Feasibilityreport Group2

2016
FEASIBILITY REPORT FOR

KEEPITONTHEDECK.COM
EXPANSION TO INDIA AND CHINA
MSc. PROJECT MANAGEMENT

FT (GROUP 2)
Project Scope & Feasibility

BMGT 43720
PLAGIARISM STATEMENT
I the undersigned confirm that the work submitted here is entirely my own work, and that
any work of others which is included has been properly referenced and acknowledged
according to normal academic guidelines.
All the undersigned have contributed in the preparation of this assignment.
Name: Eoghan OLoughlin
Student Number: 15203381
Name: Marvel Ntumba
Name: Devika Raina
Name: Sun Xiaolu (Lu)
Name: Sun Jinzhi (Bino)
CONTENTS
PLAGIARISM STATEMENT ................................................................................................. 1

ABOUT THE TEAM XD CONSULTANCY SERVICES ............................................................. 5
EXECUTIVE SUMMARY (EOGHAN) ..................................................................................... 6
1.
SETTING THE SCENE (XIAOLU).................................................................................... 7

1.1 MARKET ............................................................................................................................. 8
1.2. PROPOSED REVENUE MODEL ............................................................................................. 8
1.3. DISTRIBUTION CHANNELS .................................................................................................. 8
2.
INTERNAL ANALYSIS WHAT IS THE COMPETITIVE ADVANATGE? (DEVIKA) ............... 9

2.1RESOURCES ....................................................................................................................... 10
2.2 KEY SUCCESS FACTORS: .................................................................................................... 10
3.
WHAT IS THE COMPETITION AROUND? (MARVEL) ................................................... 11
4.
EYEING THE EASTERN MARKET (BINO) ..................................................................... 13

3.1. POLICY ............................................................................................................................ 13
3.2. SOCCER MARKET ............................................................................................................. 14
3.3. ECONOMICS .................................................................................................................... 14
3.4. TECHNOLOGY .................................................................................................................. 14
THROUGH THE LENS OF FIVE FORCES MODEL (DEVIKA) ........................................................... 14
4.1. THREAT OF ENTRY ................................................................................................................. 14
4.2 POWER OF SUPPLIERS ............................................................................................................ 14
4.3. POWER OF BUYERS................................................................................................................ 15
4.4. THREAT OF SUBSTITUTES ...................................................................................................... 15
4.5RIVALRY AGAINST EXISTING COMPETITORS ........................................................................... 15
4.6. COMPLEMENTS ..................................................................................................................... 15
5.
ENTERING CHINA (XIAOLU) ..................................................................................... 16

5.1 MARKET SIZA ................................................................................................................... 16
2 | XD CONSULTANCY SERVICES
5.2. MARKET TRENDS ............................................................................................................. 17

5.3. MARKET PROFITABILITY................................................................................................... 19
5.4. VOICE OF THE CUSTOMER ................................................................................................ 19
5.5. PEST ANALYSIS ................................................................................................................ 21
5.5.1. POLITICAL ANALYSIS ........................................................................................................... 21
5.5.2. ECONOMIC ANALYSIS ......................................................................................................... 21
5.5.3. SOCIAL ANALYSIS ................................................................................................................ 21
5.5.4. TECHNICAL ANALYSIS ......................................................................................................... 21
6.
ENTERING INDIA (DEVIKA)....................................................................................... 22

6.1. UNDERSTANDING THE EXTERNAL CONTINGENCIES IN THE INDIAN MARKET ...................... 23
6.1.1. SOCIAL ................................................................................................................................ 23
6.1.2 DEMOGRAPHICS .................................................................................................................. 24
6.1.3. ECONOMIC ......................................................................................................................... 24
6.1.4. POLITICAL, LEGAL AND REGULATORY ................................................................................ 25
6.1.5. TECHNOLOGICAL ................................................................................................................ 25
6.2. VOICE OF THE PEOPLE...................................................................................................... 26
6.3. THE STEP AHEAD- GETTING THE MOST OUT OF INDIAN MARKET ...................................... 27
6.3.1. UNAWARENESS .................................................................................................................. 27
6.3.2. AWARENESS ....................................................................................................................... 27
6.3.3. KNOWLEDGE ...................................................................................................................... 28
6.3.4. LIKING ................................................................................................................................. 28
6.3.5. PREFERENCE ....................................................................................................................... 28
6.3.6. CONVICTION ....................................................................................................................... 28
6.3.7. ACTION ............................................................................................................................... 29
7.
RISK ANALYSIS (EOGHAN) ....................................................................................... 30

7.1. CHINA ............................................................................................................................. 30
7.1.1. POLITICAL CHALLENGES ..................................................................................................... 30

7.1.3. LEGAL CHALLENGES............................................................................................................ 31
7.1.4. OTHER POINTS TO TAKE INTO CONSIDERATION ARE: ....................................................... 31
7.2. INDIA .............................................................................................................................. 31
7.2.1. REGISTER THE DOMAIN NAME........................................................................................... 31
7.2.2. OBTAIN A FEDERAL TAX ID NUMBER ................................................................................. 31
7.2.3. PAY THE VAT/SERVICE TAX TO AVOID LEGAL EMBROIL ..................................................... 32
7.2.4. INVEST IN DATA SECURITY ................................................................................................. 32
8.
IS IT FINANCIALLY FEASIBLE? (MARVEL) ................................................................... 33
9.
HOW TO MAKE PROFITS? (BINO) ............................................................................. 37

9.1. FOR COLLEGES AND OTHER SPORTS INSTITUTES ............................................................... 37
9.2. FOR INDIVIDUAL CUSTOMERS .......................................................................................... 38
9.2.1. VALUE-ADD SERVICES......................................................................................................... 38
9.2.2. FLOW REALIZATION ............................................................................................................ 38
9.2.3. RESOURCE INTEGRATION ................................................................................................... 38
10.
RECOMMENDATIONS (EOGHAN) ......................................................................... 39
11.
BIBLIOGRAPHY..................................................................................................... 41
ABOUT THE TEAM XD CONSULTANCY SERVICES
Jinzhi Sun
Marvel Ntumba
Eoghan OLoughlin
He has a bachelors in
Economics and Finance with
French. He is the Financial and
Market Analyst for this project.
B.A. Business Studies (Hons) and

has worked in the gas and
electricity industry with SSE
Airtricity. He is the Risk analyst
and the Report proofreader for
this project.
marvelntumba@ucdconnect.ie
eoghan56@gmail.com
Jinzhi holds a BS in
Information and Computer
Science with finance with
an experience in the
software industry. He is the
Business Analyst for the
project.
Jinzhi.sun@ucdconnect.ie
Devika Raina
Xiaolu Sun
B.E. Computer Science and

