SoundCloud Final Report
SoundCloud Final Report Michael Kim
Paley Mao
Alex Maquet
Faith Namsemon
Trevor Sears
Zheyuan Song Consumer Behavior
4 December 2014
Prof. Henry Assael
Table of Contents Executive Summary
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Project Definition
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Industry Analysis
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5
SWOT Analysis
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Target Group
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A3
Concept Statement .
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Focus Group Subjects
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3
Focus Group Results
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5
Strategic Recommendations
Moving Forward
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5
Appendices
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Executive Summary
This report provides analysis, research and evaluation of consumer demographics, potential target markets, and strategic recommendations for the proposal of a new live streaming platform for SoundCloud. Users of this live streaming platform would be divided into
“producers” of content (anticipated to be primarily independent artists) and viewers. Producers would show live video garage band/concert performances through their accounts and viewers would be able to tune in to these sessions and comment/like/share. During our research for this new platform, we discovered three key insights:
1. The niche market represented by livestreaming is still new and has not truly been tapped into.
The only websites featuring services similar to this are either not music oriented or are not readily available to independent artists.
2. Social media sites such as Facebook and Twitter, through the usage of shares, play a strong role in introducing SoundCloud to consumers.
3. Consumers that typically use music or music and videooriented sites (such as YouTube or
Spotify) value ease of access/usage and simplicity in design and layout.
It is recommended:
● That we leverage the opportunity presented within
Paley Mao
Alex Maquet
Faith Namsemon
Trevor Sears
Zheyuan Song Consumer Behavior
4 December 2014
Prof. Henry Assael
Table of Contents Executive Summary
.
.
.
.
.
.
.
.
2
Project Definition
.
.
.
.
.
.
.
.
.
3
Industry Analysis
.
.
.
.
.
.
.
.
.
5
SWOT Analysis
.
.
.
.
.
.
.
.
.
5
Target Group
.
.
.
.
.
.
.
.
.
A3
Concept Statement .
.
.
.
.
.
.
.
.
2
Focus Group Subjects
.
.
.
.
.
.
.
.
3
Focus Group Results
.
.
.
.
.
.
.
.
5
.
.
.
.
.
.
.
5
Strategic Recommendations
Moving Forward
.
.
.
.
.
.
.
.
.
5
Appendices
.
.
.
.
.
.
.
.
.
5
.
Executive Summary
This report provides analysis, research and evaluation of consumer demographics, potential target markets, and strategic recommendations for the proposal of a new live streaming platform for SoundCloud. Users of this live streaming platform would be divided into
“producers” of content (anticipated to be primarily independent artists) and viewers. Producers would show live video garage band/concert performances through their accounts and viewers would be able to tune in to these sessions and comment/like/share. During our research for this new platform, we discovered three key insights:
1. The niche market represented by livestreaming is still new and has not truly been tapped into.
The only websites featuring services similar to this are either not music oriented or are not readily available to independent artists.
2. Social media sites such as Facebook and Twitter, through the usage of shares, play a strong role in introducing SoundCloud to consumers.
3. Consumers that typically use music or music and videooriented sites (such as YouTube or
Spotify) value ease of access/usage and simplicity in design and layout.
It is recommended:
● That we leverage the opportunity presented within