3 0 DD3$<J1 23$DI< 12N

SalesC 4ommission Me enue per !ear .6)S/ Me enue per month .6)S/ Sales procured per month .6)S/ Sales procured per da! .6)S/

1JN 1$KIJ$01K 1<3$J30 1$<3J$30K 33$J11

&a2tne2s:i3s = &a2ti5i3ation at Re52uiting 0ai2sC Me enue per month .6)S/ Me enue per !ear .6)S/

20D$332 2$KDJ$<2K

-.2.

Ad4e2tising

-.2.1. Ad4e2tising fo2 )aun5:

%e are going to concentrate our marketing acti it! on the launching period$ which takes place in &ebruar!F;arch 2JJ1 at the beginning o# summer term 2JJ1 A period o# about #our weeks. )he #irst #ew weeks o# a new term tend to be er! hectic #or students$ since the! ha e to organise themsel es and do a lot o# administrati e paperwork. )here#ore$ the! tend to pa! less attention to ad ertising acti it! in this phase. 6lthough we are well aware o# this circumstance$ we are also aware that uni ersities are highl! #re8uented during this time$ thus pro iding the largest audience #or ad ertising. 7i en that at man! 6ustrian uni ersities students come to uni ersities rarel! or at di##erent times$ we are going to launch e en i# students paid less attention to our ad ertising. www.student.at Page 20

-.2.2. %ngoing Ma28eting A5ti4ities

%n;5am3us 3oste2s &irst o# all$ we are going to position large posters .ca. I x 1.3m/ at the main entrances o# the uni ersities. 7i en that some uni ersities ha e se eral important$ locall! separated #aculties on di##erent campuses$ e.g. 2ienna Bni ersit!$ we expect to mount 13 odd o erhead posters #or the I uni ersities addressed. 6part #rom that$ we are going to mount standard posters .ca. 1 x 1.3m/ at di##erent well(#re8uented places. %e expect to mount 1 poster per 23J students$ thus reaching a total o# I0I posters. .i4e;a>a6s and leaflets %e are going to hand out #ree gi e(awa!s$ e.g. ball points$ lighters with our logo and BM- to students on the campus. &urthermore$ we also hand out lea#lets to students. 1! these measures$ we intend to reach 23N o# our target group with the gi e(awa!s and <JN with lea#lets$ not accounting #or the #act that some people recei e more gi e(awa!s or lea#lets. 9ence$ the total number o# gi e(awa!s amounts to 33$JJJ pieces and the number o# lea#lets to 12D$2JJ pieces. Re52uiting fai2s %e are going to organise recruiting #airs at our target uni ersities$ with organising se eral #airs #or di##erent #aculties at the major uni ersities$ e.g. 2ienna Bni ersit!$ 7raz Bni ersit!$ and 'nnsbruck Bni ersit!. 9ence$ we expect to organise a total o# 13 recruiting #airs. 'n the course o# these #airs$ we intend to recruit emplo!ees and$ #irst o# all$ in#o(scouts. &urthermore$ we shall use this plat#orm to do presentations in #ront o# a large audience$ with little or low costs. &or these e ents$ we will co(operate with local student initiati es or uni ersit! institutions. 4osts will be co ered with the #ees o# the participating #irms. Ao28s:o3s )o gi e students interested in topics such as the 'nternet$ %eb$ %eb(publishing$ %eb site design etc. some help$ we will organise workshops co ering these topics. Since www.student.at Page 23

we pursue an educational goal with these workshops$ we expect to recei e uni ersit! support in the #orm o# in#rastructure$ thus lea ing us with onl! the personnel costs. 'n the launching period in &ebruar! and ;arch 2JJ1 we will organise 3< workshops$ thus reaching more than 1$3JJ students. 'n the #ollowing period we intend to organise 3 workshops per month at I selected Bni ersities with an a erage number o# 3J participants. )hus$ we reach a number o# D2J students in 20 workshops who are supposed to partl! become the core group o# our isitors that will take a leadership role within the communit! and ha e a multipl!ing e##ect within their group o# colleagues and #riends on campus. Ads in uni4e2sit6 media 6ll uni ersities or #aculties ha e their own media and newsletters$ #or which we are going to pro ide articles o# our communit! in connection with ads$ thus reaching a large percentage o# our target group at little cost. S3onso2ing %e are going to sponsor as man! e ents$ e.g. clubbings$ as possible. %e seek co( operation with e ent organisers$ whom we o##er #ree ad ertising on our %eb site in exchange #or allowing promotion acti ities at their e ents. &ind a detailed calculation o# expected costs below. Ma28eting a5ti4ities in 0eb2ua26= Ma25: 2111
"enomination 1ig posters Small posters 7i e(awa!s -ea#lets %orkshops 6ds in campus media Sponsoring PM 6genc! !umbe2 13 I0I 33$JJJ 12D$2JJ 3< 3J 3J 1 &2i5e=&ie5e 3$JJJ 1JJ < 1.3 2$IJJ 1J$JJJ 3$JJJ 3J$JJJ Total .6)S/ D3$JJJ I0$IJJ 31I$JJJ 1KJ$IJJ 13<$IJJ 3JJ$JJJ 13J$JJJ 3J$JJJ 1@$2#@411

