Mobbr report Group 2a Rotterdam University of Applied Science

Rotterdam University of Applied Sciences
International Business and Management Studies
Marketing Minor
Consultancy Report Mobbr
Group: 401 2A
Date: 26th of January 2015
BlertaShala 0851500
Nadine Elsenaar 0845859
Nesiagho Patience Ekene 0893843
Alex den Bieman 0849346
Bruno Alonso Exchange
Kirsten Vermeer 0848159

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TABLE OF CONTENTS
Chapter 1: Introduction ...............................................................................................................................................................4
Chapter 2: Literature Review ...................................................................................................................................................6
Market Analysis........................................................................................................................................................................................6
Competitor Analysis...............................................................................................................................................................................8
Platforms.................................................................................................................................................................................................. 10
Segmentation ......................................................................................................................................................................................... 12
Digital Appearance .............................................................................................................................................................................. 13
Offline and Online Marketing Campaigns.................................................................................................................................. 14
Chapter 3: Research Methods................................................................................................................................................ 21
Chapter 4: Findings...................................................................................................................................................................... 24
Competitor Analysis............................................................................................................................................................................ 24
Platforms.................................................................................................................................................................................................. 27
Segmentation ......................................................................................................................................................................................... 32
Digital Appearance .............................................................................................................................................................................. 34
Offline and Online Marketing Campaign.................................................................................................................................... 39
Situational Analysis : MICRO ENVIRONMENT............................................................................................................... 39
Situational Analysis : MESO ENVIRONMENT................................................................................................................. 40
Situational Analysis : MACRO ENVIRONMENT ............................................................................................................. 42
Strategic Goals and Objectives.............................................................................................................................................. 45
Vision and Mission..................................................................................................................................................................... 47
Key Performance Indicators.................................................................................................................................................. 47
Strategy........................................................................................................................................................................................... 49
Digital marketing Mix............................................................................................................................................................... 50
Digital Marketing Campaign.................................................................................................................................................. 54
Chapter 5: Conclusion and Recommendation.............................................................................................................. 54
Chapter 6: Implementation .................................................................................................................................................... 58
Bibliography.................................................................................................................................................................................... 59
Activity Log....................................................................................................................................................................................... 64
Reflection .......................................................................................................................................................................................... 67
Peer Assessments......................................................................................................................................................................... 70
Appendix 1: Theories................................................................................................................................................................. 71
Appendx 2: Interview Outlines............................................................................................................................................. 73
Appendx 3: Interview Outcomes ......................................................................................................................................... 76
Appendix 4: Segmentation ...................................................................................................................................................... 84

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Appendix 5: Digital Marketing Plan................................................................................................................................... 86
Appendix 6: Digital Marketing Campaign ...................................................................................................................... 91
Appendix 7: Website.................................................................................................................................................................100
Appendix 8: Final Powerpoint ............................................................................................................................................103

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CHAPTER 1: INTRODUCTION
Mobbr wants to start an economy no one has ever seen before...
In short, Mobbr is a new payment system for crowdsourcing platforms. Crowdsourcing is getting
information, work or services from a people, a crowd, online. Mobbr their strength is their payment
system. They use a new payment system that is different from others that are on the market. It is different
in a way that Mobbr rewards different types of work that can be crowdsourced and enables payments to
be made according to a chosen division. It is different since it can pay interactivity that has added value,
whereas compared to other online payment systems, such as PayPal for instance, this has not been the
case before.
On the LinkedIn of the company they explain their concept and aim in just a few sentences: “some people
think crowdsourcing is a free way to get work done. We think it’s also a great way to let a whole
community contribute to success. Success for all that needs rewards for all” (Mobbr crowdpayments).
Mobbr their problem is that the service can be applied to so many situations, they run the risk of having
too little focus. The goal is to help Mobbr focus and realize a successful market launch, in the form of an
actionable marketing campaign plan for one or two specific target segments. This plan will cover digital
marketing parts as well and a demo website. The demo website includes possible improvements on the
current website of the company.
MAIN QUESTION/GOAL:
Focus on one or two segments in the market and create a ‘digital’ marketing campaign plan.
SUB QUESTIONS AND DELIVERABLES:
How does the market of crowdsourcing look like in the Netherlands?
To provide more insight in the crowdsourcing market and crowdsourcing categories.
Who are the main competitors of Mobbr and what are their competitive advantages?
To give an overview of the competitors of Mobbr and their competitive advantages.
What can be learned from existing platforms and what do experts in the platform field think about
Mobbr?
To provide more insight in existing platforms: successes, failures and experts their opinion about the
Mobbr concept.
How can the market be segmented, targeted and how should Mobbr position?
To give information about segmentation, targeting and positioning for the possible segments that Mobbr
can focus on to come to a suitable segmentation strategy.
How do potential clients react on the new website of Mobbr?
To provide more information about the criteria of attractive websites, integration of Social Media and the
opinion of visitors of the new Mobbr website.
How to create a successful offline and online marketing campaign for Mobbr?
To provide an offline and online marketing campaign plan for Mobbr. Recommendations will be given
with the steps to take. The main focus here will be on viral marketing.

