Wh.

com A web based mobile knowledge community Where you have everything answered

Abstract: There has been aggressive increase in the internet user of Bangladesh. While a decade ago internet penetration was just 3.7% (source: World Bank), now Bangladesh boast with internet access to 80 million people with 20 million people are active internet user. But more surprisingly most of the internet users are mobile internet users. WH.com is an application for the mobile concentrating mainly on mobile application users. WH.com has one goal that to give people access to information in the most convenient way. As most of the people uses cellphone to connect them with the internet and find it difficult to find especially local information, WH.com will enable them to share their knowledge among one another. WH.com with its entire user will make a mobile knowledge community. As we become more and more attached to our mobile devices, our need for information exchange and inquiries gets more mobile-oriented. WH.com, A SMS based value added service, works to meet customers need of information by establishing an information bridge between them. This is a platform where subscribers can ask about their queries to other subscribers, thus being able to get more practical answers to their question. This value added service will provide the subscribers the information they ask for and also serve as mobile knowledge community. Key Words: Information, Cellphone base

1.0 Introduction: One of the dissatisfaction for the internet users of Bangladesh is the unavailability of the local information on the net, poor quality service. But the current scenario is expected to be lot different within few years due to the approval of Wi-max and 3G connectivity. With the introduction of WH.com we want to narrow the gap between information accesses and make it easy for the user. Moreover, WH.com aims to be the main source for local information. We will help the users build this entire knowledge pool about Bangladesh. It will be a social knowledge community where anyone can ask any question and anyone, anytime can answer the question just if he or she knows the answer. It is a knowledge Community with the essence communicates and learn. 2.0 Situation analysis: WH.com is a JAVA J2MEapplication for smartphones that connects user to a question and answer database on the internet. Only the people of Bangladesh now can avail this service. WH.com aggregates questions and answers to topics and allows users to collaborate on them by editing questions and suggesting edits to other users' answers, vote ups/downs option.WH.com offers all these to users without any charge. Yahoo answers, Quora, answerbag.com and many other Q&A communities are providing same services to the users around the globe, while WH.com is targeting to provide service to the people who uses internet from mobile (GPRS/EDGE technology). Current market of WH.com is relatively small because of the low density of internet users in Bangladesh. However, Bangladesh has been experiencing a rapid growth in the telecommunication and internet sectors. Aggressive growth is expected even now because of the governments approval of 3G technology and other high-speed internet technology such as Wimax. 2.1 The market: Recent data shows that total of 2, 80, 00,000 active internet users in Bangladesh, of which 2,00,00,000 (71.43%) of them access them from mobile phone. (source: The Daily Janakantha, 30th march, 2013, Association of mobile operators of Bangladesh) Out of the six mobile operators of

Bangladesh, 5 provide EDGE/GPRS GSM. The sole CDMA operator, Citycell offers EVDO. WH.com targets to attract 1% of the conventional internet users and 1.5% of the cellular internet users in the first year of its operation. As internet penetration of Bangladesh is low and rapid growth is expected in this sector. WH.com forecast that its users will grow 12% and 19% of conventional internet users and cellular internet users respectively. Market Analysis Growth Potential customer Non-mobile 12% internet user Mobile internet 19% user Total 2014 2015 2016

80000 3,00,000 3,80,000

89600 3,57,000 4,46,600

1,00,352 424,830 5,25,182

2.2 Market Needs: At present, local contents are very scarce over the internet and its even tough for mobile internet users to search for the contents from mobile. In that context, WH.com is a direct access to the people as they can post their queries to the community. WH.com targets to engage users socially and create a knowledge pool. It offers its users to engage in queries, discussion, polls through its dedicated mobile platform as well as through other computer devices. All of these services are free of cost for any user. WH.com gives members the chance to earn points as a way to encourage participation. WH.com is now only available to the people from Bangladesh with a future plan to expand its services to the international level. 3.0 Key Products and Resources 3.1 The company: WH.com is a mobile knowledge community where people post their queries and share their information. WH.com plans to serve people of Bangladesh initially. 3.2 Mission: WH.com is dedicated to become a knowledge bridge among the growing mobile internet users of Bangladesh. WH.coms target is to making local information available over the internet. 3.3 Offering: WH.com offers a mobile client (JAVA J2ME application) to the smartphone users. It is a social knowledge community where people can instantly get access and updates, post their inquiries, exchange information. People can download the client from WH.coms website and avail all the services for free of cost. It is the first of its kind in Bangladesh and only the second knowledge community to provide exclusive mobile client (1st one is Quora) for the users to get instant access. People who does not have internet based mobile also can gain access by sending SMS. 3.4 Positioning: WH.com positions itself as a free social knowledge community which helps people engage in queries and exchange of information. WH.coms primary focus is to make online pool of knowledge about local contents. 3.5 Key Commercial and Technological Factors: Social knowledge community: WH.com is a social knowledge community which enables users to post their queries and exchange information. User friendly: Searching for information, especially local information is always tiring for the users. Its even tough when user is searching it from cellphone because the time it takes to load a full webpage, smaller screen that views the information.