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%ngoing Mont:l6 Ma28eting A5ti4ities

"enomination 1ig posters Small posters 7i eawa!s -ea#lets %orkshops 6ds in campus media Sponsoring PM 6genc! !umbe2 1 IJ 2JJJ 1JJJJ 20 I 13 1 &2i5e=&ie5e 3.JJJ$JJ 1JJ$JJ <$JJ 1$3J 2.IJJ$JJ 1J.JJJ$JJ 3.JJJ$JJ 3J.JJJ$JJ Total .6)S/ 3.JJJ$JJ I.JJJ$JJ 12.JJJ$JJ 13.JJJ$JJ <D.2JJ$JJ IJ.JJJ$JJ 03.JJJ$JJ 3J.JJJ$JJ 2/2.211@11

I. &inancial Plan
5etailed calculations please #ind in appendix.

/.1.

Assum3tions

/.1.1. Sou25e of 2e4enue

6#ter a preliminar! anal!sis$ we expect our re enue to emanate #rom the #ollowing sources=

13N

1JN ad ertising commissions on goods sold partnerships

D3N

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6s presented abo e$ the bulk o# our re enue comes #rom ad ertising and this is done ia banners and buttons on our %eb pages. 6ccording to http=FFwww.acti eagent.at the current thousand(contact(price amounts to roughl! 6)S0JJ. %e expect to #etch at least this price on a erage$ gi en that we onl! obtain part o# our ad ertising income #rom this source and the remainder emanates #rom direct contracts with ad ertisers. &urthermore$ we o##er products related to our content to students$ e.g. books mentioned in the bibliograph! o# irtual lectures but also journe!s$ computers$ and tickets. )hat means$ this products can be ordered #rom our partners A to be speci#ied A ia our portal. &or this ser ice we charge our partners$ at least$ a commission o# 1JN. )hird$ we seek co(operation with companies b! o##ering them se eral ser ices. &irst and #oremost$ we organise workshops in 'nternet(related #ields and gi e companies the chance to present themsel es in the course o# these workshops. 'n addition$ we regularl! organise recruiting #airs at the di##erent uni ersities where companies can rent stalls #or recruiting and public relations. -ast but not least$ we act as a knowledge broker$ with students o##ering theses and other publications which can be used b! companies in return #or an annual #ee and a certain pa!ment #or e er! indi idual document ordered. &urthermore$ companies can commission research studies to students on our %eb site.

/.1.2. 0inan5ial assum3tions

'n order to attract shareholders$ we o##er a Meturn(on('n estment o# 23N. 6s shown in the annex to this chapter$ we calculated the #inancial re8uirements until breaking e en to amount to about 6)S11$JJJ$JJJ. "ne million is to raised b! the core group$ #ounders$ in order to incorporate a public limited compan!. )he remainder is going to be raised b! two rounds o# #unding$ with raising 6)S3$JJJ$JJJ each time. )he #irst round o# #inance is supposed to be completed at the end o# 6ugust 2JJJ and the second at the end o# @anuar! 2JJ1. &or the capital supplied we o##er potential shareholders a 0KN stake in our compan!. )he #ollowing table is intended to illustrate this point= www.student.at Page 2I

'n estment #ounders and emplo!ees enterprise alue M"E E1') 4ost per month cost per !ear Me enue per !ear Me enue per month

6mount 11.JJJ.JJJ$JJ 11.00I.KDK$3K 22.00I.KDK$3K 23N 3.<12.200$KJ 13.310.0JJ$JJ 2J.K2<.<00$KJ

Stake 0KN 31N 1JJN

1.2D<.2JJ$JJ

1.D03.IID$JD

&urthermore$ the table shows the re enues we ha e to obtain in order to reach our pro#itabilit! goal.

