Company description
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Enter To Play
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Lynn Rogoff
Team
Shreyas RamiDirector of World Wide Business Developmen
tPalak ChhedaHead of Programming and Web Design
Xiaolin LiGraphic Design and Database Development
Arjun RaiDirector of Worldwide Social Media Outreach and Development
Jozhe FonsecaAnimation and Graphic Design
Founder & CEO Lynn Rogoff , AMERIKIDS USA
Prof.Robert Smith,Fine Arts and DesignProf.Head of Design
Prof Joanne Scillitoe,Business Management, Center for Entrepenurial Studies New York Institute of Technology
Business model
Value Proposition: Offering a first to market and unique online edutainment interactive virtual game targeted to youth and families that links together worldwide geography, finding endangered species and saving the environment.
. General Description: Initially six continents and 36 endangered animals with varying difficulty levels will keep gamers engaged over time. Revenue is achieved by initial levels of free play and the purchase of virtual items and green points for enhanced and faster play (“Freemium” model). Research shows that 22% of users will make a purchase the first time they play and up-to 77% will make a purchase by the tenth session for in-app purchases. A subscription for advertisement-free play is also promoted.
Additional revenue is gained through the sale of game related merchandise and virtual goods such as character, animal figures, optional upgrades, power-ups, books, e-books, medals and stamps. This is also a medium for promoting green initiatives.
The overall global gaming industry saw $74 billion in sales and $38.4 billion in revenue in 2011 and is forecast to see a 10.4% annual growth rate with the expected sales of $112 billion by 2015. In addition, the increasing prevalence of mobile apps, primarily games, is expected to grow from $970 million in 2011 to $5.6 billion in 2015. Thus, this is a growing industry with opportunities for new entrants particularly those with an online gaming and mobile app model with low fixed costs.
Competitive advantage
Competitive Position
1. Competitors: Go Diego Go Safari Rescue (Nickelodeon-Viacom) - Are small online games, learning about a handful of animals.Edge over competition: There is no tie-in to the green endangered animal movement. Children and their families are not given social activities, like getting involved in helping endangered animal organizations or their own organized social groups. There is no overview of how endangered animals and endangered habitats are connected to real risks or to eco-systemic destruction.
Competitors: Disney Earth (The Walt Disney Company) - Wipe out pollution and make model city a greener place to live. Clean germs and bacteria from water in puzzle game. The have small games to conserve energy, replace, recycle and renew. Also have a film which is a story of three animal families; polar bears, elephants, and humpback whales.Edge over competition: Game lacks a unifying universe in which the player can relate to any characters or any social platform to share with other players. No concrete adventure built into their film products to get kids and families to build interactive relationships with green movements and endangered species. Only some educational materials for the teacher to use alongside the films in the classroom exist.
Competitors: Zoo Tycoon 2 (Blue Fang Games) - Gives you the chance to build a zoo and enjoy it firsthand. With the endangered species expansion pack, you’ll care for and enjoy some of the rarest animals in the world. Build a conservation center to increase guest education while encouraging donations to your zoo and the preservation cause.Edge over competition: In Zoo Tycoon players build a zoo, not finding and saving endangered animals in their own natural habitat. You never see them in their own environment. You never learn about their own survival instincts. The game is designed for building and maintaining zoos. This is just an add-on package to Zoo Tycoon.
Competitors: Endangered Animal Game (Sheppard Software) - Teaches students about environments, the endangered animals that live there, and the threats that face both the animals and their homes.Edge over competition: It just provides information regarding the endangered animals without any interaction.
There is no adventure which would excite kids to play the game while learning about the endangered animal species.
2. Sustainability: A sustainable competitive advantage is achieved through a valuable, rare and inimitable player experience. Valuable to customers as it offers a unique social community building and learning experience through the integrated exploration of endangered species, world geography and the environment.
Rare in that, there are no similar edutainment products in the market. We have a world of animated characters in a robust story line which support developing a trans-media mix of eBooks, traditional TV, video, books and film.3. IP Protection: The game and characters are inimitable and protected through copyright and trademark protection.
Markets1. Target Market / Customers: Youth from age 7-12yrs worldwide along with their families is our target market. Worldwide the youth market in particular is expected to grow 25% in the next three years. Social media will play a key role in reaching the target market such as ads through other online games, collaborative play with Facebook friends, targeted banner ads to youth and parents, Pinterest posting, and Twitter feeds about animal and environment fun facts.
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