Its free: The most exciting fact about WH.com is users can enjoy all the services it offers for free (though internet service providers charge applicable). Instant Access: People can connect them online anytime they want. SMS Based: People without the connectivity of internet can also gain through it.

4.0 SWOT Analysis: The following analysis highlights the internal strengths and weaknesses of our organization and the opportunities and threats facing the company in our external environment. 4.1 Strength Stand-alone service: WH.com is the first ever mobile social knowledge community. It provides the platform to social interaction through question and answering. On the top of it, any users can browse through any type of topics and enhance his or her knowledge. As a stand-out service its going to make a new hype for the internet users, Strategy: It is established in a differentiated strategy. It differentiates itself from the other mobile social community by being more focused on the exchange of information through questions and answers. Skills: It requires elementary knowledge about cellphone to install this application to your mobile and get the benefit out of it. Design: The whole application is designed keeping in mind the users convenience. 4.2 Weakness Facilities: To keep this application running it will need technological backups. As of now, WH.com is expected to serve about 500000 users. But it will need more technological assistance when the users will exceed that number Strategy: Strategy itself a strength of WH.com but also can be threat if the differentiation strategy is not communicated thoroughly. Filtering: Many pranksters may put irrelevant answers to the question. 4.3 Opportunity Local information: WH.com can become the ultimate source for local queries and contents. New market opportunity: As WH.com is first of its kind; a social knowledge community, it might be able to create a new market. 4.4 Threat Market entry: Although no other knowledge community does not exist up until now, but WH.com might face some problems at the initial level. Competition: There is no direct competition for WH.com. But it many users may use other conventional way of seeking the information (i.e. google search). Many other social communication website is also full of information shared by their users. So they could be the competitors of WH.com.

5.0 Competition: 5.1 Direct Competition:

Google: Google is one of the most popular knowledge communities. Yahoo Answer: Yahoo answer is one of the most popular knowledge communities. It operates internationally. WikiAnswers is an ad-supported wiki-based website where users can submit and answer questions. This site allows users to post and edit questions and answers. And there are many other knowledge communities available over the internet. They all offer the same facilities of posting questions, editing or modifying user comments. However, none of them specializes in providing convenience to the cellular internet users. 5.2 Indirect Competition: Recently there has been aggressive growth in the number of total users of many social communities like Facebook and Google+ and twitter. Although, their basic objective is to connect people socially but they are in a way helping people to exchange information. They also allow people engage in discussions. 6.0 Value proposition WH.com provides the most convenient way of accessing information online. We enable users to post questions, initiate poll, answer questions and many more. WH.com offers all these services free. 6.1 Financial Objectives Increase overall revenue by 10% on the past year. Accomplish growth within the given budget. 6.2 Marketing Objectives To continue to communicate our strategic objectives to our target markets effectively. To provide a positive experience to all our users. To accomplish our growth targets within the given time and budget. Expand our markets and identify new markets for our product and services. 6.3 Target Market Strategy The primary targets continue to be the users who use internet especially those users who seek local information from the web. Our target market consists of the following Mobile internet users Conventional internet users 6.4 Branding WH.com, a social knowledge community is representative social communities within the 'Q&A and knowledge community' group. WH.com provides all its services for free to its consumer for free. 7.0 Marketing Mix: Service information is delivered to the customers through direct marketing, advertising. 7. 1 Service Marketing (product) High quality services accompanied with unique features is the main theme of our proposed service. WH.com is differentiated in the context of user convenience from other communities of its kind. This strategy is expected to be proven successful.

7.2 Pricing All the WH.com services are free for the users. However, WH.com will earn its revenue through advertisement. Every page of question will have one advertisement along with it. WH.com will charge companies per view of their advertisement. For every view of the advertisement, WH.com will collect 0.10 tk. In the SMS based system WH will collect .90 tk per sms. 7.3 Promotion Primary focus will remain on mass communication via print ads in trade publications and on the Internet. Direct mail campaigns to existing and prospective clients will increase as a cost effective means of targeted campaigning. The communication medium that has been considered for the advertising of WH.com is the following Print ads: Print ads are the strongest means of advertising and it can circulate the message to many of the people who can be WH.coms target customer. Television ads: Television ads conveying effectively the services provided by WH.com can attract potential users. However, Television ads will be given less concentration than the others. Transit advertising: One of the most common, cheap and effective means of advertising is transit advertising. Transit advertising is the ads on body of the big buses as majority of the people of the country uses them for traveling. It is good ways of letting the mass people know about this WH.com. Social Networks:WH.com will give concentration in social network advertsing. Nowa-days, young people are strongly connected over the internet through different social networking websites. These social networking websites are enabling people to know about all the current feeds. As mentioned above, the targeted consumers are young people it would be convenient to use these social networking websites as promotional tools. Many companies are now using these websites to promote their product or service and attract crowd.

