事业企划书基本结构

1、 1URLE-MailTel/Fax 21. Executive Summary1. Executive Summary 2. 2. 2-1. 2-2. 2-3. 2-4. 2-5. 2-7. 2-8. 2-8. 2-9. 3. 3. 3-1. 3-2. 3-3. 3-4. 3-5. 3-6. 3-7. 3-8. 4. 4. 4-1. 4-2. 4-3. 5. 5. 5-1. 5-2. 6. 6. 6-1. 6-2. 6-3. 6-4. 7. 7. 7-1. 7-2. 8. 8. 31. Executive Summary 1. Executive Summary Key-word, 3 1.

2、 Executive Summary 41. Executive Summary 1. Executive Summary 2121 51. Executive Summary 1. Executive Summary , , ( (3 ) ) 61. Executive Summary 1. Executive Summary / / (3-5(3-5) 2) 2 , , , , , , / / 71. Executive Summary 1. Executive Summary 3-53-5 Place Place PromotionPromotion 82. 2. 2. 2-1. 2-1

3、. 2-2. 2-2. 2-3. 2-3. 2-4. 2-4. 2-5. 2-5. 2-6. 2-6. 2-7. 2-7. 92. 2. ()0(2001. 02. 00 )00(2001 )0(2001. 02. 00 )q 2001. 2 (/)q 2001. 1q q q q 2000. 0 1 - -(/ ) - - - - - - - 102. 2. 1967 00 1967 00 112. 2. 1999-00-005,00000,000100,000,000 00,00045.5% 45.5%20.5%10.0%10.0%14.0% 12( () ) ( ) 1989.02.22

4、 5,000 10,000 10,000 50,000 1992.12.03 5,000 10,000 10,000 100,000 100% 1996.12.06 20,000 10,000 10,000 300,000 200% 1997.04.02 , 80,000 5,000 5,000 700,000 133% 1999.11.18 120,000 5,000 5,000 3,000,000 25% 2. 2. 1999-00-005,00000,000100,000,0002001-00-002001.00.00 132. 2. , , / / Total Internet Bus

5、iness & Service LeadingSEROMESoftInternetCommunityBiz.SEROMEComm.InternetShoppingMallSEROMEITITTech.&SolutionManufacturingbase IADBiz.D,Inc.The 1stFree Web to Phone ServiceIn USA Enhancing to EC Biz.Biz.Networking 142. 2. Enhancing to EC Biz. Dastaman Enhancing with IM & Pursuing to Asia

6、n Community Critical mass (member DB) : 1M within 1Q/2K Launching in US for commercial service with GTE Feasibility Effect Promotion & Funding Launching & Making a Brand of SEROME NET Image Change & Brand Mktg Start up IT Service in 4Q Aggressive Mktg Modeling as Revenue Biz. of Internet

7、 152. 2. ( () ) 1 - -, , ?2001 2003 2 3 4 : , , , (S/W,or / ) , / , ASP, , / , , 162. 2. : Market CAP : Market CAP ( : ) 48% 199920002001200220032004 6,00012,00016,00020,00024,00027,500-100%33%25%20%15%199920002001200220032004 3706731,1771,5982,0182,439-82%75%36%26%21%: 172. 2. : Market CAP : Market

8、 CAP ( : )5,00010,00015,00020,00025,00030,00035,00040,00045,0001998199920002001200220032004Units in 000s02,0004,0006,0008,00010,0001998199920002001200220032004Units in 000s STBSTB05,00010,00015,00020,0001998199920002001200220032004Units in 000s STBSTB STBSTBv STBSTB v 42%, 42%, 36% 36% v 19991999 18

9、2. 2. ( : )M I N O RM I N O RM A J O RM A J O RBrand Holder (OEM)Brand Holder (OEM) Distributor/End-user Distributor/End-user (Brand)(Brand) Operator (S M) Operator (S M)Ex) Digital Platform (Turkey)Ex) Digital Platform (Turkey) NTV+ (Russia), Christian TV (U.K.) NTV+ (Russia), Christian TV (U.K.) P

10、DMC (Taiwan) PDMC (Taiwan) Operator (L)Operator (L) Ex) BskyB (U.K.), Canal + (France) Ex) BskyB (U.K.), Canal + (France) DirecTV (USA,Satellite) DirecTV (USA,Satellite) TCI (USA,Cable) TCI (USA,Cable) M I N O RM I N O RM A J O RM A J O R STB manufactures in STB manufactures in Korea & TaiwanKor