Engineering from India has
worked in Tata Consultancy
Services as a Systems
Engineer. She is the Indian
consultant and the editor for
this project.
She has a strong background

in international economics
and business. She is the
Chinese Consultant for this
project.
devikaraina@live.com
Xiaolu.sun@ucdconnect.ie
EXECUTIVE SUMMARY (EOGHAN)
Keepitonthedeck.com is an online soccer coaching academy based in Ireland. They are aiming
to penetrate the Indian, Chinese, Australian and American markets with a subscription service
for their coaching videos.
To keep with the theme of keepitonthedeck, in this feasibility report there will be a theme of
passing the ball, and dodging defenders before breaking through and scoring the goal, which
is successfully penetrating the market.
In this report, we will examine if it is possible for keepitonthedeck.com to make money by
successfully penetrating the Indian and Chinese markets. To do this we have analyzed the
potential competition in the market, gathered market research on the Indian and Chinese
populations interest in this service, through surveys and other means, analyzed the risk
involved in entering both markets, as well as providing our financial estimates for this
venture. At the end of this report we have also provided our recommendations for
keepitonthedeck.
If youre attacking, you dont get as tired as when youre chasing
- Kyle Rote Jr. retired American football player
Based on our research and with the above quote in mind, we have concluded that
keepitonthedeck.com can be successful in India and China. However, to do so they will need
to act quickly to ensure their first movers advantage, to prevent their competition from
gaining a foothold in the market. This will ensure that they are the company attacking and
not chasing down their opposition. They will also need to set up a subsidiary in each country
to help overcome monetary and legal issues.
1. SETTING THE SCENE (XIAOLU)
The football match starts with setting out

the rules of the game and the context.
Similarly, we first describe the feasibility
option that needs to be addressed and the
backdrop of keepitonthedeck.com
Keepitonthedeck.com is a new venture in
the online soccer industry which was
launched in November 2015 in Dublin. The
startup comprises of three members:
David Berber: FIFA Licensed Agent;

FIFA Match Agent
Derek Kavanagh: founder of
Keepitonthedeck.com
Darren McGrath
Online soccer coaching provides videos,

blogs and interviews to people who are
looking for readily available coaching
material. It also is aimed at people who are
keen on developing an understanding of
the game.
Keepitonthedeck.com, through its new
venture, aims to be part of this online
soccer coaching industry. It plans to
particularly target:
Derek Kavanaghs acumen of making these

videos is a differential advantage. The
videos that were initially launched on
YouTube have crossed the 1M views mark.
This is proof that there is something very
different in the material that is offered by
Keepitonthedeck.com, and this is what is
attracting people.
Keepitonthdeck.com aims to get to the
250k mark on Facebook soon which will
help them sell the services they offer.
1.2. PROPOSED REVENUE MODEL
Initially through online promotion and

offering a free subscription before
making it a commercial service later
on.
Tutorials will be delivered daily and
weekly, via email.
Product Accessory: gloves/boots
1.1 MARKET
Keepitonthedeck.com at present, has
viewers from all over the world and are
focusing on nations where soccer is
developing as a sport. This is a part of their
business strategy.
In our feasibility study we have
concentrated on the eastern marketsspecifically, India and China and to
understand how the business can become
profitable if these markets are targeted.
1.3. DISTRIBUTION CHANNELS
2. INTERNAL ANALYSIS WHAT IS THE COMPETITIVE ADVANATGE? (DEVIKA)
A football team first discusses its strategy

when it is ready to play. Therefore, weve
analyzed keepitonthedeck.com internally
so as to understand what its strategy and
competitive advantage are.
By the number of Facebook likes

keepitonthedeck.com is garnering, it is
safe to say that the company does have a
competitive edge. It is imperative to
understand
how
this
competitive
advantage is actually achieved and how it
can be sustained. We will discuss this with

help of the above diagram.
and sending them premium content,

keepitonthedeck.com can keep the
customer happy.
2.1RESOURCES
Keepitonthedeck.com relies highly on the
skills that are used to make the videos.
Derek is a valuable and rare resource that
the company has. This gives the company
an edge and enhances their capabilities. If
Derek is able to train more resources like
him, the company
can highly benefit
with the network.
Another resource
that the company is
moving towards is
the videos. Hence
DEREK
we can say that the
KAVANAGH
intangible
resources, like technology, is an advantage
for the company. What the company lacks
are tangible resources like financial or
physical resources. These resources
determine the organisational capabilities.
What does the firm do to survive

competition? As mentioned earlier, Smart
football
is
the
future
and
keepitonthedeck.com is bracing itself for
video content and packages that would
provide users with the latest information.
Also the companys plan of expansion in
the east can give them a first mover
advantage and help them move to a higher
level.
SMART
FOOTBALL
Thus
we
can
see
that
keepitonthedeck.com can apply an
internal as well external source of change
to acquire a competitive advantage. This
2.2 KEY SUCCESS FACTORS:
can also be defined as the companys
strategy. To make it clearer we can call this
What do customers want?
kind of competitive advantage as
Keepitonthedeck.com has a good
Differential
Competitive
research base. They have
Advantage. The content would
DIFFERENTIAL
targeted a specific section of
COMPETITIVE
be priced at a premium price
football
players
like
ADVANTAGE
because of their uniqueness.
goalkeepers, women players
Keepitonthedeck.com
is
and parents; they have also
preempting the efforts made by
conducted extensive research on the
competitors and also trying to create
next big thing in football- Smart Football
more capabilities within the firm which will
which they aspire to bring to the public
make it unique. This will help it maintain
domain. Customers always value the
the differential advantage.
companies that design personalized
products. By targeting a specific audience
3. WHAT IS THE COMPETITION AROUND? (MARVEL)
As in the football game, it is important to

understand the competition before
starting the match; the same way
keepitonthedeck.com needs to analyze its
competition. The football industry is one of
the biggest industries in the world and is
worth billions. Keepitonthedeck.com faces
great competition and simultaneously a
vast opportunity to become the leading
online soccer coaching in the world.
In the domestic market they do not face
any direct competition that offers similar
product and services. Nonetheless, there is
indirect competition from the likes of
YouTube, as it is possible for potential
customers to stream online for free. This is

where keepitonthedeck.com will gain its
unique selling point (USP) from both their
direct and indirect competition.
They have a Football Association of Ireland
(FAI) B licensed qualified coach, meaning
that the quality of their analysis will
demonstrate a profound analysis of the
game, more focus on the demand of the
customer, rather than an amateur coach
just giving advices on what and what not to
do.
The below table shows a competitor
analysis:
Factors
KEEPITONTHEDECK.C
OM
Competitor 1
Competitor 2
Competitor 3
OSA
Soccer Clinic
Inside soccer
Products
Online soccer material