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ISHIWAKA DIAGRAM
The Ishiwaka Diagram, also known as the Fishbone Diagram, will be used to visualize the research for the
project. It is a ‘living’ document and could be changed and adjusted during the project. The main research
question, sub research questions and associated research topics can be found in the Fishbone Diagram.
The research questions will be answered via primary and secondary research. Desk research via articles,
books and the internet will be thoroughly done and field research via interviews and questionnaires will
be done as well in order to gain the necessary information.
The two biggest expected risks of the project will be getting the primary research done and getting the
project done within time. Getting primary research done might be a risk because of the dependency on
external factors, such as companies that would not like to do an interview but the team actually hoped to
have an interview with. Time might be a risk because it is a big project.
The risk of time will be conquered by a good schedule and the primary research risk will be reduced by
approaching companies on time about the possible interviews, so their (non)participation can be taken
into account.

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CHAPTER 2: LITERATURE REVIEW
This chapter will contain information about the market analysis, competitor analysis, platforms,
segmentation and a possible offline and online marketing campaign for Mobbr.
MARKET ANALYSIS
The Market Analysis will provide information about crowdsourcing in general, crowdsourcing categories
and crowdsourcing trends.
WHAT IS CROWDSOURCING?
Crowdsourcing has become very popular among companies, universities and institutions as a modern
tool for problem solving. Crowdsourcing is based on the concept of an open publication of a problem that
finds a solution online via the crowd’s responses (Giaoutzi & Papadopoulou, 2014).
The concept of crowdsourcing is described according to C-A. Papadopoulou and M. Giaoutzi, two teachers
of the School of Rural and Surveying Engineering which is part of the National Technical University of
Athens, by: ‘a process, including methods and techniques of data collection and info generation that
involves large groups of users, who are not organized centrally and generate shared content’ (Giaoutzi &
Papadopoulou, 2014). This is stated in their article, which is named: ‘Crowdsourcing as a Tool for
Knowledge Acquisition in Spatial Planning’. Basically, crowdsourcing is getting information, work, or
services from people, a crowd, online. Such as a forum where problems are discussed.
An example that illustrates crowdsourcing is the following:
In 2010, an original Lays campaign started. The Netherlands got the opportunity to think about a new
taste of the popular Lays chip via crowdsourcing. Lays involved their customers in a very innovative way
with this campaign.
The campaign was called: ‘Maak de Smaak’ which is Dutch for: ‘Make the Taste’. Lays searched for ideas
from Dutch consumers about their new taste of chips. Consumers were able to come up with ideas via
crowdsourcing. Because of the talents and innovative power from the Dutch crowd, Lays was able to
develop and present a new taste of chips via crowdsourcing.
According to Michael Blankert, who is Brand Manager of Consumer Engagement at Pepsico Nederland
B.V. and who wrote the article: ‘Lay’s Maak de Smaak: een nieuwe smaak op de markt door
crowdsourcing’ the goal of this campaign was to involve the consumer in the product development of the
chips and reward them for loyalty and creativity. Which resulted in a new taste of chips developed by and
for the consumer.
Within two months 700.000 ideas for new chips tastes came in with 375000 entries, so it can be
concluded that this campaign is an example of a successful crowdsourcing campaign (Blankert, 2011).
WHAT ARE CROWDSOURCING CATAGORIES AND TRENDS?
According to David Bratvold, who is the founder of Daily Crowdsource, which is a site for crowdsourcing
news, there are four main subcategories as to which crowdsourcing can be broken down to, namely:
Microtasks;
Microtasks involves projects that are broken down to several pieces. Each crowd worker can only see his
or her piece of the project and not the whole project.