7.4 Place This service can be accessed by people from all over the country. Rural and urban both kinds of customers can be the subscriber of this service. It is easy to access and easy to use. One only will need a handset with a SIM. 7.5 People WH.com stuff will operate as team initially and people with the most effective know how about how to keep running a social knowledge community like this will be chosen. 7.6 Process Installation (only for the mobile internet users): Installation process is as follows

BROWSE

http://m.wh. com

Q-Venue Install WH.com mobile What is WH.com? Access via mobile browser

Installing

Installation Successful

Step : 1 8.0 How to use WH.com:

Step : 2

Step : 3

Step : 4

8.1 Via Web: After Installing WH.com, when the user will open the application or the mobile client, first it will ask whether the user is registered. A user must have to be registered to access the services of WH.com. In order to get registered, users will have to provide a unique user name with password (more than six characters) and their mobile number (it wont be disclosed). WH.com will send an authentication code to the phone via sms. Users will have to enter the key when asked. Mobile number will also be used, in case user forgets password. After signing in user will see the following option

WH.com Username Notification (5)

User: whats the ticket price for star Cineplex? Responses:

Post Inquiry Password Browse category Profile Following Whats hot?

Userx: 200tk premium,150tk regular Usery: 300tk. For 3D Wanna play game with your buddy?

Step 1

Step 2

Step 3

Notification: It will let user to instantly know about the updates about the feed they were engaged in. For instance, His queries, the discussion he was previously engaged in and more. Post Inquiry: It will enable user to post new question or initiate new poll.

Browse category: It will enable user to see questions in a category, see the questions and answer them. Profile: It will enable user to update information about them. Manage their questions and more. Following: It will enable a user to follow another user, and follow their activity. Whats hot: This will enable user to instantly get to the most discussed topic. 8.2 Sending SMS:

To 9999 Text
whats the ticket price for star Cineplex?

TEXT MSG Sending SMS to 9999

200 tk premium, 150 tk regular Usery:

Step 1

Step 2

Step 3

After typing a specific question one can send it to 9999 (the service providing number) and after that the person will get the response through an SMS. It can be done from all SIMs. 9.0 Control/ Contingency Planning Abusive words: WH.com restricts the use of abusive words in question and answering in its service. Evaluation of Questions: WH.com authority will evaluate question to check whether it does not create any controversy. WH.com will send warning to the users who violet the rules of WH.com and repetition will cause permanent ban. Rewarding: WH.com has the full right to choose who will get the monthly reward. To be eligible for the month end reward one has to fulfill the minimum of criteria set up by WH.com authority.

10.0 Schedule Advertising Electronic media Print Ads Campaign Total advertising budget Start date 01-31-2013 01-31-2013 01-01-2014 End date 31-12-2014 31-12-2014 15-06-2013 Budget 10,00,000 20,00,000 5,00,000 35,00,000 Manager Marketing Marketing Marketing

Web Development Website modification Total web development Public Relations Establish list of advertiser Evaluate sponsorship requests Total Public relations Budget Total Budget 10. 1 Budget (2014)

Start date 01-01-2014

End date 31-12-2014

Budget 5,00,000 5,00,000

Manager Logistic

Start date 15-12-2013 15-12-2013

End date 15-12-2014 15-12-2014

Budget 10,000 -

Manager PR PR

10,000 40,10,000

Criteria Advertising Promotion Equipment Software and salaries Domain and Site Designing Office set up and rent Total

Budget 30,00,000 5,00,000 10,00,000 5,00,000 2,50,000 2,30,000 54,80,000

Percentage of Budget 54.7% 9.1% 18.2% 9.1% 4.5% 4.4% 100%

10. 2 Sales forecast In the market analysis it has been shown that the growth is significant. As the mobile market community is growing rapidly so it can be predictable that after every year there can be an increase in the sales. 11.0 Conclusion: WH.com tried to forecast its potential customers considering the literacy rate of Bangladesh, the percentage of people use GPRS/EDGE/EVDO enabled cellphone and their know-how about mobile application. The following conclusions can be made in order to make WH.com a real project: As Wh.com can be used from any handset and people without internet connection can also gain information from it so it can be profitable. From the sales forecast it can be seen that it will be profitable after some time.