for coaches, parents and
players
Price
Free material at the

moment
Through
memberships and
subscriptions
Subscriptions offered with

different packages
available
Subscriptions to
weekly videos and
different packages
Quality
Great quality due to its

qualified coach with
experience
Standard material
Very high standard due to

their connections with the
ICA(internal coach
association) with
thousands of members in
over 100 countries
Excellent quality as
there videos are
directly from inside
the soccer clubs
academies
Service
Personalized for different

competency levels and
training standard
Coaching resource with

Over 5,500 pages of text,
graphics, instructional
videos covering all aspect
of coaching
Importance to
customers
High
High
Reliability
N/A
High, as the videos

provided are from
top soccer club
Expertise
Qualified UEFA B licensed

coach
Ex- professional
soccer player
bringing in
specialist in
different, thanks
to large
connections
19 years of experience in
the coaching industry as
members include coaches
from top footballing
countries such as England,
France, Germany
High
Stability
Looking for expansion

and more recognition
Already
established in the
online coaching
industry, as it is
one of it leaders
with a great
reputation
Was the internets first

online soccer coaching
website and is still
improving.
Indifferent as long as a
customer finds what they
are seeking for
Social media
9+millions views,
20,000+ subscribers
22+million views,
200,000+
subscribers
Location
IRELAND
USA
Appearance
National level
Employees
High
This demonstrates great

market stability
Very high
USA
Indifferent as it all done

online, therefore the
location is irrelevant
International level
and recognition
International level,
coaches from over
100 countries
Mediocre
Not yet employing as

they are leveraging the
majority
N/A
N/A
Indifferent
Financial resources
Internal investment
Memberships,
YouTube videos
and advertising
Membership ,
payment for ICA
qualifications, some
level of external
funding
Partially funded by clubs in

which they are in
association with e.g. ajax,
inter Milan, Sao Paulo
Advertisements
Online marketing,
through social media
Online
Online, soccer
academies
High, as they need to be

reached
Online estimated
yearly Revenue
0 - 0
897 - 14.4k
USA
N/A
N/A
4. EYEING THE EASTERN MARKET (BINO)
As the football match starts, the players

focus on the ball and the goal. Similarly, the
aim here is to acquire the Eastern market.
Hence we have discussed the different
factors that need to be analyzed when
delving into the eastern market.
There are many factors that are important

to note while making the right decisions.
This will be extensively covered in the later
sections. Some of the key points are
mentioned below.
It is difficult for an e-commerce service to

be unique. The key point to flourish in this
business and surpass the competitors is to
make the right decisions at every turning
point. QQ as an imitator of ICQ,
successfully defeated other competitors
and build its empire in China, is a typical
example. (Xie, Ni and Ren, 2006).
Following the policy is always the right way

for a successful business, especially in
nations like China. The new Chinese
Present Xi Jinping is a big fan of soccer.
After he took office, he has made wideranging reforms to accelerate the
development of Chinese soccer. In the
3.1. POLICY
next five years China will enter a period of

strong soccer development. (Yu, 2015).
3.2. SOCCER MARKET
The eastern market is an undeveloped
market for soccer. With billions of soccer
fans there is a huge opportunity for
companies. They just need to time to enter
the market at the right time.
4.1. THREAT OF ENTRY
3.3. ECONOMICS
Compared with western countries, eastern
countries have been developing rapidly
over the last few decades. They have the
consumption ability and need channel.
3.4. TECHNOLOGY
India has a huge software industry which
can provide powerful support for ecommerce businesses. China also has a
huge Internet base, and the biggest user
population in the world.
THROUGH THE LENS OF FIVE FORCES
MODEL (DEVIKA)
Keepitonthedeck.com is a potential
entrant to the Industry of online soccer
coaching. Before it enters the eastern
market, devising a strategy to respond to
the competition is essential. This will
improve the long term profitability and
also make the company less vulnerable to
attacks by competitors.
We have used Porters five competitive
forces along with the sixth additional force
to understand and analyze the industry of
online soccer coaching in the Eastern
market.
The barrier to entry is low.

A
company
just
like
Keepitonthedeck.com can use its
existent capabilities and positive cash
flows to disrupt the
profit that was being
made
in
the
industry.
HUGE
Football is a global
OPPORTUNITY
sport and once the
idea
of
online
coaching
is
widespread it would not
be very difficult for companies to enter
the markets with their innovative
ideas.
This causes moderation of Industry
profit.
Demand side benefit of scale- This is
not
existing
currently.
If
Keepitonthedeck.com is able to create
a network effect just like Facebook or
any other successful social media site,
it can raise the barrier of entry for the
potential competition.
No incumbents present in the Eastern
markets.
There is no special government policy
that can hinder the entrance.
4.2 POWER OF SUPPLIERS
The bargaining power of suppliers is

moderate.
As this is an online service, the
suppliers would be the ones who
supply servers, storage, power, office
equipment and technology. They hold
a moderate bargaining power as
switching costs would be relatively
higher.
If there was a huge profit made, it is

less likely that this would induce the
supplier to enter the market.
4.3. POWER OF BUYERS
The bargaining power of buyers is high.

They are the players of this industry.
As the market size is large and the fixed
costs are low, switching to a
competitor is easy.
Another threat is that if huge profits
are made, the buyers could themselves
build such services.
Another major factor is that as the
buyer can also get such services for
free online, there is little reason that
one would purchase it.
4.4. THREAT OF SUBSTITUTES
The threat to substitute is high.

As this is a new kind of service for the
Eastern markets, the traditional ways
of learning football will act as
substitutes.
This does cause the industry
profitability to suffer.
Also once a buyer uses the service, it is
easy to switch to the traditional form or
substitute. Switching costs are
affordable.
4.5RIVALRY AGAINST EXISTING

