MGMT 510-93 Project 1

Business Model

Products
Online gaming platform with wide variety of games. Games
on the website are either internally developed or popular
games from third party developers.
No downloads or CD/DVDs
Accessible on both PC & Mobile
Aggregator of Games (similar to Netflix for movies)

Innovative Game Development : Develop and publish own

games to the platform
 Our Business Model
Target Market Marketing Strategy

PC& Mobile Games targeting Kids, Teens and
Adults ( upto 35) for male and female by creating
fun environment to connect and play
Provide games based on market research.
Market as one-stop for wide variety of
games
Price our products to be affordable and
provide great value

Revenue Resources

Use subscription model at 3 different levels Software engineers,

On- demand games available with free first level Hardware to support the stream of games
or two , if they want to continue to play they Graphic designers, developers and
need to pay for it and for different number of programmers.
levels pay can be different
Available free games with Ad revenue
Teaming up free for first 8 games, if they win 5
out of 8 games they get bonus of 3 games to play
for more connecting or else pay
 Company Background

Purely web platform supported on PC & Mobile Platforms

Taking advantage of low initial investment costs
Platform for third party developers to sell their games
Not many companies offer teaming up environment for gamers
online
Innovative games developed based on market research

Looking to get an IPO to fund our business as the company

reaches growing stage
Our ability to run a website with high traffic and team
environment
Limited players in companies which are game aggregators and
are one stop for different games to play or stream on website
without downloading.
 Industry
Gaming Industry
Lack of clear leadership in the industry
Unorganized nature of market
Several players
Brand recognition

Online gaming platforms or Large game aggregator service

Limited players from industry with teaming environment and
with on demand service for games
Customer access, ease and affordability key
 Competitors
Zynga

Facebook social gaming platform

Google Apps Gaming

Apple Apps- Gaming

 Mission and Vision

Mission
Kekas Gaming ! mission is to provide gaming platform for
gamers to play and connect globally on wide variety of exciting
games with an uninterrupted fun environment

Vision
A global one-stop place for gaming that is recognized for its
uninterrupted fun environment
Leader in innovation and new technology for the Game
development and Gaming service provider
 Goal and Value

Goal
Establish Kekas as face of online Game Industry.
High customer loyalty
Provide highest scalability and flexibility

Values
Act with integrity and creativity
Always work for entertain to gamers.
 Organizational Chart
Corporate

Game development & Licensing V.P. of Human VP of Operations & Strategy V.P. of Customer
/V.P of Game development/R&D resources Aquirement &
Satisfaction

Training Business
Internal strategy &
Human Innovation
gaming External
Relations
development Licensing &
Game sourcing Hardware
Operations&
Maintenance
Accounting Customer
Software service
Operations &
Maintenance

Sales

Marketing
 Resources and Capabilities
Human Resources
The executive team has great experience working with the
electronic games market.
The management team has a wide network and connection
to many talents in the industry.
Ability to quickly build up different teams art team, game
design team, engineer team, programming team, and
marketing team.

Solid financial base

Ability to draw large scale of investment in capital required
for game development, R&D, and marketing.
 Skills and Competencies

Skilled Labor
Artist/Animators- required to create graphics with highly
creative skills.
Programmers- Excellent programming skills required with C++
for PC games and Java/C for smartphone games.
Designers- Experience with developing rules and content for
establishing user experience.
Production- Objective is to have the game development
completed and also ensure the game is fun for the end user.

Competencies- ability to create games for the online

market with creativity in our facility.
 Functions
Game development
Our team has a strong background in game developing. We have the
ability to use a highly efficient pipeline creating games that tell
impressive stories and maintain a high retention rate in the market.

Operations & Management

Our management team members come from triple A game companies in
the industry. We know how to build an efficient manufacturing system.

R&D
Our R&D team is constructed by talents who have solid experience of
game developing. We are one of the best R&D teams in the entire
industry. The in-house game engine is our biggest weapon to compete in
the market.
 Our Strategy
Position our website as one-stop for playing variety of games

Innovation- Games Variety /Product innovation

Theme based /wide variety of games based on age /gender, use
Use market research to develop games
Multi player or team based games
No need for downloads or cd/DVDs can be directly played on the
platform
Customer Focus
24 by 7 issues resolved by people no automation of customer service

Address Global Markets

USA, India, China
Huge population in the range of 12- 35 in India & China
Low competition in global markets
Popularity of Gaming culture in China and USA
 SWOT Analysis
STRENGHTS WEAKNESS

OPPORTUNITIES THREATS

Analyze our strengths, weaknesses, discover new opportunities, manage and

eliminate threats.
Picture from [1]
 SWOT Analysis
Interactive online games
Games on Smart Phones(IOS,
Android)
Compatible with multiple
platforms ( desktop, laptop, and
smartphones.)
Backward compatibility in all
platforms.
Lower price than competitors
- Marketing strategy to new or
inexperienced games (both seniors
and juniors)
New Game development (license to
new characters)
Newer markets - Globally
New platforms to play Not Limited
with PC and Laptop, support on iOS
and Android Versions as well.
New experiences 3D, even more
live interaction.
- Direct competition with Zynga,
Facebook, apple
- Limitation in design due
dependencies on the platform
Competition with giants Gaming
Industries like Zynga, Facebook etc.
Underperforming - Failed games
and acquisitions
Unable to retain new talent.
Lack of creativity, uniqueness,
originality.
Underperforming financial
capabilities.
Copyright, patent infringements
counterfeit gaming.
Porters 5 Force
 Our Porter's Five Force Model
Threat of New Entrants Medium/High
Easy to enter gaming industry
Heavy capital investment at growth stage for scaling up
Fragmented industry overall
Gamers already loyal to certain brands
Entry barrier are too high
Hard to complete against well established platform.

Threat of Substitutes Medium

Not many companies that provide online platform for wide variety of games
Substitutes are focused on game downloads and CD/DVD with little chance for
economies of scale
Substitutes in the form of other entertainment like movies etc
Popularity of Social media gaming on Facebook
 Our Porter's Five Force Model
Bargaining Power of Customers - Low
Very few companies that provide wide variety of games at one place
Subscription model could make it difficult to switch to other competitors
Ability to connect with other people can make the users come back to connect
with their friends or for not wanting to lose gaming friends

Bargaining Power of Suppliers Low

Several suppliers of different kind of games looking for publishers
Ability to develop own games
Few suppliers in market
Strong policies and well formed contract
High switching cost

Industry Rivalry Medium

Huge growing market with lot of space for different companies
High scaling up costs
Innovation of new technologies
Low cost subscription
 key success factors of Kekas

High-availability infrastructure and service-level guarantees.

Latency for server and network side.
Infrastructure diversity.
Talented workforce.
Virality & micro transaction.
Promotional deals and Subscription.
Online Game Playing Ratio

8.2, 8%
7.5, 7%
10, 9% 10.5, 10% Action
Racing
Shooting
15, 14% Adventure
22, 20% Fignting
strategy
Children entertainment

35, 32%
 Value Graph for Customer

Net Profit (In Million) 2.3 3.86 5.33

Value (In Million) 4.8 8.26 14.89

Base Cost (In Million) 2.5 4.4 9.56

Users( In Million) 2.7 7.3 10.5

0 5 10 15 20 25 30
2015 2016 2017(Projected Users Till Oct)
 REFERENCE

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1. https://slidemodel.com/best-swot-analysis-templates-powerpoint