Assessment 2: C2B (consumer-to-business) project Due date Week 7 2:30 p.m., 15/09/16 (at the start of lecture) ** Please Note: Late work will not be accepted without prior consideration from Paper Coordinator. Weighting 40% Type Report Length 2,500- 3,000 words Submission Online via AUTonline prior to 2:30 p.m.; hard copy turned at the start of lecture Requirements Students are asked to: (1) First, consider (A) Botsman & Rogers' (2010) treatment of collaborative consumption markets (product service systems, redistribution markets, collaborate lifestyles) and (B) Alibaba CEO Jack Ma's (2014) philosophy on consumer-to-business (C2B) ventures. Given these innovations, you are tasked with creation of a new brand, service, or model for business based on services, sharing, or leasing from one group of consumer-providers to another group of consumer-end-users. (A) Following Botsman & Rogers (2010) theory on how to transfer from ownership of things to access to things (think iTunes), how might you create a product service system, a redistribution market, or a collaborative lifestyle brand? What would your brand provide, what would you be known for? (B) Following Jack Ma's philosophy (2014), develop a new consumer-to-business (C2B) venture by inverting the traditional business format in a reverse auction model, a demand collection model, or a platform that facilitates consumer collaborative consumption. Examples of successful recent C2B ventures include uber, etsy, and trademe and have been based on a successful new platform technology sharing consumer services, an app, a blog or series of blogs, or review writing. • The goal of your business model is to take advantage of consumer-provided services, formalize and organize the efforts and share profits with consumers performing activities or services. In this task, you are identifying a market from a need that is being fulfilled in interpersonal, disorganized ways. • Your task is to uncover the service or ideas interchange, build a business that works with consumers as both suppliers of labour, service, or product and as end-users and provides value both to traditional consumers as end-users and consumer partners. (2) Describe the new model in a report with the following sections: 1. A title page listing your project title, name, student ID 2. What is the idea? 3. Who is the target segment for service or product providers? Describe the segment you have identified with marketing research, as well as via a consumer profile. What specific benefit or marketing messaging will attract this segment of service providers to your service? 4. Who is the target segment for ultimate end-consumer purchase or end-user of the service? Describe the segment you have identified with marketing research, as well as via a consumer profile. What specific benefit or marketing messaging will attract this segment of service providers to your service? 5. For your brand/service platform, how will you address the 4 principles of collaborative consumption as identified by Botsman& Rogers (2010); that is, issues related to (a) critical mass, (b) the power of idling capacity, (c) belief in the commons, and (d) trust between strangers? 6. Finally, describe the benefit or marketing messaging that would help you attract your segment of (a) lay service/product providers, and (b) ultimate end-consumers or end-user. What kind of outreach campaign would you undertake to reach these segments? Programme learning goals 1. Be self-directed, reflective learners 2. Be knowledgeable in their major field(s) of study 3. Be critical enquirers and creative problem solvers 4. Be able to make business decisions that take into account social, ethical, environmental and global dimensions 5. Be able to work effectively with others 6. Be effective communicators 7. Be connected to business Paper learning outcomes 1. Apply processes for segmenting marketing amongst organisations, consumers and shoppers for marketing, advertising, retailing and sales contexts. 2. Evaluate the value and use of segmentation in an omnichannel environment 3. Assess different means by which associations of consumer and shoppers occur Assessment 2: C2B (consumer to business) project – Marking Guide Performance Criteria (columns show maximum marks for each criteria) Objective/Criteria Needs Improvement Met Expectations Excellent Exceptional C2B venture idea/description –Describes the C2B idea with specifics, grounding it both in how the market would use the C2B innovation, how to recruit and cultivate "peer users" as well as "peer providers," and 2 5 7 10 Application of Theory/Concept(s) – Articulates and demonstrates how the C2B innovation proposed fits with concepts advanced by Jack Ma and Botsman and Rogers. What additional research might need to be done to reveal why, how and when the innovation may work? Shows good research ability and wide reading on the topic. 3 7 11 14 Exploration of market segments – Explores 2-3 target market segments. Comfortably employs statistical research from secondary sources to demonstrate market need. Based on research, develops market insights via a coherent consumer profile for the top market segment of consumer end-users exploring consumer behaviours, preferences, demographics, lifestage, unmet needs, and etc. 3 7 11 14 Presentation – use of academic and key professional resources. Clean and clear writing; Spelling, grammar, punctuation, and written presentation. 0.5 1 1.5 2 Total Possible Marks for Each Criteria 8.5 20 30.5 40