COMPETITORS
The intensity of competition at present

is low.
Not many competitors are present in
the Eastern market that offer these
services. This gives a first mover
advantage to Keepitonthedeck.com.
Once a company gets into the market,
the intensity will increase steeply.
Fixed costs are low and marginal costs

are high.
There is more probability of
competition in term of dimensions
than on price. This could include brand
image and product features.
4.6. COMPLEMENTS
There is a scope of having

complements in this industry. The
product along with the
complement can enhance the
profitability.
Simulations or devices that can
help practice sessions virtually can
be an added advantage.
A firm that can look into the future before

taking the step ahead is bound to be
successful. While analyzing the feasibility
of taking Keepitonthedeck.com into
eastern markets a few points can be
noted from the analysis.
The points below should be the next steps
taken (Porter, 2007):
Position your company where the

forces are weakest
Exploit changes in the forces
5. ENTERING CHINA (XIAOLU)
As the football team approaches the goal,

it uses its tactics to proceed further. The
Chinese market evaluation is on the same
grounds. The section below shows how
keepitonthedeck.com can perform better
by acquiring the Chinese market share.
As we believe that the Key Performance

indicator is the market share that
Keepitonthedeck.com should aim for, we
have done a detailed analysis of how this
can happen.
5.1 MARKET SIZA
It is well known that China has a huge
population of 1.3 billion. Over the past
decade, China has become one of the
biggest developing countries in the world.
Nowadays, a lot international companies
are opening their major branches in China
due to a steadier political environment,
large potential market and low labor costs.
Figure 1: Soccer players in different countries (FIFA, 2011)
As for the soccer market, the population of Chinese soccer fans is nearly 0.6 billion. In
addition, 260,000 customers browse soccer news every day (Souhu, 2014).
BIG COUNT
China PR
USA
India
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
Brazil
Germany
KEY
PERFORMANCE
INDICATORMARKET SHARE
In addition to soccer fans,

China is also a potential
market for professional
Figure 2 : FIFA, 2011)
soccer. According to a report
issued by FIFA (2011), China has the largest number of soccer players, which is 26,166,335.
The third largest country is India with the number of 20,587,900. Although China has a lower
number of registered players, which is only 711,235, a far cry from Germany of 6,308,946.
China ranked No.1 in the unregistered players, with the number of 25,455,100, 5 million more
than the second country (FIFA, 2011).
Thus, China has a big opportunity for both professional and amateur soccer.
5.2. MARKET TRENDS
Compared with basketball, table tennis and badminton, more people are interested in
soccer according to the Baidu index.
Chinese media also pay more attention to soccer than other ball games during the past
three years (Figure 3).
More searches are distributed in the east and south of China, which is the eastern
developed area (Figure 4).
Most searches are by people aged between 20 to 39 years old (Figure 5).
Chinese media
also pay more
attention to
soccer than
other ball games.
Figure 3: The search index on Baidu website(Baidu Index, 2016)
Figure 5: The media index on Baidu website,( Baidu Index, 2016)
Figure 4: The distribution of searching with age groups and gender ( Baidu Index, 2016)
Most searched in
the East and South
of China, which is
the eastern
developed area
5.3. MARKET PROFITABILITY
B2C mode
Push: Make profits
from public
information
o Current news
o Weather forecast
o Stock
o Lottery
o Want ad
o Traffic situation
Focus on the need of customers
5.4. VOICE OF THE CUSTOMER
60% are interested in soccer
No
40%
Yes
60%
Yes
No
39.13% are willing to play soccer in

future for the reason of health.
23.91%
6.52%
39.13%
13.04%
17.39%
A. I will only pay attention to soccer stars.
B. I will pay it in order to keep health.
C. I am interested in the development of
Chinese National Soccer Team.
D. I dont like playing football.
30.43% watch soccer matches and

play soccer while 65.22% just
watch soccer matches
Less interactions and

inconvenience are the two major
drawbacks of online soccer
0% 4.35%
87
90
30.43%
80
62
70
65.22%
60
50
31
40
30
A. I dont neither watch soccer matches nor

play soccer.
B. I just watch soccer matches.
10
0
C. I watch soccer matches and play soccer.
28.70%
68.70%
A. It is
difficult to have
interactions.
B.
Inconvenient.
C.
Unsystematic
D. Others.
coaching
68.7% have no idea about what

online soccer coaching is.
2.61%
14
20
Most people (40.87%) are not

willing to pay for it. 33.91% would
pay for it at the price of less than
100 RMB a year ( nearly 15 euros)
18.26%
A. No, I havent.
6.96%
40.87%
33.91%
B. Yes, I know it but I dont use it very

often
A. 0.
B. 1-100 RMB a year.
Flexibility and resource sharing are

the two biggest advantages of
online soccer coaching
71
80
C. 101-500 RMB a year.

D. More than 500 RMB.
71
60
40
36
22
18
50.00%
20
0
0.00%
A.
Costeffective
B.
Flexible
C.
Resource
sharing
D.
Targeted
E.
Others
2.61%
A.
Under
18.
44.35%
19.13%
B.
19-25.
C.
26-35.
33.91%
Series1
D.
Over
36.
The target customers are mostly

distributed from 19 to 25 and over
36 years old
5.5.3. SOCIAL ANALYSIS
5.5.1. POLITICAL ANALYSIS
China has a long history of soccer. Back to

Song Dynasty, about the 11th century,
people started to play a game called Cuju,
which is regarded as the origin of ancient
soccer.
5.5. PEST ANALYSIS
The president of China Xi Jinping is a big

fan of soccer. However, he is not
satisfied with the bad performances of
the Chinese National Soccer Team in
the past three decades. Therefore,
President Xi Jinping made wide-ranging
reforms to accelerate the development
of Chinese soccer after he took office.
The overall scheme of the reform and
development of Chinese soccer was
issued on 27th February 2015 to guide
the development of Chinese soccer. It
especially emphasized on changing the
cultivating mode of professional soccer
players as well as promoting the
development of grass-roots soccer.
5.5.2. ECONOMIC ANALYSIS
China, as the biggest developing

country in the world, and with its
obvious climate advantages, has
become an important potential market
for soccer. With the development of
the Chinese economy, the government
is gradually expanding investment on
sports, especially soccer.
China has finished constructing new,
modern stadiums and an outstanding
transportation infrastructure after the
2008 Olympics.
Soccer has a broad fan base, with

nearly 600 million soccer fans,
accounting for nearly 60 percent of the
total population. According to data
issued by Souhu, there are about 260
thousand customers browsing news
and comments related to soccer every
day.
5.5.4. TECHNICAL ANALYSIS

Although China has a long history of
soccer, Chinese soccer does not have the
competitive advantages of other countries,
which can be shown by the bad
performances of the Chinese national
soccer team. In addition to physical
qualities, skill level and technique are a big
reason for these bad performances.
Chinese soccer is in need of a way of
introducing new advanced techniques to
players and coaches.
6. ENTERING INDIA (DEVIKA)
Figure 7: Interest of Football in India (Google Trends, 2016)
The diagonal pass in the football match is

what keepitonthedeck.com has to do
when it approaches the Indian market. The
section below shows how the untapped
market can prove beneficial to the
company.
The former FIFA president Joseph Sepp
Blatter proclaimed that India is a
Sleeping Giant of football. This clearly

shows how India is perceived to be a
potential market for football. Football has

always been a low hanging fruit in India but
it is cricket that has always stolen the
thunder. Cricket is a religion for the worlds
largest democracy, bringing in the culture
of football is a time-consuming process.
But this is happening! The recent years
hold testimony to the fact that the
situation of football in India is improving at
a steady pace.
The figure below shows the interest of