/.2.

In5ome statement ( Cas:;flo> statement

Bsing the numbers as #ound in the annex hereto$ we ha e drawn up the #ollowing cash(#low statement. %e expect to reach our goals b! the end o# 2JJ1$ thus making 2JJ2 the #irst !ear o# #ull operation which can be regarded as representati e #or later #iscal !ears.
4ash #low statement total re enue total costs o3e2ating 2esult #inancial #igures E IT depreciation charges Cas: flo> f2om o3e2ating a5ti4ities 'n estment Cas: flo> II shareholders contribution Total Cas: flo> 4ash and e8ui alents at begin o# period )otal cash #low Cas: and eDui4alents at end of 3e2iod 2JJJ DJ.JJJ$JJ (3.112.3JJ$JJ ;$.142.#11@11 J$JJ ;$.142.#11@11 KD.3JJ$JJ ;2.,4#.111@11 (DIJ.JJJ$JJ ;$.-2#.111@11 <.JJJ.JJJ$JJ 2.2-#.111@11 J$JJ 2.2D3.JJJ$JJ 2.2-#.111@11 2JJ1 I.K<J.<JJ$JJ (10.IDI.IJJ$JJ ;#.,1/.211@11 J$JJ ;#.,1/.211@11 2DJ.JJJ$JJ ;#.'4/.211@11 (3JJ.JJJ$JJ ;#.,4/.211@11 3.JJJ.JJJ$JJ ;,4/.211@11 2.2D3.JJJ$JJ (K0I.2JJ$JJ 1.$2'./11@11 2JJ2 2J.3I<.JJJ$JJ (10.33I.KJJ$JJ '.14-.111@11 J$JJ '.14-.111@11 2DJ.JJJ$JJ '.$1-.111@11 (3JJ.JJJ$JJ '.11-.111@11 J$JJ '.11-.111@11 1.32<.IJJ$JJ <.J1D.1JJ$JJ -.$4$.,11@11

)he #ollowing graph is intended to show our cash re enues$ cash out#lows$ and net cash #lows in detail throughout the period @ul! 2JJJ A 5ecember 2JJ2. 'n addition$ the graph shows our cash #low a#ter allowing #or shareholders, contributions$ i.e. in September 2JJJ and &ebruar! 2JJ1.

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2ea8 e4en
I.JJJ.JJJ$JJ D.JJJ.JJJ$JJ <.JJJ.JJJ$JJ 3.JJJ.JJJ$JJ Re4enue@ Costs 0.JJJ.JJJ$JJ 3.JJJ.JJJ$JJ 2.JJJ.JJJ$JJ 1.JJJ.JJJ$JJ J$JJ (1.JJJ.JJJ$JJ (2.JJJ.JJJ$JJ Qo . JJ Qo . J1 ;Rr. J1 ;Rr. J2 Sep. J1 Sep. JJ Sep. J2 Qo . J2 (3.JJJ.JJJ$JJ @ul. JJ @Rn. J1 @Rn. J2 @ul. J1 ;ai. J1 ;ai. J2 @ul. J2

Time
costs re enue cash #low cumulated cash #low a#ter shareholders: contribution

Figure 60 4e enue! and Co!t! )o conclude$ we intend to break e en$ i.e. re enues co er costs #or the #irst time$ in Qo ember 2JJ1.

/.$.

alan5e S:eets

'n order show the de elopment o# our #inancial assets$ we set up the planned #ounding balance sheet$ the planned balance sheets at the end o# the #iscal !ears$ and the balance sheets be#ore and a#ter increases in share capital. )he re8uired capital #or an public limited compan! under 6ustrian law amounts to EuroDJ$JJJ$ i.e. 6)SK<3$JJJ. )he initial share capital amounting to 6)S1$JJJ$JJJ is pro ided b! the #our #ounders$ i.e. 23J$JJJ each.

