Matching Items (27)
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- All Subjects: Entrepreneurship
- Creators: Department of Marketing
- Resource Type: Text
Description
In this paper, our Founders Lab team members — Jacob Benevento, Sydney Evans, and Alec Whiteley — recount the year-long entrepreneurial journey that led to the creation and launch of our venture, Certified Circular. Certified Circular is a program that certifies on-campus events for implementing circular practices into their activities as well as off-campus businesses. The venture was formed in response to our group’s propelling question and industry selection, which called on us to create and market a venture within the ethical circular economy.
ContributorsBenevento, Jacob Keith (Co-author) / Evans, Sydney (Co-author) / Whiteley, Alexander (Co-author) / Byrne, Jared (Thesis director) / Marseille, Alicia (Committee member) / Jordan, Amanda (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The current model of revenue generation for some free to play video games is preventing the companies controlling them from growing, but with a few changes in approach these issues could be alleviated. A new style of video games, called a MOBA (Massive Online Battle Arena) has emerged in the past few years bringing with it a new style of generating wealth. Contrary to past gaming models, where users must either purchase the game outright, view advertisements, or purchase items to gain a competitive advantage, MOBAs require no payment of any kind. These are free to play computer games that provides users with all the tools necessary to compete with anyone free of charge; no advantages can be purchased in this game. This leaves the only way for users to provide money to the company through optional purchases of purely aesthetic items, only to be purchased if the buyer wishes to see their character in a different set of attire. The genre’s best in show—called League of Legends, or LOL—has spearheaded this method of revenue-generation. Fortunately for LOL, its level of popularity has reached levels never seen in video games: the world championships had more viewers than game 7 of the NBA Finals (Dorsey). The player base alone is enough to keep the company afloat currently, but the fact that they only convert 3.75% of the players into revenue is alarming. Each player brings the company an average of $1.32, or 30% of what some other free to play games earn per user (Comparing MMO). It is this low per player income that has caused Riot Games, the developer of LOL, to state that their e-sports division is not currently profitable. To resolve this issue, LOL must take on a more aggressive marketing plan. Advertisements for the NBA Finals cost $460,000 for 30 seconds, and LOL should aim for ads in this range (Lombardo). With an average of 3 million people logged on at any time, 90% of the players being male and 85% being between the ages of 16 and 30, advertising via this game would appeal to many companies, making a deal easy to strike (LOL infographic 2012). The idea also appeals to players: 81% of players surveyed said that an advertisement on the client that allows for the option to place an order would improve or not impact their experience. Moving forward with this, the gaming client would be updated to contain both an option to order pizza and an advertisement for Mountain Dew. This type of advertising was determined based on community responses through a sequence of survey questions. These small adjustments to the game would allow LOL to generate enough income for Riot Games to expand into other areas of the e-sports industry.
ContributorsSeip, Patrick (Co-author) / Zhao, BoNing (Co-author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Barrett, The Honors College (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor)
Created2015-05
Description
The objective of this paper is to give information that can assist Independent (indie) authors at every stage of the book process: development, promotion and distribution of their books. The book market is changing, and it's changing today. As the market evolves it is essential for authors to evolve as well. Due to the market's evolution, authors must question every stage of the book process, from beginning to end. It is due to these significant changes that my paper will be formatted more as a guide for newer indie authors or authors who are having trouble keeping up with the new market. The guide will assist indie authors at every stage of the book process and will also make clear where the new market stands. In order to create a more credible guide, I collected large amounts of primary data and entered the market myself in order to truly understand the new market from an indie author's position. I found this approach essential due to the near absence of credible secondary data and because of the plethora of nuances at every stage of the book process. For primary data, I created and distributed an in-depth survey with the purpose of revealing book blogger preferences, online habits, and preferred methods of contact. The reason for my focus on book bloggers is because of the greatly increased importance of book reviews. I also believe that book blogger preferences are a good indicator of what the typical reader enjoys, giving me further insight into market preferences as a whole. I became an indie author in order to better understand the market so that I could ask the right questions and be better able to give practical suggestions. I wanted to create a guide that real indie authors could use, so it seemed natural that I should become a real indie author. This guide is structured in the way indie authors would create their book.