Indians in football over time. The steep rise
in 2014-15 points to the fact that the sport
is here to stay. At a time like this, if
Keepitonthedeck.com are able to make
their mark in the Indian market, it would a
first-mover advantage for them.
6.1. UNDERSTANDING THE EXTERNAL
CONTINGENCIES IN THE INDIAN
MARKET
External Contingencies are usually those
elements that are outside the control of
the organisation. Below is a simplified way
of understanding how easy or difficult it is
to get business into India.
expected to reach 500 million users in

the next three years.
This shows that the growing Internet
audience and the football interest is in
the
favor
of
the
market
Keepitonthedeck.com desires to have.
India is a cricket-mad nation. But

globalization is something which has
penetrated sports too. Soccer or
Association football is the most
popular sport (Biggest global sports,
2014) and this is will definitely
influence the mind-set of people.
The popularization of Indian Super
league (ISL) has brought in the much
needed commercialization in football.
The recent season has been a massive
hit.
6.1.1. SOCIAL
Less than 25% of the population of

India are internet users at present and
this is set to change in the coming
years. Rajan Anandan, Google Indias
Managing director says that India is
Figure 3: Opening ceremony of Indian Super League (ISL)
Figure 2: Forecasted no. of internet users in India (Statista, 2016)
Increasing football viewership in

India - Football viewership in India
crossed 50 million during the 2014
World Cup (ARVIND TENGSE and SN
ACHARYA, 2014).
Huge investments in football- INR
7.5 billion from corporates such as
IMG, Reliance, TATA, Adidas, AUDI,
Panasonic, Coca Cola.
Formation of clubs by celebrities
and corporate entities for the
Indian Super League (ISL).
FIFA U17 World Cup 2017- to be
hosted by India.
that are being delivered could be more

specific and customized to the needs.
Football players are considered as

brand ambassadors now. This reflects
the changing mind-set.
6.1.3. ECONOMIC
6.1.2 DEMOGRAPHICS
Around 50 % of the population in India

is
below
25
years.
Keepitonthedeck.com will be indirectly
serving this market. The more the
players, the more people will be
associated with coaching players.
Figure 8: Lionel Messi becomes Tata Motors global brand

ambassador
The generational shift - Cricket was

the game of the fathers. Football is the
game of the sons.(Keoghan, Crabtree,
and Mumbai, 2016)- Football in India as
mentioned above is emerging as a
powerful trend in India especially in the
younger generation.
Keepitonthedeck.com would need to
tailor needs to this audience. It is not a
traditional football loving audience.
What India lacks is the level of physical
fitness required to play the
game.Keepitonthedeck.com can tap
this potential. The range of services
As
there
is
no
Permanent
establishment in India through this
service, the taxation rules in India do
not apply.
Indians would prefer to have services
for free rather than purchasing them
online.
While pricing, it is interesting to note
that the Purchasing Power parity (PPP)
for India is 0.3 (World Bank, 2016).
The economy of India is improving and
so are the incomes. People are now
willing to spend on sports and fitness.
We conducted a survey of football

enthusiasts in India. We asked them to visit
the Facebook page and website of
keepitondeck.com and answer certain
question. We calculated the Net Promoter
Score after analyzing the answers.
NPS (Net Promoter Score) = 7

A passive NPS of 7 indicates that the
customer is not totally committed, if a
competitor comes into the market, it easy
to go for the new service. This is an
important factor to note while pricing.
6.1.4. POLITICAL, LEGAL AND
REGULATORY
AIFF All India Football Federation) is

the governing body of football in India.
Praful Patel, the chairman of AIFF (All
India Football Federation) states the
football is at an inflection point in India
and is the fastest growing sport in
India. In this transformational process
of bringing football in the limelight,
various steps have been taken.
The first ever 4-year strategic plan
for football was built in 2014-2017.
Transformation within the existing

federation and building key
support structures is the focus.
Keepitonthedeck.com should make
an attempt to approach AIFF when
it first plans out the venture in
India. There is a special focus on
coach education and youth
development.
The grassroots project partnered
by FIFA has its pilot project in
Mizoram (an Indian state).
Figure 9: Grassroots Project in Mizoram, India
6.1.5. TECHNOLOGICAL
Figure 10: Some developmental plans by AIFF (All India Football

federation, football development Programme, 2016)
Traditionally coaching has been

done
on
field.
Keepitonthedeck.coms
online
coaching service is comparatively
novel for Indian audiences.
Football viewership has increased

tremendously and also the
smartphone users. This is a perfect
combination to expand the
business if it is marketed well.
Integrating simulation in football
can be seen something of the
future. The product can be altered
for the need of the future.
6.2. VOICE OF THE PEOPLE

As Keepitonthedeck.com reiterates that
getting the desired number of Facebook
likes is the first step to making this service
successful, we conducted a survey to know
what people really think in India. This an
extension to the survey that has been
mentioned in the previous section.
When we asked them whether this kind of
coaching would work in India we got 78%
respondents giving a positive response.
What is your reaction to

the page?
How would you rate the

quality of videos and tips
provided?
80.00%
60.00%
40.00%
20.00%
0.00%
Very high quality
High quality
Low quality
When we asked them what else could be

improved to establish a strong base in
India, we got plenty of reactions. Top
reactions are listed below.
Frequent social posts that

bolster the image of the game
- and assist them to believe
that Football is as prominent
game as Cricket in India.
80%
60%
Use FB polls feature

to gain user insights.
40%
20%
0%
Yes- This service has potential
No- Better To stay away from
When we asked them if they were satisfied

by the quality of videos and the
information provided. We got the
following result.
Promote it
at school
level
Using trending hashtags in India
and associating brand with it
Collaborate with the Sites
which already have a large fan
base.
6.3. THE STEP AHEAD- GETTING THE

MOST OUT OF INDIAN MARKET
Divya Raina,
National level
football player,
India
It is way to look at new and innovative ways
of training. I like how they have training
exercise as per position as well, especially
goalie, in our time goalie had specific
training, but nothing innovative. The usual
catching and diving practice. But here they
have special agility and stretching practice
and all. Thats good!
India is a massive market to the online

coaching
service
offered
by
Keepitonthedeck.com. An effective way of
making the most of this market would be a
planned promotion to achieve the target.
We found the hierarchy of effects an
efficient way to help Keepitonthedeck.com
to get a stronghold in India. It is a seven
step process by which the market or the
consumer are led to action (Shank, 2008).
Although the parents today are tech savvy

but tying up as a sponsor for Indian Super
League or District and state level
tournaments would be the best. Also, the
coaches are may not be ready to pay a
premium price for these videos as they are
not usually very rich.
Rohit Singh,
Football
Enthusiast
India
Haven't seen anything like this before!

