Instituto Tecnolgico y de Estudios Superiores de Monterrey

Campus Puebla

E-Commerce and Technology

Dr. Macedonio Alans Gonzlez

Tutor Professor

Karina E. Villarreal Martnez

Assignment

Case 2: Building a Brand: ExchangeHunterJumper.com

Team 43

Jos Luis Arellano Camacho A01323890

Laura Pamela Resndiz A01170704

Ana Diana Escobar A01320100

Gabriel Mora A01320193

Amrica Espinosa A01323885

June 26th, 2016

 Case 1: Building a Brand: ExchangeHunterJumper.com

Background

Dagny Amber Aslin works in the horse world as professional trainer, She had part-time job
(market and sell high-end and developed website), also got to understand that selling horses
and houses are similar: over price, emotional, vetting, negotiation and agents. There were
many opportunities to think about making a new company to sell horses:

Horse professionals need a high-quality reliable source of mounts

Little time to search the market
Lack of a good grasp of modern technology

EnxhangeHunterJumper.com website is meant to help owners and professional trainers to

sell high-end competition horses, works for professionals, trust building and services
marketing. Has a organized, professional process for preparing online horse advertisements.

How ExchangeHunterJumper.com works?

It handles advertising for sellers and trainers

o In 2012: Horse advertisement cost between $15,000 and $250,000
o Preming listing:
$250 flat fee for initial advertisement
$35 monthly subscription fee
Features: Horses details, photos, show record, lineage and videos.
Multi-channel marketing program
Copy-writing and professional editing services.
Strictly specialize in show horses especially those suited for a high-level
competition:
o Hunter
o Jumper
o Equitation
Sale barn (optional):
o Listing up to 10 horses with 3 months commitment
o $300 monthly / $3,000 yearly
o Linkable to sellers:
Website, youtube, facebook and twitters feeds

ExchangeHunterJumper.com Model:

Strict screening in all areas (horses, buyers, traffic and ads.)

Personally reviewed all potential advertisers:
o To provide a reliable service
o A good source of horses
 o Advertised by photograhps and videos
Frequent updates on listening details, competition attendance and results, also
pictures and videos.
Form filling by sellers:
o Credit card registration form
o Equine fact sheet
Application of specific marketing strategies:
o Information review
o Official show record checking
o Impartial impressions
o Buyers identification
Website design review and update
Combination of high-level horses, media and beautiful presentation

Multi-Channel Marketing Strategies

Booklet distribution in horses

Megazine advertisign
Word of mouth
Marketing and social media (RSS feeds):
o Facebook: In 2012, first 6 months 35,000 visits to the website and 3,700
likes.
o Twitter: In 2012, 1,300 followers and links with both The Exchanges
facebook page and youtube channel.
o Pinteret
o Youtube
o Feedburner
Body

Read the Case Study, called Building a Brand: Exchange Hunter Jumper,
then answer the questions below
1. Find a site on the web that offers classified ads for horses. Compare this site to
exchangehunterjumper.com in terms of the services offered (the customer
value proposition).

HorseWeb Exchange Hunter Jumper

http://www.horseweb.com/
Website is disorganized
Shop horse for sale by country,
states, year, height, price and
discipline
Adversiting: text and pictures
Limited social media
Horses profile incomplete
Lack of good quality photos and videos
http://www.exchangehunterjumper.com/
Website is well organized
Shop horse (Buyers): Horse filtering by
type, height, location, sale price, lease
price.
Sell horses (Sellers): Listing type, horse
registration, media uploading and link to
sellers website, facebook, youtube,
twitter, etc.
Calendar by date/region: List of attending horse
for sale and trial availability
News and frequent updates (horses, shows,
circuits and media)
Horse profile is complete
High quality photos and videos

What does The Exchange Hunter Jumper offer that other sites do not?
Social Media Marketing: Link to sellers website (facebook, youtube, twitter, map
location, pinterest, etc.)
Copy writing and professional editing services
News and frequent updates: horses, shows, circuits, media including availability of
trial for horses on sale.
High quality photos and videos
Horse profile complete
Work with owners to deliver serious interest to their agents, and with agents to meet
the marketing needs of their owners.

2. In what ways were social media effective in promoting The Exchange brand?
Which media led to the highest increase in sales and inquiries? Why?
Social media let The Exchange to attract target groups of people as a potential customer for
its brand. Also allows it to join groups with same interest and will be put directly itself in
front of the exact groups of people it wants to reach as potential clients to increases sales.

The Exchange is active on social media platforms earning people as followers in Twitter, as
friends in Facebook and as connections in LinkdIn, which allows to start having its own
groups of highly targeted interests, creating a niche market in its brand.