ContributorsCollopy, Robert Edward (Author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
A fun, interactive, and practical motivational speaking package designed to inspire and encourage high school and college students, as well as young adults, to achieve success and discover their leadership potential. Using secrets learned from starting my own business, Board Blazers LED Underglow Skateboard Lighting, and performing as Drum Major of the 400+ member ASU Sun Devil Marching Band, I share tips and tricks that can be applied in everyday life. Topics include surviving in difficult leadership situations unique to young leaders, celebrity confidence secrets, and creating infectious enthusiasm while working on a team.
ContributorsRudolph, Gregory James (Author) / Eaton, John (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
Abstract The purpose of this project is to utilize the models and concepts from Information Measurement Theory (IMT) to help minimize future decision making with respect to my career path. When I began this project, my future was clouded, my initial conditions were unknown, my stress over future career-path decisions was high, and I had eight possible career paths in mind. I have narrowed my career-path options from eight to four. In addition, I have determined a one-year plan that enables me to be prepared to pursue any of the four career paths that I have found align with me. In this project, I explored my dominant initial conditions with respect to my career path. I tracked the job history of my grandparents and parents. These efforts allowed me to identify the strengths and weaknesses that I was exhibiting by the age of three. Natural law dictates that the strengths and weaknesses of my younger self will be the same strengths and weakness that I excel at and struggle with today. I then used my understanding of natural law and the event model process to map the strengths and weaknesses of my parents and grandparents and to compare and contrast these to my strengths and weaknesses, including those that were apparent by the time that I was three years old. Focusing in on what I really want from a job, four main goals were established to grade the various future career-path options. Finally, I documented my transition from uncertainty to clarity. It began with my sobriety and ended with a milestone one-year plan that will give me information that I need to commit to my career path. This transition has had significant impact. The elusive "who am I" has been addressed, not completely but addressed sufficiently so that the question no longer plagues me. I know from where I have come. I have gained significant insight from those around me who know me. All of this has been documented for my own personal use, and for my children someday. This process permitted me to eliminate outliers from my eight original career paths, reducing them to four. In addition, application of IMT models and concepts has allowed me to see one year into the future. With my new-found knowledge, I will listen and watch the doors close on three of the remaining four career paths, as there is only one path I am meant to take.
ContributorsRichardson, Trevor Woods (Author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Industrial, Systems (Contributor) / Barrett, The Honors College (Contributor) / Del E. Webb Construction (Contributor)
Created2014-05
Description
Semiconductor Manufacturer (Semi) wants to improve the valuation of the extended warranties they purchase for their metrology tools and determine whether or not extended warranties are worth the financial investment. Historically, suppliers have commonly overvalued warranties. For example, there is a 50%-60% profit margin on warranties in the consumer electronics industry. The costs incurred from purchasing extended warranties contribute to millions of dollars each year in tool ownership for Semi. By creating an extended warranty valuation model, our goal is to reduce the total cost of metrology tool ownership. A different perspective on the valuation of extended warranties will lead to an increased bottom line for Semi. Our valuation model will assist in determining warranty purchase pricing and appropriate service levels of maintenance personnel associated with the extended warranties. The model's objective is to compare the statistical expected total cost of buying tool parts on an "as needed" basis with the quoted price of an extended warranty. It will assess the strict financial value of either buying or not buying the extended warranty. Using actual tool part consumption data, the model can quickly evaluate the value of a supplier's warranty offer. In addition, the results from the model can be used as a negotiation tool with the suppliers. However the model will have its limitations. For example, the model will not be able to evaluate whether a metrology supplier relies on extended warranty revenues to fund research and development or whether a supplier has the financial health to remain in business with the loss of extended warranty related revenues. A shift in extended warranty purchasing by Semi could have a profound impact on the number of competitive suppliers in the future, and Semi's managers should take this into account when altering their extended warranty purchasing strategy. Our model can be utilized for three different functions: negotiating with suppliers, simplifying the decision to buy or not buy an extended warranty and influencing managers' purchasing strategies. Changing the service level costs of labor can impact Semi's decision to buy or not the extended warranty due to its effect on the probability of the warranty being a good or bad deal. In addition, the model output can significantly influence a manager's purchasing strategy within the organization by breaking down the cost savings associated with the metrology tools' part failures. In order to improve the accuracy and effectiveness of the financial model, we recommend that Semi collect and assemble the model input data in a different manner. Although it is possible Semi does collect more detailed data, the input data we received needed to be more comprehensive; it should include a list of tool parts with their respective failure dates, along with which supplier is responsible for which tool. Furthermore, Semi should develop a supplier scorecard to account for financial health, which can be factored into the model. This will result in a more precise evaluation on whether or not an extended warranty is worth the financial investment.