11、ea & TaiwanHumaxHumax, Nokia, NokiaKathrein, TechnisatKathrein, Technisat HumaxHumax, Sagem, Nokia, Sagem, Nokia Echostar, UEC, Samsung Echostar, UEC, Samsung Philips, Pace, Amstrad Philips, Pace, Amstrad Thomson, Panasonic, GI, SA Thomson, Panasonic, GI, SAA AD DC CB BB BA AC CD D 192. 2. Marke

12、t Growth RateRelative Market Share (1.0)30%30%2.02.05% 5% StarsQuestionmarksCash cowsDogs15% 1 1 2 2 3 3 4 420012001()(%) (%)20032003()(%) (%)0.50.5 BCG MatrixBCG MatrixBPMBPM(Business Portfolio Management)(Business Portfolio Management) 202. 2. Business Positioning Business Positioning 1-4 DB Conte

13、nts MBC/SBSAuctionSky LoveSEROME CALL/SEROME NETSEROME Community/ ( : ) 212. 2. 1999-00-00 : , , , s/w , : (, ) 222. 2. ( : ) 232. 2. 200120012003200320052005 1 2 3 4 DB(+) 242. 2. 01,0002,0003,0004,0005,000200120022003 50125150020406080100120140160200120032005 : : : 252. 2. 2001. 2. 2001. 2. : : 0

14、0 2001. 12. 2001. 12. : : 000012 1 21, 01, 01, 01, 01, 01, 01, 01, 02 22 22 22 22 22 22 22 2q. . q. . q. . q. . q. . q. . 262. 2. 2001. 2. 2001. 2. q (1967(1967) ) -000 000 - - -q (1967(1967) ) -000 000 -000 000(/000) - - -q (1967(1967) ) -000 000 -000 000(/000) - - -q (1968(1968) ) -000 000 - - -q

15、(1967(1967) ) -000 000 -000 000(/000) - - -q (1967(1967) ) -000 000 -000 000(/000) - - - 273. 3. 3-1. 000 3-1-1. 3-1-1. 3-1-2. 3-1-2. / / 3-1-3. 3-1-3. 3-1-4. 3-1-4. 3-1-5. 3-1-5. 3-1-6. 3-1-6. 3-1-7. 3-1-7. 3-1-8. 3-1-8. 3-1 3-1. 1 3-2. 2 3-3. 3 28 3. 3. - . , , , SYSTEM ( : Security ) 29 3. 3. ( :

16、 Security ) - Video door phone - Inter Phone - Home Automation - DVR (Digital Video Record) - CCTV (Closed Circuit Tele Vision system) - IAS, ISS - Module - Nurse call System - System (, , , SYSTEM) - - , 30 3. 3. ( : )q Create the Innovation by Internet Oriented Business : New Concept, New Revenue

17、Modelq Globalization by Worldwide Franchise Biz. Enhancingq Leading NextGen IT Technologies & Biz. Trendsq The First Free Web-to-Phone Internet Telephony Serviceq Making a Worldwide Brand Awareness as Innovated Conceptq Create a New Revenue Model in Current Internet Industry and a Distinct Valua

18、tion compare with “Yahoo”, “Daum”, etc.q Leading SEROME e-Biz.(SEROME NET, Community, etc.) and Making the Synergy Effect 31 3. 3. ( : )q Free Long Distance & Intl Calls to Anywhere in S. Korea Calls are made from Web browsers to regular phone #s Call minutes are purchased from established TELCO

19、s Sponsored by internet banner ADs - One AD for every 30 seconds of call timeSEOULNew YorkSEROME IT Server()Free! Simple! Convenient! 32 Service - Web to Phone as VoIP Community - DataMan enhancing - Instant Messanger Entertainment - Movie Contents - Music Contents - Sports Contents - Comics, etc. E

20、-Commerce - ShopclubBASIC Service Search & Directory Service Business Home News Stock Reference Weather . . 3. 3. ( : ) 33 3. 3. ( : )Free SectionCharged SectionSubscriber/PC&Modem(Sender)ISP & TelcoCarrierReceiver/TelephoneVega Server(Call Router)INTERNETSubscriber/PC&LAN(Sender)Tel

21、coCarrierITGateWayCall Info.Packet Data 34 3. 3. ( () ) 1 - -, , ?2001 2003 2 3 4 : , , , (S/W,or / ) , / , ASP, , / , , 35/ / Larger Tanker Larger Tanker Small TankerSmall TankerContainerContainerHigh-Grade CargHigh-Grade Cargo oLow-Grade CargoLow-Grade CargoLarge BulkLarge BulkSmall BulkSmall Bulk

22、Liquid GasLiquid Gas Highly Attractive Segments Highly Attractive Segments First First ClassClass 2nd 2nd ClassClass First First ClassClass SmallSmall 3. 3. 36q Residential Internet Users Residential Internet Users Convenience; do not have to log off q Company friendly Users Company friendly Users D

