Driving Net Market Maker Success - Content, Traffic and Revenue (new course - elective) (CTGE 443Q)

NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program

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Driving Net Market Maker Success - Content, Traffic and Revenue (new course - elective) (CTGE 443Q)

The innovation of the World Wide Web creates the opportunity for the development of thousands of market-making web properties. These Net Market Makers create efficiencies and economies of scope and scale in industries and industry segments where products and services are either commoditized and/or are of such high margin and inefficiency that they lend themselves easily to the economies of the Internet. These Net Market Makers have quickly become the most promising of all business to business Internet ventures, receiving billions of dollars in investment annually.

What are the keys to the success for individuals involved in or interested in starting one of these Net Market Makers? What are the attributes that investors and others look to when evaluating these ideas?

“Driving Net Market Maker Success—Content, Traffic and Revenue” focuses on the three keys to success for any Net Market Maker—appropriate content, traffic generation and the building of scalable revenue. Real world examples will be drawn to illustrate the content. You will obtain an understanding of all the variables required to guarantee the success of a Net Market Making opportunity. Topics include:

• What is a Net Market Maker and why are they going to play such an important role in the Internet economy?
• What defines the type of content that is required to make a Net Market Maker a dominant player in their industry segment? How is this content acquired?
• What are the traffic numbers necessary to establish proof of concept? How does a Net Market Maker jump-start this volume?
• How much revenue is enough? What place do scalability and margins occupy in the creation of a successful Net Market Making opportunity? How can one jump-start this revenue process as well?

Activities:  Interactive discussion drawing both positive and negative examples from those in attendance as well as some case study work as well. Students will be encouraged to discuss and challenge their own experiences and examples. Active use of on-line resources will provide tools that those in attendance can use well beyond the course.

Prerequisites:  At least 2 years of business experience, significant access to the Web for e-mail and surfing, computer literacy and a desire to succeed in an entrepreneurial environment.

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