ContributorsGordon, Audrey Elizabeth (Co-author) / Barkley, Erin (Co-author) / Brady, Max Jordan (Co-author) / Lin, Jessica (Co-author) / Shieffield, Ethan (Co-author) / Hertzel, Michael (Thesis director) / Simonson, Mark (Committee member) / Schembri, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor)
Created2013-05
Description
Dr. Dean Kashiwagi created a new thinking paradigm, Information Measurement Theory (IMT), which utilizes the understanding of natural laws to help individuals minimize decision-making and risk, which leads to reduced stress. In this new paradigm, any given situation can only have one unique outcome. The more information an individual has for the given situation, the better they can predict the outcome. Using IMT can help correctly "predict the future" of any situation if given enough of the correct information. A prime example of using IMT would be: to correctly predict what a young woman will be like when she's older, simply look at the young woman's mother. In essence, if you can't fall in love with the mother, don't marry the young woman. The researchers are utilizing the concept of IMT and extrapolating it to the financial investing world. They researched different financial investing strategies and were able to come to the conclusion that a strategy utilizing IMT would yield the highest results for investors while minimizing stress. Investors using deductive logic to invest received, on average, 1300% more returns than investors who did not over a 25-year period. Where other investors made many decisions and were constantly stressed with the tribulations of the market, the investors utilizing IMT made one decision and made much more than other investors. The research confirms the stock market will continue to increase over time by looking at the history of the stock market from a birds-eye view. Throughout the existence of the stock market, there have been highs and lows, but at the end of the day, the market continues to break through new ceilings. Investing in the stock market can be a dark and scary place for the blind investor. Using the concept of IMT can eliminate that blindfold to reduce stress on investors while earning the highest financial return potential. Using the basis of IMT, the researchers predict the market will continue to increase in the future; in conclusion, the best investment strategy is to invest in blue chip stocks that have a history of past success, in order to capture secure growth with minimal risk and stress.
ContributorsBerns, Ryan (Co-author) / Ybanez, Julian (Co-author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
Description
The thesis "How Professional Artists Can Better Promote Themselves Online" aims to create a solution to improve artists' online sales and exposure. With the Internet being such a congested platform, I began to wonder how it was possible for artists to stand out from the crowd. I conducted six in-depth interviews in order to form a better understanding of what problems and frustrations artists currently faced everyday online. The data I collected from these interviews transformed my thesis into an entrepreneurial venture, and the iPhone app Artello was born. I created an entire working prototype of my app using Keynotopia. Artello's mission is to build an interactive art community that will create and foster relationships between artists and buyers like never before. This platform illustrates to buyers an artist's personality, style, and individual story. With Artello's guidance, artists will form stronger relationships with art buyers, connect with similar artists, and create a compelling online presence.