23、ataMan subscribers, SEROME NET registrant, etc.q Teenagers & College students Teenagers & College studentsq Office workers Office workers SOHO SOHO 3. 3. 37InternetTelecom Portal Service Service PC to PC Internet Phone vs Minor :500(99) : 21,972(99) : 11,616(99)/ / 3. 3. ( : ) 38 / / , , , ,

24、 3. 3. M I N O RM I N O RM A J O RM A J O RBrand Holder (OEM)Brand Holder (OEM) Distributor/End-user Distributor/End-user (Brand)(Brand) Operator (S M) Operator (S M)Ex) Digital Platform (Turkey)Ex) Digital Platform (Turkey) NTV+ (Russia), Christian TV (U.K.) NTV+ (Russia), Christian TV (U.K.) PDMC

25、(Taiwan) PDMC (Taiwan) Operator (L)Operator (L) Ex) BskyB (U.K.), Canal + (France) Ex) BskyB (U.K.), Canal + (France) DirecTV (USA,Satellite) DirecTV (USA,Satellite) TCI (USA,Cable) TCI (USA,Cable) M I N O RM I N O RM A J O RM A J O R STB manufactures in STB manufactures in Korea & TaiwanKorea &

26、amp; TaiwanHumaxHumax, Nokia, NokiaKathrein, TechnisatKathrein, Technisat HumaxHumax, Sagem, Nokia, Sagem, Nokia Echostar, UEC, Samsung Echostar, UEC, Samsung Philips, Pace, Amstrad Philips, Pace, Amstrad Thomson, Panasonic, GI, SA Thomson, Panasonic, GI, SAA AD DC CB BB BA AC CD D( : ) 39 / / , , ,

27、 , 3. 3. : : Voice Market Voice Market 989920002001200219,42920,91621,55422,66324,222 10,28320,77211,30012,29314,013 9181,0561,4281,6261,908 3008441,1851,6261,908 20,34721,97222,98224,28926,130 10,58311,61612,72813,90716,604 Remark : (/) (KISDI) 4002,0004,0006,0008,00010,00012,00014,00019992000(e)20

28、01(e)050,000100,000150,000200,000250,000300,000350,000400,000450,00019992000(e)2001(e): 3. 3. : : Security Security 41 SpaceBuildersSpaceBuilders 1 1 2 2 3 3 4 4 5 5 6 6 3. 3. 42 , 3. 3. SEROMECALL vs InternetSEROMECALL vs Telecom Internet Site Portal Site(, ) Site(Yahoo, ) , Site (Contents ) Intern

29、et Phone Competition Limitation Coverage( ) (PC/Internet) New Internet Concept/ 43q Technologies Technologies Proprietary Split-323 Architecture SCALABILITY : Thousands of concurrent calls per server FLEXIBILITY : Ability to connect to multiple ITSPs(US) Very small Java applet 150kBq First to Market

30、 Leadership First to Market Leadership Preemptive position Brand-new application of VoIP capability Aggressive partnership with portal site planned in the initial deployment stageq Relief established Special Type Telco or ISP Relief established Special Type Telco or ISP Much different from low cost

31、service Perfectly targeted audience generation , 3. 3. 44 , , ( ) 3. 3. 45 , , ( ) 3. 3. q First-time user must register before using the serviceq During registration, a small Java applet is automatically downloaded and installed Downloading is required only once All user DB and info. Shared with SE

32、ROME NETq When the user logs on to the , the Seromecall applet is presentedq User dials the number to be called and clicks on the dial buttonq Microphone and speaker on the users PC environment are used to talk with regular phone on the destination caller( : ) 46 / / 3. 3. 47 3. 3. q Revenue : 50won

33、/minutes Revenue : 50won/minutes 2 banners ads flashed per minutes q Cost : 22won/minutes Cost : 22won/minutes average local call price to TELCOsq Gross Margin : 28won/minutes expected Gross Margin : 28won/minutes expected( : ) 48 / 3. 3. 49 - e-Marketing (e-CRM) 3. 3. 50 200020002001200120022002 CY

34、BER APTCYBER APTAPTAPT5,6005,60024,00024,00040,00040,000APTAPT 24,00024,00035k(35k()/45k()/45k() )28028048048040040050k/20k/10k50k/20k/10k: : 1,0081,0082,8802,8807,6807,6801 1:15k:15k/ /X XX X,2.3,2.3:10k:10k(contents(contents) )* *210210360360960960OFF-Line BizOFF-Line Biz* *4204207207201,9201,920