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Macrotasks;
Macrotasks is similar to microtasks, however the crowd worker can see more pieces or the whole project
and can get involved in any piece they have knowledge about. This form is more common with complex
projects.
Crowdfunding;
Crowdfunding is getting a crowd to help fund a project. Its unique part is that there is a goal and a
deadline and if the full amount of the project has to be funded before the deadline or the project will
receive nothing from the funding.
Crowd Contests;
Crowd contests are used when a crowd is asked to work and only get compensated for the chosen entries.
According to Mr. Bratvold, who is keen on educating business professionals on the benefits of
crowdsourcing, there are several trends that can be seen for crowdsourcing, namely (Bratvold, 2011):
1. Curated Crowds
The bigger the crowd does not mean the better the output here. It is unmanageable to involve
huge crowds in a project. It is more recommended and more standard to work with fewer people
with a lot of knowledge about the subject than to work with a lot of people with a little
knowledge about the subject. There are several sites where anyone can request to join the crowd,
but they have to proof their qualities and ability to add value before being able to participate in
the project.
2. Quality Improvements
As microtasking gains in adoption, more and more crowdsourcing platforms are having success
with an extra level of quality control of the input. The results are getting more correct, which is
beneficial for the projects crowdsourced. Sites like Microtasks have added extra redundancy and
question and answer checks to ensure the level of input.
3. The Standardization of Crowdsourcing
Crowdsourcing is not an industry, it is a grey area for a lot of people. The current leaders in
crowdsourcing are working to define the grey area and standardize it as much as they can.
4. Corporate Acceptance
Already several Fortune 100 corporation have taken a step into crowdsourcing. Even PepsiCo
continued to execute crowdsourcing projects and Amazon build one of the largest crowdsourcing
platforms. These facts show that besides the fact that crowdsourcing is ‘relatively’ new,
important companies are starting to see the benefits and are using it already.
5. Early Adoption
Although companies are accepting crowdsourcing more and more as a way of working, it is still
in the early adaption phase.
GENERAL CONCLUSION
Crowdsourcing has become very popular over the years, huge brands such as Lays in the Netherlands
incorporated crowdsourcing into their businesses. There are several categories in crowdsourcing,
namely: microtasks, macrotasks, crowdfunding and crowd contests. Although crowdsourcing is still in the
early adaption phase, trends can be seen for this innovative way of working, for example the growth of
corporate acceptance for crowdsourcing.

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COMPETITOR ANALYSIS
The competitor analysis will contain information about Porter’s Five Forces, the main competitors, their
main competitive advantages and the Blue Ocean Theory.
WHAT IS THE PORTER’S FIVE FORCES MODEL?
Porter’s Five Forces Model is a widely used model for assessing the profit of potential of industries, in
other words, the industry’s attractiveness. The Five Forces Model outcome is different for every industry.
Michael Porter identified: industry competitors, potential entrants, substitutes, buyers, and suppliers as
the five forces that make a market segment or industry interesting and attractive to be in. These five
forces could be used to identify the market for Mobbr, their opportunities and threats. A picture of the
Model can be seen in Appendix 1. Each force of the five forces can be seen as a separate dimension, which
all five together attribute to the industry attractiveness and define the industry’s competition. The forces
or dimensions that impact the industry the most, become the vital points for formulating a strategy. Each
force has its own characteristics, which are vital to the power each competitive force has.
The five forces and their characteristics are:
Barriers to Entry
Barriers to entry are the most important components in an industry that makes the industry unattractive
to enter for new competitors. The limitations that industries could oppose are the economies of scale,
differentiation in the industry, resources needed to enter, the costs to switch to another industry, the
access to patents and subsidies and the location of the industry.
Substitutes
Substitutes in an industry are services and products that have the same function or provide the same
need as other products and services. The most important influence here in an industry is the change of
technology.
Rivalry among Existing Competitors
Rivalry among existing competitors is about how hostile an industry is at a specific moment. In most
industries companies sell products or services that are in a way similar to competitor’s products and
services. How hostile or aggressive rivalry in an industry is depends on the amount of competitors, the
rate of growth of an industry, the amount of fixed costs, the non-existent differentiation, capacity of an
industry and the diversity of competitors and strategies.
Power of Suppliers
Suppliers’ bargaining power in an industry is based on the ability of suppliers to threaten to raise prices
and reduce quality. There are several influences that can cause suppliers to become powerful. That is the
case if the suppliers group gets more concentrated than the companies they are selling to, if the industry
suppliers deliver to are of little importance to the suppliers, if the suppliers’ products are of great
importance to the industry and when a suppliers’ group threatens forward integration.
Power of Buyers
Buyers’ bargaining power could influence an industry’s prices to go down or to increase the quality of a
product or service. The factors that mainly determine the amount of bargaining power buyers have in an
industry are the amount of buyers compared to the amount of sellers. Also of influence is whether the
products are standard products or differentiated products, switching costs for the buyer, the buyer’s
profitability, how important the level of quality is and the market price compared to the supplier’s cost
(Arons & Waalewijn, 1999).

