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