They have training videos for almost all
positions -Attack midfield defense and
goalkeeping.
As India is not that much into football, I
believe
that
keepitonthedeck.com
should start targeting the North Eastern
market in India. Also pricing should be
competitive.
Collaborating
with
institutes will work for them.
Figure 11: Hierarchy Of effects
6.3.1. UNAWARENESS
This
is
the
current
state
of
Keepitonthedeck.com for the majority of
the target market in India. Most of the
population is also unaware of availability of
such services which can highly benefit
them. Thus creating awareness becomes
the key objective.
6.3.2. AWARENESS
Promotional tools are to be used in this

stage. A critical point to note is that
repetitive advertising is important for a
new product like this. Just seeing this once
will not suffice and will fail to create
market awareness. Some useful ways of
creating awareness could be:
Promoting the Facebook page and

gaining likes.
Spreading through word of mouth
or conducting surveys- like
collaborating with Indians and
leveraging networks.
Affiliate marketing can be useful.
Almost all shopping sites in India
have an affiliate programme. This is
a product from Snap deal, a major
e-commerce website in India
where affiliate marketing can be
targeted.
resourceful. Not
only will this help
understand the
STRATEGIC
requirements but
ALLIANCES
also
increase
customer loyalty.
Facebook polls and
surveys can serve as tools.
Analyzing this data is equally
essential.
Collaborating with stakeholders of
AIFF and ministry of sports.
6.3.4. LIKING
Having knowledge and just liking the
Facebook page is not enough. There may
be many Facebook likes on the page but
that does not give the exact count of the
customers who would be willing to pay for
the
services.
Generating
positive
responses and advertising these responses
will help make the services offered
reputable and spread a goodwill. Research
shows that the attitude towards
promotion is directly linked to people liking
the product or service (Shank, 2008).
6.3.5. PREFERENCE
6.3.3. KNOWLEDGE
Once the market is hooked onto the
Facebook page, it is important to make the
most of this opportunity. The consumers
need to realize the tangible and intangible
benefits of using this service. This is when
the knowledge is shared with the
consumer.
A continuous interaction with the

consumer will make this more
The differential advantage of the coaching

service offered by Keepitonthedeck.com
will be of use in this stage. After people like
this service, they will stay glued only if
something unique is offered every time.
6.3.6. CONVICTION
At this stage the consumer must have the
conviction or intention to buy the services.
Creating the desire for the product is important here. Keepitonthdeck.com needs to realize
to the customer that the benefits offered by this service can help address a need.
As a suggestion, developing the physical fitness level in India can be targeted here.
Traditionally Indians lack the high level of fitness required for football. The fact that
the number of fast bowlers in cricket in India are very few as compared to spinners
proves this.
This is a need that would be served with this service apart from all the additional
benefits it has to offer. This propaganda can motivate the prospective buyers to
understand the importance of acquiring the services offered.
6.3.7. ACTION
The final stage of the hierarchy is the consumer actually buying the product/service. This can
be established fairly easily if all the previous steps are sequentially followed. This completes
the thinking, feeling and behaving cycle.
This shows that initially a push strategy is followed but just to avoid the ignorance of
consumers, a pull strategy will be needed to follow once a market is established.
Interest over time : Football in India
There is a 200% rise in online search as per Google trends. This is the best time to
target online services in India.
7. RISK ANALYSIS (EOGHAN)
After looking at the PESTEL analysis which

are more like challenges, we present a risk
analysis which will help understand how
keepitonthedeck.com can evade the
challenges or tackles just like on a football
pitch.
When starting a new company, an ecompany or otherwise, in China and India
there are several potential risks one has to
bear in mind. In this section the risks for
each country will be defined and
suggestions will be made on how to
navigate these potential pot holes.
7.1. CHINA
7.1.1. POLITICAL CHALLENGES
Unlike in Ireland and the western
countries, where there is less emphasis on
building relationships due to a culture that
supports contractual obligations, in China,
one relies on a mutually beneficial
network, without this, westerners
entering China is like entering an abyss.
Understanding this concept can be a
challenging process for a westerner and
building these networks is often a time
consuming process. This makes it
important for Keepitonthedeck.com to

have somebody that understands this
culture and to help create a social network
with people from the communist party, to
help avoid red tape and bureaucracy.
Another political risk is the copycat culture
in Chinese society. Anything from cars to
shoes are copied and sold openly in
markets across China. As a result of this
China is the worlds largest producer of
counterfeit products. This is possible due
to the way that Chinese laws are worded,
which is usually in a vague manner and can
be interpreted in various different ways
(Hoenig, 2006).
7.1.3. LEGAL CHALLENGES
As mentioned above, in China, the legal
system is loosely defined, which allow for
various loopholes in the law. Although
some strides have been made, Chinese law
is not comparable to Western law and
Western law remains at a higher
standard. Legal matters lack consistency
and can be changed at the will of the
Chinese leaders. Protection of property
rights is inconsistent and contracts
between Chinese and Western firms are
easily changed or cancelled (Hoenig, 2006).
7.1.4. OTHER POINTS TO TAKE INTO
CONSIDERATION ARE:
Low level of credit card and

internet penetration (less than 1%
of the population).
Another factor that hinders Ecommerce growth is that people in
China live in an environment where

so much importance is attached to
savings. The Chinese have the
highest personal savings rate of any
country and not living on credit.
Security. Consumers mistrust
online merchants and the concept
of secure electronic payment.
Online shoppers are concerned
with security.
Shopping is a hobby to them; they
would prefer buying things in
person.
7.2. INDIA
In India, the process of setting up
businesses, is much simpler than setting up
in China. However, to set up an
ecommerce business one must fulfil the
formalities required by the Ministry of
Corporate Affairs. Unlike in other
countries, it is mandatory to register an
ecommerce business with a legal address
and to complete the registration,
Keepitonthedeck.com must complete the
following formalities:
7.2.1. REGISTER THE DOMAIN NAME
Keepitonthedeck.com will need to make
sure that they choose a unique domain
name for their ecommerce business. Once
they are done choosing it, they should get
their new domain name registered from an
appropriate national registry at a premium
rate (Soni,2014).
7.2.2. OBTAIN A FEDERAL TAX ID

NUMBER
To make Keepitonthedeck.coms business

a separate legal entity, they need to obtain
a federal tax ID number from IRS (Indian
Revenue Services). This means that all
transactions can be tracked by the IRS,
which makes the business transactions
easier.
7.2.3. PAY THE VAT/SERVICE TAX TO
AVOID LEGAL EMBROIL
Keepitonthedeck.com will need to
add VAT to all of the products and
services that theyre selling from their
website, so that they can pay the
taxes to the government (Soni,2014).
7.2.4. INVEST IN DATA SECURITY