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HOW TO DEFINE THE MAIN COMPETITORS?
The main competitors will be defined by analysing the current competitors. This broad competition
analysis will be undertaken in two steps. First, the market will be looked at from a consumer’s point of
view and a group of all the competitors will be assembled that compete for the consumer’s money.
Secondly, groups of competitors based on their competitive strategies will be made. When groups of
competitors have been assembled their strengths and weaknesses will be analyzed, to find out where
their advantages lie and on what point they are most vulnerable. The lack of skills, market share,
resources, experience and other key assets all form the base for analysing the strengths and weaknesses
(Entrepreneur, 2006).
The main competitor will be defined by this research, this is the competitor who after analysing the
groups has the least weaknesses and the most strengths over other competitors from the group.
HOW TO DEFINE THE MAIN ADVANTAGES FROM COMPETITORS?
The main competitor advantages of competitors will be based on Porter’s Generic Competitive Strategy
Model. According to Porter there are three generic competitive advantages: differentiation, cost
leadership and focus. Each of the three generic strategies lead to different types of competitor advantages.
The strategies differentiation and cost leadership both pursue a competitive advantage in multiple
industry segments. The attention of focus is more on cost focus and differentiation focus in more specific
industry segment (Porter, 2008). When it’s known what competitive strategy the main competitors
follow, their main advantages can be defined by analysing their strategy and how well they make use of
those advantages. This could be used for Mobbr to identify where possible competitors are lacking or
gaining terrain in the industry.
WHAT IS THE BLUE OCEAN THEORY?
The Blue Ocean Theory is built upon the theory that there are two different kind of spaces that business
can operate in, one being a Red Ocean and one being a Blue Ocean.
The Red Oceans being the market space where almost all of the industries are currently operating in, the
market space that companies know. In the Red Ocean market space competitive rules and boundaries are
in place, companies know about them and they are being accepted. In this space companies compete with
each other because they all want the greatest market share. While this space gets more and more
competitors, profits decline and growth becomes hard to realize. The increased competition intensifies
the rivalry and makes the water turn bloody red.
The Blue Ocean is the market space that is non-existent yet, companies and consumers don’t know about
this space yet and therefore there is no competition. Instead of the Red Ocean where demand is competed
on, demand in the Blue Ocean is created. In this market space, companies have plenty of space to grow
and the opportunity to do so in a quick pace. A picture of the Red Ocean versus the Blue Ocean Strategy
can be found in Appendix 1.
GENERAL CONCLUSION
By using the different theories and strategies information about competitors and their advantages will be
gained. Even though the Blue Ocean strategy and the Porter Five Forces are very different, they are both
useful to show and identify what competitors there are for Mobbr and whether there are possibilities to
do something different.

