Your job is to identify a nascent platform-based technology business and address its
challenges related to launch and competitive strategies by applying the concepts and
principles that we have learned in class. This project will be based on the social
media app, TikTok!
Project Report Part 1
2 pages for each part including Figures, Tables and Charts, Times New Roman 12pt,
double-spaced. A detailed guideline for the project report is provided below.
This guideline enlists the types of questions your group should address in your report.
You may conduct secondary research (using existing research and online resources) or
first-hand research (e.g., data collection through interviews or surveys) to gather
information for this project. First-hand research is highly encouraged.
Part I: Background Analysis
● Provide a description of the business: For instance, what product or service
does the business provide? Who are the customers or suppliers? What is the
business’s revenue model and cost structure? What is the current scale and
scope of operation? What are the company’s main challenges?
● On this single- or multi-sided platform, who is on each side of the platform?
How can this platform create value for each type of customers? Does the
platform offer any standalone benefits? What are the sources of network
effects? How strong are the network effects?
● Industry/Market analysis:
○ Which industry/market does the business operate in? Are there
competing platforms? If so, are these platforms compatible with
each other? Do customers tend to single-home or multi-home?
How competitive is the market? Who are the main competing
platforms? Do market incumbents enjoy significant first-mover
advantage? What differentiates this business from its competition?
What are some key success factors in this market? Provide
justification for your answers.
○ What characterizes customers’ preferences (or what do customers
value) in this market? Do all customers have similar preferences?
Or some have very different preferences than the others? If there
are more than one type of customers on the platform, discuss the
preferences of each type of customers.
○ Are there any substitute products? If so, discuss customers’
preference between this business’ product and substitutes.