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Hutchinson 1 Section II: Market Analysis Market Analysis Summary: Any investor or owner will look at a company’s viability in terms of their respective markets. This enables the investors and/or owners to check for the possibility of how the customers will react and interact with the business as well as how the business will fare in their markets. Spoiled Cupcake is not an exception to t
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  Hutchinson 1 Section II: Market Analysis Market Analysis Summary: Any investor or owner will look at a company’s viability in terms of their respective markets. This enables the investors and/or owners to check for the possibility of how the customers will react and interact with the business as well as how the business will fare in their markets. Spoiled Cupcake is not an exception to this. As the integration of technology into education and society as a whole has increased, there is now more than ever a need for a place that will be an environment to put reviews. However, in terms of education most of the current educational software, online sites, and services are made for the students and there is currently not a review service that focuses solely on the students reviews. Spoiled Cupcake would be the  platform for the students to review services which could then be sold to those businesses, the ones that create the products used, who would then use that data to better their product. Target Market: Spoiled Cupcake will have the ability to reach two markets the education and personal data market. Based on a study done in 2012, the education market overall is worth, $4.4 trillion globally and $1.3 trillion in the United States. 1,3  As education is a field that it is constantly on the rise the market will continue to expand. This is similar to the personal data market. There is not a definitive market value but, it can be inferred that it is above $426 million because according to a study done on nine key brokers, they made $426 million from sales alone.   2  In the scenario of Spoiled Cupcake, money will be made through collecting the reviews from the students on their educational service of choice and then send that personal data to the developer for two fees: licensing fee and fee for the cost of the data.  Hutchinson 2 Market Segmentation Strategy: Image 1.1: “Global Education Expenditure by Sector 2012” 1  Image 1.2: “Growth Expected Across Range of Product Services” 6   Hutchinson 3 The education market will be broken down into subsets for Spoiled Cupcake. Spoiled Cupcake will be focusing on the e-learning portion of the education market. E-learning is learning platforms that are online for students to learn/work with such as Membean and Pearson’s MyMathlab. The global e-learning market is valued at $91 billion based off a study in 2012.   1  Based off of the data in Image 1.1, e-learning has a 23% growth rate which in five years will amount to roughly $2 trillion by 2017, globally.   1  Using Image 1.2, the U.S’s edtech (education technology) value for K-12 in 2017 is roughly $1.625 billion and looks like it is  projected to grow consistently. 6  To break down the education market further, Spoiled Cupcake will be focusing on the grades 9 to 12. Since there is not a set number on the value of the 9 -12 market, inferences will need to be made. In the United States, there are 15.1 million high school students and the average amount of money per pupil is $10,700 which sums up to at least $161 million.   4,5  This number here does not account for private grants, federal grants, and other factors that would further inflate the value of the market. Image 1.3: “Google Revenue (2004-2014)” 8   Hutchinson 4 The personal data market is well above $426 million, and is on the rise which can be validated by the fact that 90% of the world’s data has been generated in the past two years. 8  This shows that the personal market is not only growing but has no intentions to stop. Companies such as Facebook and Google use the personal data they collect to enhance the user's overall experience and to accurately target certain advertisements to the users. As seen in Image 1.3 this generates more income for companies like Google who base their revenue on advertisements. Personal data has a base price of $.0005 but factors based on factors such as where you live, health conditions, and marital status can raise the price of your personal data to $.26. 10  Since the data Spoiled Cupcake collects will be more specific than gender and age, it can be sold for more than the base price of $.0005. Geographic: Spoiled Cupcake intends to spread globally as there is market for it. However, for the testing phases of Spoiled Cupcake it will start in Southwestern Connecticut with a focus on New Haven. In Southwestern Connecticut, there are many urban cities such as Bridgeport (the largest city in Connecticut), Stamford, and New Haven (the second largest city as well as our focus). 9  Surrounding those larger cities are smaller cities and suburban towns. Demographics: Spoiled Cupcake will be geared towards high schoolers. This breaks down to, males and females from a range of ethnicities around the ages of 14 to 18. The end goal for Spoiled Cupcake is to be used globally so the statistics regarding money will shift. However, as Spoiled Cupcake will begin its journey in New Haven, the 2009 breakdown is: the gender ratio is 47.8% for males and 52.2% female and the ethnicity breakdown is roughly 44.2% White, 36.1% Black,
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