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E-Business Report: Suicide Girls

Extracts from this document...

Introduction

E-Business Report: Suicide Girls ([1]www.suicidegirls.com) Lloyd Burgess, Bosco Lee, David Raine, James Round December 3^rd, 2004 Table of Contents: 1.1 - Introduction to Suicide Girls................................................ 3 1.2 - Business Web..................................................................4 1.3 - Classification and Justification of Suicidegirls.com as an Alliance....5 1.4 - Suicidegirls.com as a Virtual Community.................................5 1.5 - Adding Value in a Virtual Community.....................................6 2.1 - Industry Analysis.............................................................. 7 2.2 - Competitor Analysis..........................................................8 2.3 - Threats............................................................... ...........9 3.1 - The Customer Perspective..................................................10 4.1 - Recommendations for the Future..........................................12 5.1 - Bibliography.......................................................... ........14 1.1 - Introduction to Suicide Girls: Suicide Girls is a brand that was founded in 2001, beginning as a web art project by its founders, Missy and Sean Suicide (pseudonyms). It has since blossomed in popularity, offering a range of services including photos of non mainstream girls, online dating, interviews with celebrities, online chat forums, discussion boards and merchandise. While the brand has since expanded into many non-internet mediums, the website itself is still the primary focus of the site's founders, and as such, will be the focus of this report. The website's primary income source is derived from membership ($9 / month) and supplemented by sales of merchandise and a limited number of banner ads on the website. The key value is the photos and videos of non - mainstream girls, although only 20% of traffic is for the girls (Kelly, 2004). The website's success has been based on additional value sources such as online forums, dating services, interviews and blogging. These factors have contributed to the development of a thriving e- community that has attracted a cult following including Courtney Love and the Foo Fighters. ...read more.

Middle

You didn't have Internet. DVD wasn't there. What happens 10 years from now when literally, if you believe that we'll have a wired world to some extent, and the number of homes is five to 10 times what it is now that are wired with the Internet, and if you can collect and if you can sell and you can distribute adult content to all of those homes, what is the total revenue? Right now domestically in this industry it is $4 billion to $10 billion. Where would it be worldwide 10 years from now?" (PBS Frontline, 2002) 2.2 - Competitor Analysis: While Suicide Girls must compete against all sorts of websites within the adult entertainment industry, its primary competition exists as sites attempting to capture the same subculture concept: sites such as burningangel.com, supercult.com, and thatstrangegirl.com. These sites all fall under the "alternaporn" concept, whereby non-professional models pose nude either by themselves or with partners, generally possessing physical traits or shot in a way that differs from the norm. These sites differ primarily in terms of features, community aspects, and membership fees. Many of these websites have established themselves after the success of Suicidegirls.com, and while some have achieved modest levels of success on their own, they do not offer anything vastly different than Suicide Girls provide, though some do provide more hardcore content. Perhaps the most interesting competition to Suicidegirls.com is nerve.com, a site that has also existed for a number of years. Like Suicide Girls, nerve.com offers news, blogs, and erotica, and maintains a strong subculture identity. ...read more.

Conclusion

It is believed that as this community increases in size, so does the potential for the founders to make increased profit from it. This is the fourth phase of the model. Now that a community is set up, Suicidegirls.com could open themselves up to gaining money from advertisements on the site. Companies who would look to advertise on the site include MTV, music magazines and event companies. However, the founders must be cautious in opening up to advertising, as they do not want to lose members due to the intrusiveness of pop-up screens, or the perception of "selling-out". Also, the company could use the information it has on each of the members for targeted advertising. Individual offers for SG merchandise could be directly marketed to customers in order to recognise their loyalty to the community. Another recommendation is to expand the SG brand to outside that of the website. The possibility of a SG digital channel or magazine would act as a marketing tool to attract more members and viewers to the site. It would also bring in its own revenue in sales etc. Initial stages have already been set in motion. Another way to capture value would be to operate a tiered membership scheme. Extra fees for premium services could be introduced. Such premium services could include a harder-core adult section, a suicide boys section and a webcam chat room section. To conclude, Suicidegirls.com has been successful in building up a community with many members and it is now recommended that they move onto the fourth stage of member development and capture value from the members. 2,669 Words (Incl. Titles, Subtitles and Quotes) 5. ...read more.

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