Facebook led to the highest increase in sales and inquiries:

Lead traffic to its website: Generating a high number of visits to The Exchanges
website.
Raise brand awareness
Get information to audience
Promote positive word of mouth.
Share information, pictures and videos
Attract new customer

Facebook can increase sales and inquiries because is the most effective in reaching to target
audience (niche), also has experience suggestion in social of buyer and seller making
reliable information easy to determine. At the same time offers a relationship marketing
to targeted markets.

3. Make a list of all the ways how The Exchange attemps to personalize its
services to both buyers and sellers?

Buyers Sellers
1. Listing choice: Premium and Sale 1. High quality photos and videos
Barn
2. Recommendation based on filtering 2. Copy writing and editing services
of horse
3. High reliable sources 3. Review on horses
4. Perfile horse 4. High reliable sources
5. Website featuring 5. Record
6. Horse filter 6. Lineage
7. Website featuring
Questions for the Plenary Discussion

1. I am sure that, for many of you, selling horses over the Internet would not be
your first choice for a new business venture. What else would be considered a
strange thing to sell online?
Jos Luis Arellano Camacho A01323890

Many things can be considered strange to sell online depending of the perspective of each
one, in my case, selling hair it would be strange, people can find lots of ads from wig
makers willing to pay cash for your hair. Its also worth contacting hair salons to see if they
need hair models to improve their job.

America Espinosa Barbosa A01323885

Nowadays, I think that anything can be sold through Internet all depends on the way you
launch your online business. The strange thing I consider to sell online is shoelaces because
I dont think it is something many people want to buy but for me it would be nice since I
can not find easily mine. When I find the color the design is not the one I need.

Laura Pamela Resndiz A01170704

In my opinion, I think it would depend a lot on the tastes, preferences and needs of people,
searching the internet I found that someone was selling an organ transplant, which seems to
me too rare, It is something that I never think to looking for online. I also found that the
people sell used items or meals by famous people, like bread or a hat, that degree of
madness seems to me fanaticism. (Taylor, 2016)

Ana Diana Escobar A01320100

There are many things that can be strange to sell on the internet and also things that anyone
would believe that arent sellable are actually available on the internet, so yes it depends on
what people needs and is looking for. It also depends on the type of e-commerce that were
talking of, because in the case of Exchange Hunter Jumper, even when the goods are
strange for a e-commerce market, has a formal structure and organization but for example
individual sellers on Mercado Libre, eBay, Etsy, or else may not give its market the proper
confidence needed when selling stange things like airplanes for example, this good will
need a formal structure to gain market confidence. In the case of other real strange things
you can find from spiritual symbols, witchcraft and talismans to tattos, water, health objects
and else.

Gabriel Mora A01320193

Entrepreneurs are trying to make money with things that for most of the people are weird,
but for a few, could be curious, or funny to have them, if you see the weirdest things that
someone bought on eBay, you can read, that someone bought a sandwich with the virgin
Mary on it, the meaning of life, a box of Twinkies, a single corn flake, and a pregnancy test
of Britney Spears, in some parts of the world, are selling Irish dirt, or someone sell their
virginity, you can sell everything in internet, and why does people do that, because is
anonymous, and there are no judgment to them.

2. How hard is it to introduce a new business model in an established market?

Jos Luis Arellano Camacho A01323890

As everyone knows business models have a limited lifespan, creating a new business model
is most of the time a process of experimentation. Once a viable model has emerged, it
becomes the way to do business. Its hard to introduce new business model in an
established market because companies dont understand their current business model well
enough to know if it would suit a new opportunity and also they dont know how to build a
new want whenever they need it. In businesses a new model is often needed, companies
require an equally elegant business model, with the right price, messaging and delivery
channel to the right target customers to keep the dream alive and growing (Zwilling,
2015). To have a succesful new business model, it must be something more than just a good
way of doing business, in other words, it must be non-imitable because it would disturb
relationships with customers, supliers and alliances.

America Espinosa Barbosa A01323885

It is difficult because the new entrepreneurs lack the knowledge of the needs of their
customers. Many new companies think about what their clients want instead of asking them
by a tool or face to face. The established market is already known the products, quality,
service, and so on by the public that is why the new business models needs to work harder
to be in mind of the people.
The hardest difficulties in Latin America are:
o Product quality and variety
o And, delivery
o Making the purchase process easy

Laura Pamela Resendiz A01170704

A business model describes the logic behind how an organization communicates, creates,
and captures value. When established companies are having benefit with the current
business model is difficult to think about a change. They are heavily invested into the
current business model, which makes them vulnerable to new entrants not encumbered by
those investments. Once a viable model has emerged, it quickly becomes the way we do
business. The success formula gets refined and perfected over time and rarely challenged.
The more entrenched the business model is, the more significant the opportunity for an
outsider to disrupt. Most companies wait until margins start to shrink before they rethink
their business model. In conclusion, is really difficult to introduce a new business model in
an established market because when something is working for them, is better keep doing
the same to obtain gains. (Bertels)
 Ana Diana Escobar A01320100

It depends on the industry stability, it comes a time when depending the products or
services, the industry starts to act somehow in the same way and this is when the entrance
barriers for new enterprises or even for change are higher and this can represent trouble
even more when its meant a whole change in the business model. When a business model
is more efficient than the original or the used then it may be easier to introduce it and adapt
the market but if represents a whole change in the value chain it may have more resistance
from the market and the industry.