ContributorsPoole, Parker Anne (Author) / Gray, Nancy (Thesis director) / Pomilio, Mark (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2015-05
Description
After traveling to both Germany and Austria and attending traditional festivals such as Oktoberfest in Munich and the famous Christkindl Markets in Salzburg and Innsbruck, we were both inspired by our cultural and culinary experience. This also fostered confusion as to why German and Bavarian cuisine was an underrepresented food category in the U.S.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
We completed in depth secondary research, focusing on environmental trends (social, economic, technological, political/legal, and natural) that affect the business environment in America, as well as produced a current market analysis of the American restaurant industry. This market analysis includes the discovery and evaluation of the history of the American restaurant industry, its evolution, its forecasted trends, and more specifically, taking a closer look at the nearly visible presence German cuisine establishments currently represent in America’s marketplace. By uncovering forecasted trends and determining the important presence the restaurant industry holds in America’s economy, we confirmed that designing and opening a German inspired restaurant is a great investment in an industry that continues to grow and prosper.
Before settling on a concept, we tested three unique German inspired models. Option 1, Prost, uniquely resembles a bar. Prost is described as a very casual and spacious beer garden placing an emphasis on quality German beer and small shared plates or appetizers. In contrast, option 2, Geister Haus is described as an upscale sit down restaurant that not only provides a wide selection of beer, wine, and spirits, but also an extensive menu with traditional German plates. Geister Haus is meant to provide its consumers with the authentic German experience. Lastly, option 3, Das Good is a modern concept that creates a fusion of German and American culture by providing traditional German specialties with a twist.
After conducting a survey testing all three concepts, the feedback we received from our test subjects (41 individuals representing diverse demographics) confirmed that Das Good was the most interesting German inspired concept that they would most likely visit. However, Prost was a close second, and many respondents suggested a combination of the two concepts; that is how the finalized Das Good restaurant was formed. Das Good’s business plan includes:
Company mission and values centered around diversity, community, and celebration
Target consumer profile otherwise known as Jackson Nelson that represents the specific demographic and psychographic qualities of a potential consumer we intend to attract
Competitive analysis of three carefully selected primary competitors (The Yard at Culinary Dropout, Brat Haus, and Pedal Haus Brewery) located within the Valley
Beyond the details of our business plan, we placed an emphasis on the marketing campaigns and design aspects of Das Good. For example, we researched three specific locations in which we will consider to invest, and developed a full menu including item descriptions and prices. We focused on physical evidence of store blueprints including indoor seating and outdoor patio layout and explained the value of our community centered open floor plan. Finally, we crafted a two-fold marketing plan that integrates digital exposure via local influencers and customer engagement via prize-worthy games featured at music, arts, and food festivals.
ContributorsWillett, Sydney (Co-author) / Doloresco, Sophia (Co-author) / Trujillo, Rhett (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
“Digital Entrepreneurship: Creating and Doing Business in the Digital Age” is a resource for any current entrepreneur or aspiring entrepreneur who wants to learn about all things related to entrepreneurship in the Digital age, including how to start, what type of business to create, and everything ranging from advertising to web design. These pages serve as a resource for anyone looking into starting a business online and create their own path for wealth. After reading this paper you will learn how a college individual was able to create his own business as a side hustle while still a full time-student, how to legally start your own business for any niche or industry and a deep dive on all aspects of digital marketing in order to make your business successful. This paper also defines over twenty digital marketing terms and what steps you can take to implement each tactic into your business immediately. Research from a hundred different small business owners and marketing professionals around the world shows the latest trends and what they are currently doing in their own business as well. Using the author's own business (Paradise Marketing), we take a deep dive into how anyone can create their own business with just a few simple yet tactical steps. It doesn’t matter if you work in the largest industry in the world or the small niche that only a small market would use. Whether it's a small project or a large business idea you might have, use this thesis as not only a guide but a testimonial to the power of digital marketing and entrepreneurship in the current digital age.
ContributorsCooper, Ryan Wayne (Author) / Sebold, Brent (Thesis director) / Williams, Tamika (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12