Sse Avapreneur Group2

Second Life Entrepreneurship

Stockholm School of Economics

Course 2304, Media Management

Magnus Karlsson, 20796@student.hhs.se

Cecilia Nessen, 21000@student.hhs.se

Yashar Mansoori, 70402@student.hhs.se

Robin Hesselstad, 20878@student.hhs.se

Footwear analysis, inside-out (resource based view)

Paradize Shoes is a Second life company run by a man that is 25 years old. He is called “McMokta93 Wyler”. His business proposition is to sell shoes in the Sneaker segment.

Single, Unemployed, lives in France.

His target group is young people who are attracted by the street/skate lifestyle.

He designs and “makes” the shoes himself, using Photoshop and a 3D design program.

Region: FRANCE3D Martinique

He regards himself fairly successful

McMokta 93 Wyler

1st life 2nd life

Rankings/Competition

Traffic 2384, means that he has a moderate amount of visitors to his store.

Search: “shoes” ranking: +300 place

Search: “footwear” ranking: 15th place

Search: “sneakers” ranking: 32nd place

Search: “converse” ranking: 10th place

Marketing

Marketing through Xlstreetsl.com

Promotion by ads in the search-function

2500 freebies in December alone

Links between the factors

•Skills/know-how•Motivation

STRATEGY

INDUSTRY ENVIRONMENT

COMPETITIVEADVANTAGE

ORGANIZATIONALCAPABILITIES

RESOURCES

TANGIBLE INTANGIBLE HUMAN

•The land•Reputation

Source: Teigland

•The Land

Resources Valuable

Rare Inimitable

Non-Substitutable

Competitive Consequences

HUMAN

Personal Design Skills

Yes • Yes • Yes • Yes • Sustainable Competitive Advantage

Motivation: Non-monetary

• Yes No No Yes • Competitive parity

TANGIBLE

• The store and the land owned

Yes No No Yes • Competitive parity

INTAGIBLE

• Reputation (2384 in traffic)

• Yes Partly Partly No • Competitive Parity

Links between the factors

•Skills/know-how•Motivation

STRATEGY

INDUSTRY ENVIRONMENT

COMPETITIVEADVANTAGE

ORGANIZATIONALCAPABILITIES

RESOURCES

TANGIBLE INTANGIBLE HUMAN

•The land•Reputation

Source: Teigland

•The Land

Resource Capability

The Land To sell sneakers

Reputation Get more traffic to the store

Design skills To make unique products

Motivation Hard work

Industry Environment affects his positioning

Competitive Advantage

Competitive parity

Competitive parity

Sustainable competitive advantage

Competitive parity

STRATEGY“Focus on sneakers with a unique street design”

Resources and Capabilities

Links between the factors

•Skills/know-how•Motivation

STRATEGY

INDUSTRY ENVIRONMENT

COMPETITIVEADVANTAGE

ORGANIZATIONALCAPABILITIES

RESOURCES

TANGIBLE INTANGIBLE HUMAN

•The land•Reputation

Source: Teigland

•The Land

Reasons for success – Strategies

An unique design – “street look” with focus on Converse sneakers

Free-ware distribution to new users – goodwill and attraction of new customers

RecommendationsConceptualize the unique street style to other

product categories

Visual development (3D)

Increase marketing: Use YouTube, Facebook, fashion blogs and Second Life Magazines to promote the store further.

Reference listTeigland, Robin – Strategy Media

Mgt_Jan20_classes1&2.ppt, January 20th

Collins, Montgomery – Competing on resources

Interview: McMokta 93 Wyler, January 26th