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alan5e s:eet as of 1.1-.11 Assets current assets 1.JJJ.JJJ$JJ cash S e8ui alents 1.JJJ.JJJ$JJ #ixed assets )otal J$JJ J$JJ 1.JJJ.JJJ$JJ )iabilities shareholders: #unds 1.JJJ.JJJ$JJ 1.JJJ.JJJ$JJ

liabilities

J$JJ

J$JJ 1.JJJ.JJJ$JJ

alan5e s:eet as of $1./.11 Assets current assets cash S e8ui alents #ixed assets )otal I.3JJ$JJ I.3JJ$JJ 30J.JJJ$JJ 30J.JJJ$JJ 30I.3JJ$JJ )iabilities share capital 1.JJJ.JJJ$JJ retained pro#its .loss/ (<31.3JJ$JJ shareholders: e8uit! 30I.3JJ$JJ 30I.3JJ$JJ

alan5e s:eet as of 1.,.11 Assets current assets 3.JJI.3JJ$JJ cash S e8ui alents 3.JJI.3JJ$JJ #ixed assets )otal 30J.JJJ$JJ 30J.JJJ$JJ 3.30I.3JJ$JJ )iabilities share capital 1.03J.JJJ$JJ reser es 0.33J.JJJ$JJ retained pro#its .loss/ (<31.3JJ$JJ shareholders: e8uit! 3.30I.3JJ$JJ 3.30I.3JJ$JJ

alan5e s:eet as of $1.12.11 Assets cash S e8ui alents 2.2D3.JJJ$JJ current assets 2.2D3.JJJ$JJ #ixed assets )otal <I2.3JJ$JJ <I2.3JJ$JJ 2.K3D.3JJ$JJ )iabilities share capital 1.03J.JJJ$JJ reser es 0.33J.JJJ$JJ retained pro#its .loss/ (3.J02.3JJ$JJ shareholders: e8uit! 2.K3D.3JJ$JJ 2.K3D.3JJ$JJ

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alan5e s:eet as of $1.1.11 Assets current assets 1.3J1.JJJ$JJ cash S e8ui alents 1.3J1.JJJ$JJ #ixed assets )otal <I3.JJJ$JJ <I3.JJJ$JJ 1.KI<.JJJ$JJ )iabilities share capital 1.03J.JJJ$JJ reser es 0.33J.JJJ$JJ retained pro#its .loss/ (0.J10.JJJ$JJ shareholders: e8uit! 1.KI<.JJJ$JJ 1.KI<.JJJ$JJ

alan5e s:eet as of 1.2.11 Assets current assets <.3J1.JJJ$JJ cash S e8ui alents <.3J1.JJJ$JJ #ixed assets )otal <I3.JJJ$JJ <I3.JJJ$JJ <.KI<.JJJ$JJ )iabilities share capital 1.KJJ.JJJ$JJ reser es K.1JJ.JJJ$JJ retained pro#its .loss/ (0.J10.JJJ$JJ shareholders: e8uit! <.KI<.JJJ$JJ <.KI<.JJJ$JJ

alan5e s:eet as of $1.12.11 Assets current assets 1.32<.IJJ$JJ cash S e8ui alents 1.32<.IJJ$JJ #ixed assets )otal D12.3JJ$JJ D12.3JJ$JJ 2.J3K.3JJ$JJ )iabilities share capital 1.KJJ.JJJ$JJ reser es K.1JJ.JJJ$JJ retained pro#its .loss/ (I.K<J.DJJ$JJ shareholders: e8uit! 2.J3K.3JJ$JJ 2.J3K.3JJ$JJ

alan5e s:eet as of $1.12.12 Assets current assets D.DI<.0JJ$JJ cash S e8ui alents D.DI<.0JJ$JJ #ixed assets )otal 3JJ.JJJ$JJ 3JJ.JJJ$JJ I.JI<.0JJ$JJ )iabilities share capital 1.KJJ.JJJ$JJ reser es K.1JJ.JJJ$JJ retained pro#its .loss/ (2.K13.<JJ$JJ shareholders: e8uit! I.JI<.0JJ$JJ I.JI<.0JJ$JJ

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K. "peration Plan and )ime -ine

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1J. 6ppendices
11.1. Te5:nolog6

"ur protot!pe embodies the main #eature o# our site$ personalisation. 6 student has the possibilit! to register and then login with his personal pre#erences. 'n this ersion o# the protot!pe$ the target was #unctionalit! not design. Processed data is sa ed in a ;SSO- database. )he programming language to access the database is 6cti e Ser er Pages with 21(Scripting.

11.1.1.

"ata Model

Figure 70 2ata "odel for Per!onali!ation 6s !ou can see abo e$ we ha e one man!(to(man! relationship. )hat means a student is able to ha e more than one pre#erence and an url can be chosen b! more than one student. )he protot!pe is now online= Eou can reach it at http=FF212.1D.D1.113=IJIJ

11.2.

0inan5ial &lan
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Please look at the attached spread sheets. www.student.at