35、* *1,2881,2884,4404,44010,96010,960CyberCyber 2,5002,50015,00015,00027,00027,000 200020002001200120022002 NET-WORKNET-WORK, SI, SI5,0005,0002,0002,0002,0002,00010,00010,00015,00015,00020,00020,000 4,8004,80010,00010,00010,00010,000 19,80019,80027,00027,00032,00032,000 3. 3. 51 Technology Map Technol

36、ogy Map 1999 1999 2000 2000 200120012002 2002 2003 2003 3. 3. 52 , , , 1999-00-002000. 00. 00 3. 3. 53 1996199719981999200020012002 FTA(Free-To-Air)Q4Common Interface Q3CASViaccessQ4MediaguardQ1CryptoworksQ4IrdetoQ4Conax Q2Nagravision Q2 Q4 Q3High-end Q3 Q1Q1 Q2 ( ( ) ) 3. 3. ( : ) 54 3. 3. 35 55 ,

37、, , 2001200120022002( (計計) )20032003( (計計) )2001.1/42001.1/42001.2/42001.2/42001.3/42001.3/42001.4/42001.4/4計計 1 2 3 4 DB(+) 3. 3. 56890,4199,500,000,000165,563,238600,000,0001,286,16012,000,000,000202,309,092800,000,000 , , , 3. 3. ( : ) 57 200320032001200120022002 1 2 31 1 * / 3. 3. 584. 4. 4. 4-1

38、. 4-1. 4-1. 4-1. 動因動因 4-3. 4-3. 594. 4. / 604. 4. 動因動因 1 1 2 2 3 3 61 CTICTI UMS UMS IP/CP IP/CP 9,0009,000( (0.45%)0.45%) - CYBER APT (- CYBER APT () ) - NET-WORK - NET-WORKCYBER TOWNCYBER TOWN-WEB Camera -WEB Camera - - -WEBTEAM -WEBTEAM -WEB PROMOTION-WEB PROMOTION 25,00025,000( (6.58%)6.58%) - C

39、YBER APT- CYBER APT , CONTENTS, CONTENTS -T-LAN-T-LAN-ADSL-ADSL- - - - - CYBER APT (- CYBER APT () ) - NET-WORK - NET-WORK 4. 4. ( : ) 624. 4. Humax U.K (Belfast in U.K)Humax U.K (Belfast in U.K)Humax GmbH (Frankfurt in Germany)Humax GmbH (Frankfurt in Germany)Humax Gulf (Dubai in U.A.E)Humax Gulf (

40、Dubai in U.A.E)Chakir(Germany)Chakir(Germany)A&C ElectronicsA&C ElectronicsTurkeySocomosatSocomosatTunisTeka PortuguesaTeka PortuguesaPortugalSpace TVSpace TVAfricaWicomWicomUkraineIMSIMSU.A.E.YamaniYamaniMoroccoDaly Export Daly Export CommunicationsCommunicationsEgyptTuhamiTuhamiBelsatBelsa

41、tSwitzerlandS K OrbitS K OrbitIsraelVideo & SuonoVideo & SuonoFlemmingFlemmingEurosatEurosatSMSSMSWilliams Global AccessWilliams Global AccessTurbosatTurbosatWisatWisatWeissWeissNevelingNevelingDoebisDoebisAlltechAlltechCustomerGreeceDenmarkFranceUnited KingdomGermanyCountryMikrovisatos Serv

42、isasMikrovisatos ServisasLithuaniaMini GaleriaMini GaleriaHungaryGeneral SateliteGeneral SateliteUniversal CommunicationsUniversal CommunicationsRussiaData ExpressData ExpressMaltaSatecSatecDacommDacommAustriaBando TradingBando TradingSpainCardmaniaCardmaniaMediasatMediasatItalyCustomerCountrySpace

43、TVSpace TV ( : ) 635. 5. 5. 5-1. 5-1. 5-2. 5-2. 645. 5. : , , () Leased Line- Servers & G/Ws : 110(99)/300(2K)- 10/100 mbps switch : 500(99)- Back up G/W : 800(99)/1000(2K)- DB Server : 50- : 81x4=324(99)/10(2K)- (120-25) : 30(99)/100(2K) Remark : (992000 Biz. Yr.)Total- 99 : 206,240,000- 2000 :

44、 420,000,000( : ) 655. 5. 666. 6. 6. 6-1. 6-1. 6-2. 6-2. 6-3. 6-3. 6-4. 6-4. -, , , ( ), 676. 6. 2000200012001200160016002000200024002400280028002102103003002500250038038058058013001300600600800800( () )200120012002200220022002 80% 80% 800800320032003600360042004200 : 40%: 40% : 10%: 10% : 10%: 10%: 10%: 10% : 30%: 30%( : ) 686. 6. (:,%)* 300 , 7,470 19971998199920003 2000 (E )( 2 0 0 0