Keepitonthedeck.coms web site
should not store any personal data of
their customers online, to ensure
their safety and security. This means
that they will need to invest in cyber
security and safeguard the customers
financial transactions. As failure to
protect the customers personal data
could leave Keepitonthedeck.com in
the lurch as the fine is 5 Crores.
To help decide how much action
needs
to
be
taken
by
Keepitonthedeck.com, for the above
risks of starting a business in China
and India, we can use this table, which
is a version of the risk severity matrix
(Larson, 2010) but also identifies how
much management is required for
each risk, to measure the likelihood
and impact of the risks and therefore
what type of action needs to occur.
With the political and legal challenges in

China, in particular, the copycat culture,
there is a high likelihood that this will occur
and if it does occur it will have a significant
impact on Keepitonthedeck.com. This
means that extensive management of the
situation is essential and needs to be
carried out.
For India, the need to pay VAT to avoid
legal embroil has a medium likelihood but
would have a significant impact on
Keepitonthedeck.com, if it occurred. This
means that Keepitonthedeck.com must
manage and monitor the risks, to ensure
they don't face any legal issues.
Similarly, in India, the investment in data
security will be needed as the significance
of a data security breach would have
significant impact on the business. Even
though the likelihood of this happening is
low, this still means that
Keepitonthedeck.com will need to spend
considerable time managing this risk to
make sure it doesn't happen.
8. IS IT FINANCIALLY FEASIBLE? (MARVEL)
This is the climax of the football match

when another hurdle comes in. For
keepitonthedeck.com,
we
consider
finances to be a big obstacle. The section
shows how keepitonthedeck.com has the
potential to overcome the hurdle.
In terms of financial projections for
keepitonthedeck.com we looked at three
years projections. One of the financial and
economic tools we used is the breakeven
analysis.
This is analysis that will actuate the point
at which the credited revenue is equal or
greater than the cost linked with acquiring
these revenues. The margin of safety is
derived from break even analysis, which is
the level of which revenues surpasses the
Breakeven point. Therefore, allowing

keepitonthedecks revenue to fall and still
staying above the breakeven point.
In the first year, as shown in the table,
keepitonthedeck will incur the highest cost
out of the three years as analyzed in order
to break even. The highest cost of the year
will be the rent for the office space, as they
dont currently have their own office space
but instead they are renting. Thankfully,
the managing director Derek, has
connections with the owner of the building
and they are getting it at a discounted
price.
As for the advertisement, one of the
managing partners has experience in
marketing, therefore,
keepitonthedeck.com will save money

when looking to hire a marketer.
Therefore, the cost that was meant to be
used for a marketer can go towards paying
for advertisements, especially on social
media and other marketing methods that
have proven to be successful, such as, the
use of flyers.
The 3 laptops that are given to each of the
partners are taken into account as
supplies, but because this is a once off
payment over the next three years, it will
only be reflected in the first year.
Utilities are a reoccurring cost as they are
needed needed throughout the year and
its limit is over 1,500.
As for the breakeven, in order for
keepitonthedeck.com to not lose money,
nor show a profit they must sell a minimum
of 279 units (packages/subscriptions) to
customers at a minimum price of 150, in
doing so they will break even and have a
margin of safety of 278.
In year two, keepitonthedeck, according to
our research, should not have any
employees as they are well capable of
leveraging their own talents and still bring
a successful service to their customers.
The decrease in advertising costs is due to
the word of
For the Period:
Selling Price (P):
Break-Even Units
(X):
Break-Even Sales
(S):
mouth, as over the past year, pupils have

been talking about it and therefore they
dont need as much capital for their
advertising campaign, bearing in mind that
it is a still a crucial element to have a
financial analyst.
At this rate, in order to break even they
must produce 258 units and sell them at a
minimum of 100. There is a decrease in
their rent budget as they have offered
0.1% of the company to their landlord.
In Year two we can notice that there
overall TFC has decreased which allows us
to reduce the price by 50 and attract even
more customers with the low price. The
utilities remain unchanged.
In the final year of our projections there is
a further decrease in cost, especially in
advertising, this is due to the massive fan
base increase and this price drop will lead
to an extremely low subscription cost. Year
3 is when the market penetration will
begin with the low prices, in order to
increase their market share.
The pricing strategy that should be used in
this case is a skimming pricing strategy
which is setting a high initial price prior to
lowering them later on, as a package will
cost as little as 50.
Jan 1, 2016 - Jan 4,
2019
300.00
246 units
73,728.81
Fixed Costs
30,000.00
Advertising
Accounting, Legal
Depreciation
Interest Expense
Insurance
Manufacturing
Payroll
Rent
35,000.00
Supplies
5,000.00
Taxes (real estate, etc.)

2,500.00
Utilities
Other (specify)
Total Fixed Costs (TFC)
72,500.00
Variable Costs
Variables Costs based on
Dollar Amount per Unit
Cost of Goods Sold
2.00
per unit
Direct Labor
3.00
per unit
Overhead
per unit
Other (specify)
per unit
Sum:
5.00
Variables Costs based on

Percentage
Commissions
per unit
Other (specify)
per unit
Sum:
Total Variable Cost per Unit (V)
0.00%
5.00
295.00
Contribution Margin per

unit (CM) = P - V
Contribution Margin Ratio
(CMR) = 1 - V / P = CM /
P
Break-Even Point
Break-Even Units (X)
Break-Even Sales (S)
98.3%
X=
TFC /
(P - V)
S=X
*P=
TFC /
CMR
246 units
73,728.81
Targeted Net Income

Targeted Net Income Before
Taxes (NIBT)
Units required to reach

targeted NIBT, X = (TFC +
NIBT) / (P-V)
Sales required to reach
targeted NIBT, S = (TFC +
NIBT) / CMR
246 units
73,728.81
Rate of return on sales

before taxes = NIBT / S
0.0%
Tax Rate (T)
1250%
Net Income After Taxes

(NIAT) = (1-T)*NIBT
Rate of return on sales
after taxes = NIAT / S
0.0%
Break-Even Point
$200,000
$150,000
Total Revenue
$100,000
BEP
Total Cost
Profit (Loss)
$50,000
$0
100
200
300
400
$(50,000)
Total Cost
$(100,000)
Total Revenue
Units (X)
Profit (Loss)
500
600
9.
HOW TO MAKE PROFITS? (BINO)
This is the finale of the football match and

the part that shows the results- scoring the
goal! When the market is acquired and the
service is recognized in the countries, there
are various ways in which profit can be
made. As we are discussing the feasibility
of the project, we must also discuss the
techniques of profit making through this
project.
This project is a type of e-commerce
scheme. We would suggest special
strategies for different customers.
Three ways that we have identified for

making profit are selling copyright, flow
realization and resource integration. These
have been discussed below.
9.1. FOR COLLEGES
SPORTS INSTITUTES
AND OTHER
Providing paid European soccer

courses for these institutes- like
traditional tertiary industry, paid
service.
Providing value-add services like
apps to help the teacher explain
the skills, strategy and concept. It

would also help the students to
communicate with others to
continue their improvement.
9.2.2. FLOW REALIZATION
9.2. FOR INDIVIDUAL CUSTOMERS