Gabriel Mora A01320193

Its difficult, because youre going to challenge in an emerging market, where at least one
model is the same as you, or someone is offering the same as you; according to the Harvard
Business Review, the only way to survive in the market, is to have the power of cut costs
relentlessly and accept profit margins close to zero, and most of the people looks who is
successfully in markets, is because they are looking for unmet needs (the jobs to be
done); with these two keys you can survive in the market.

3. How can a new e-commerce company in Latin America become a familiar

name?
Jos Luis Arellano Camacho A01323890

A new e-commerce company will become a familiar name in Latin America and also in any
country around the world, if all its functional divisions are popular among companies in the
same range, ie; and also have high-quality methods of production and marketing. It must
have a promotion through communication or online, some strategies that can be applied are
as follows:

Create an attractive and dynamic website

Create a blog and post articles of interest to its potential or current market.
Participate in social networks
Video marketing.
Channel Podcasts.
Use mobile applications to promote themselves through advertising.
Create email marketing campaigns

America Espinosa Barbosa A01323885

Latin America is one of the fastest-growing regions for e-commerce, behind Asia-Pacific.
The online retail sales are going to grow 17% between 2014 and 2019. (Meola, 2016)
To achieve this, companies need to consider some things like:
o Web site easy to go through and interesting
o Alternative payment methods
 o Direct marketing
o Using social networks

Laura Pamela Resndiz A01170704

When an establish company introduce e-commerce in its business model has an advantage
that are recognized in the market and is easier to become a familiar to the consumers. Its
important to establish a marketing plan and applied some strategies for this as an attractive
web site with facilities to navigate, the use of social media and interaction with the
consumers.

Ana Diana Escobar A01320100

Gabriel Mora A01320193

Because they share a language with others countries, this is the key of the success for one
company in Colombia, or in Mexico to be successful in Argentina, or in Panama. For a
company who is expanding their borders, to other countries, they have to make partnerships
with the same business in the country of interest, to supply the goods to the people, other
key is the payment method, in Latin America, the credit card is not so common as in north
America, or in Europe, so if you want to make some efforts to have the customers you have
to modify the payments and the costs, also the marketing, advertising may differ from other
countries.

Plenary Results

Depending on the perspective of the customer, the preferences, and the way of searching
information on the internet, you could find whatever you want there, form hair, until the
meaning of life, for most of us, that could be awkward, or just disgusting, but for others is
pure gold.
Its hard to introduce a business, because you already have the way to do the business,
and if you want to survive in the market, you have to be original, have anything different
from others, and in terms of economy, you have to cut profit margins, and search for jobs to
be done, also here in Latin America, you have to put attention in the language, the payment
methods, and the delivering system, you have to see where to deliver, because some places
the packages cannot be delivered.
Latin America is growing up pretty fast between 17% in 2014, and for this instances, the
companies are looking to Latin America, for expanding their boundaries there, then theyll
have to make a marketing, and online campaigns, to increase their sales:
o Create an attractive and dynamic website
o Create a blog and post articles of interest to its
o Potential or current market.
o Participate in social networks
 o Video marketing
o Channel Podcasts.
o Use mobile applications to promote themselves through advertising

Relevance for the Course (MEJORAR)

Before you start thinking about your all you need in your Web site for your e-commerce is
important to have clear your entire business model. Without it it will be very difficult to
create a successful business. To attract the clients you have to consider that the web site
needs to be designed to create a new or an amazing experience because they are just
watching; also, having well-structured information and easy to understand can give you
point in favor.
Therefore, talking about the case ExchangeHunterJumper, when you enter to the Web site it
is easy to go through, you can find all the information that you need. The content quality of
the pictures and videos are excellent and its target audiences are well defined. This
company has clear to who wants to get and its model business.
Furthermore, the case studied give the opportunity to their consumers to enter to know the
information and do business or be in contact with the correct person depends on your needs.
The company has a good platform and service that lets navigate through in any device such
as tablets, mobiles, computers, and so forth.

Relevance for the Region

References
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Zwilling M. (January 30th, 2015). 7 Steps for Establishing the Right Business
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