Keepitonthedeck should provide free
online soccer coaching video for beginner
football players. These individual users
would not directly pay for the video service,
but they will provide the traffic (flow) and
allow keepitonthedeck to
make profit in other
ways.
MAKING
THE
9.2.1. VALUE-ADD
MONEY
SERVICES
Providing free courses

for the beginner, advanced course
for the member
Providing
some
targeted
professional courses as a paid addvalue service.
The most common sample for flow

realization is advertisement. We
advise to join the Google AdSense
or use Keepitonthedeck.coms own
advertising agency (Brando) to
provide the behavior targeting
advertising service
9.2.3. RESOURCE INTEGRATION
Collaborating with reliable training

nutrition, training equipment and
football clothes manufacturer that
can be sold on the website to make
profit from these industries.
When we have enough flow and hold the

authority. We can have our own
certifications, and league matches. These
will bring us more flow and profit
opportunities.
10. RECOMMENDATIONS (EOGHAN)
We believe that keepitonthedeck can successfully penetrate the

Indian and Chinese markets, however, to ensure this, they will
need to move quickly to gain the first movers advantage.
Keepitonthedeck will need to adapt to the different types of

political and legal systems in China to try and minimize the
chances of the market becoming saturated.
Keepitonthedeck should consider setting up an alliance

with the AIFF (All India Federation of Football) in India so
they are able to pay the taxes and avoid legal issues while
doing business in the country. This will also help them
leverage resources that can help build content that are
tailored to the market.
To penetrate either market, keepitonthedeck will need to change their

marketing approach as from our surveys, the majority of people in these
countries dont understand what keepitonthedeck are trying to offer
them. Keepitonthedeck will need to have a clear and informative
marketing campaign to successfully penetrate the market.
From our research of both India and China, we have found

that the best way of penetrating foreign markets is to have
a subsidiary in the targeted country to help with any
potential resistance.
To penetrate the Chinese market, keepitonthedeck will need a

subsidiary company to deal with the cultural differences in China,
mainly the legal system and that they will need to create a whole new
website, if they are going to be in the Chinese market.
YES!
IT IS FEASIBLE
WITH OPTIONS!
1. 11. BIBLIOGRAPHY1. BIBLIOGRAPHY
2016 (2008) Onlinesocceracademy YouTube stats, channel statistics. Available at:

http://socialblade.com/youtube/user/onlinesocceracademy (Accessed: 8 March 2016).
2016, S. (2016) Number of internet users in India from 2014 to 2019 (in millions). Available at:
http://www.statista.com/statistics/255146/number-of-internet-users-in-india/ (Accessed: 6 March
2016).
All India Football federation, football development programmes(2016) Available at: https://www.theaiff.com/# (Accessed: 6 March 2016).
ARVIND TENGSE and SN ACHARYA (2014) The president of FIFA. Mr. Sepp Blatter presenting a
memento to the prime minister, Dr. Manmohan Singh, in New Delhi on march 09, 2012. The union
minister for heavy industries and public enterprises and president of all India Football federation, Shri
Pra. Available at: https://www.the-aiff.com/the-aiff.pdf (Accessed: 6 March 2016).
Biggest global sports (2014) Available at: http://www.biggestglobalsports.com/ (Accessed: 6 March

2016).
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2016

FEASIBILITY REPORT FOR

MSc. PROJECT MANAGEMENT

Project Scope & Feasibility

All the undersigned have contributed in the preparation of this assignment.

Name: Eoghan OLoughlin

Student Number: 15203381

Name: Marvel Ntumba

Student Number: 15205547

Name: Devika Raina

Student Number: 15200288

Name: Sun Xiaolu (Lu)

Student Number: 14203930

Name: Sun Jinzhi (Bino)

Student Number: 15203038

PLAGIARISM STATEMENT ................................................................................................. 1

SETTING THE SCENE (XIAOLU).................................................................................... 7

INTERNAL ANALYSIS WHAT IS THE COMPETITIVE ADVANATGE? (DEVIKA) ............... 9

WHAT IS THE COMPETITION AROUND? (MARVEL) ................................................... 11

EYEING THE EASTERN MARKET (BINO) ..................................................................... 13

ENTERING CHINA (XIAOLU) ..................................................................................... 16

5.2. MARKET TRENDS ............................................................................................................. 17

ENTERING INDIA (DEVIKA)....................................................................................... 22

RISK ANALYSIS (EOGHAN) ....................................................................................... 30

7.1.1. POLITICAL CHALLENGES ..................................................................................................... 30

IS IT FINANCIALLY FEASIBLE? (MARVEL) ................................................................... 33

HOW TO MAKE PROFITS? (BINO) ............................................................................. 37

RECOMMENDATIONS (EOGHAN) ......................................................................... 39

ABOUT THE TEAM XD CONSULTANCY SERVICES

B.A. Business Studies (Hons) and

B.E. Computer Science and

She has a strong background

EXECUTIVE SUMMARY (EOGHAN)

1. SETTING THE SCENE (XIAOLU)

The football match starts with setting out

David Berber: FIFA Licensed Agent;

Online soccer coaching provides videos,

Derek Kavanaghs acumen of making these

1.2. PROPOSED REVENUE MODEL

Initially through online promotion and

1.3. DISTRIBUTION CHANNELS

2. INTERNAL ANALYSIS WHAT IS THE COMPETITIVE ADVANATGE? (DEVIKA)

A football team first discusses its strategy

By the number of Facebook likes

can be sustained. We will discuss this with

and sending them premium content,

What does the firm do to survive

3. WHAT IS THE COMPETITION AROUND? (MARVEL)

As in the football game, it is important to

customers to stream online for free. This is

Online soccer material

Free material at the

Subscriptions offered with

Great quality due to its

Very high standard due to

Personalized for different

Coaching resource with

High, as the videos

Qualified UEFA B licensed

Looking for expansion

Was the internets first

This demonstrates great

Indifferent as it all done