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PLATFORMS
In order to identify which platforms could be possible consumers of Mobbr , successful platforms will be
studied to investigate what makes them successful. Furthermore, the problems that are faced by
crowdsourcing platforms are studied.
WHAT ARE EXAMPLES OF SUCCESSFUL CROWDSOURCING PLATFORMS?
In order to learn from successful platforms, examples can be looked at and criteria that makes a platform
successful can be found. Both Ichitect and Opentube.com provide a list with a top three of the best
crowdsourcing platforms. Ichitect has a more up to date list, since the list of Opentube is from 2009,
however Opentube has a better description of why these platforms were or are so great.
On Ichitect.com, the first platform that is listed as the best one is Designcrowd. According to Designcrowd
themselves, their success lies in the advantages over the traditional design process: it is worldwide, has a
fast responses, is less costly, more creative and risk free since the money can be refunded if the designs
aren’t as expected. Furthermore, the website is easy to navigate through and there are many options.
Secondly, 99designs is mentioned, 99designs has a great reputation and similarly to Designcrowd, there is
a money-back guarantee. A part of the contract is the ability to have an unlimited number of revisions and
making a competition of the project. The website is also easy to navigate through and the option to work
one on one is also available. Additionally, they have the option or ready-to-purchase logos and the option
of Swiftly, which helps smaller tasks to be executed faster.
Thirdly, oDesk is listed on Ichitect.com. oDesk is a large online workplace with more than a million
companies hiring freelancers to do a job. With oDesk, hiring is easy and based per-job, oDesk is described
as very reliable and affordable.
The first one listed on the top three of the best crowdsourcing platforms of Opentube.com is Chaordix. As
written on Opentube, it is simple to search with and to interpret input that gives the business an
advantage. Chaordix is different because of their ability to handle large crowds, to minimize bias and to
engage different types of crowds.
Secondly, IdeaScale is listed. Through IdeaScale, companies can request ideas from the crowd and rate it.
It is a system of piling on each other, it starts with one idea and others build upon that idea and expand it.
Ideascale is described as the most powerful, rich idea management tool available. Portals can be managed,
ideas exported and it has powerful integration tools.
Crowdspirit is at the third place, Crowdspirit is especially great because it enables innovators from
outside the company to be directly involved in a project. After the idea is submitted and selected,
outsiders are invited to join.
Therefore, the characteristics of successful platforms can be concluded as:
- Cheap, cost free, (money-back guarantee)
- Easy to navigate website
- Per-job hiring
- Reliable with fast responses
- Able to handle large crowds and different kinds of crowds
- Minimize bias
- Powerful integration tools
- Direct involvement in the project of the company
- Ability to pile ideas on ideas

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There are several types of crowdsourcing. As written by Steve Keifer, Jeff Howe has described four ways
of crowdsourcing in his book ‘Crowdsourcing’.
The first one is co-creation. Co-creation is creation made by other people, value is added by their
activities. For instance, these can be tasks or solving problems.
A second type described by Mr. Howe is crowd voting. People all over the world can review content
online, which helps to filter and organize it for the others. This can be done in multiple ways, people can
simply vote and rate the content, or a software determines the popularity based on views, for instance.
A third kind described is crowd wisdom. Crowd wisdom refers to many people using their knowledge to
solve problems or predict future results. Basically, using their intellectual sources.
The fourth and last one, is crowd-funding. Which brings people and organizations to collect funds for a
certain project.
WHAT ARE POSSIBLE PROBLEMS OF CROWDSOURCING PLATFORMS?
There are several crowdsourcing problems described by Paul Wagorn that crowdsourcing platforms deal
with (Wagorn, 2014).
The first one is lack of confidentiality, crowdsourcing gives everyone a chance to join in. Even if there are
restrictions, there is never a guarantee who to deal with, what level of knowledge the person has, where
they are and how old they are for example. There is not much information on the person sitting behind
the computer, therefore answers can easily be questioned. This could be solved by using a rating system
or a limit of false answers before being banned from the platform.
Secondly, a problem mentioned is lack of communication. If the problem is not correctly understood by
the participants, it may lead to a number of concepts that cannot be applied. There is a lot of room for
miscommunication when there is no further communication at all. A certain way for the participants to
communicate would fix this.
Thirdly, risks of intellectual property are discussed. There is a risk of getting into legal trouble when using
other’s solutions. In order to prevent this, proper research should be done before the solution is officially
chosen. Also, guidelines about intellectual property should be set.
Furthermore, there is the risk that a lot of ideas are provided, but not actually solutions. This creates only
more work for the enterprise. This can be prevented with clear rules as to what the responses should
consist of.
Lastly, since there are a lot of ideas submitted, there is a lot of work for the technical staff as well. Since
they need to respond, review and perhaps even divide the best work from the other work. It takes time
and costs money. This can be solved with a good filter system on the platform. Furthermore, as
mentioned before, with a rating of the users.
GENERAL CONCLUSION
In conclusion successful factors for crowdsourcing platforms are: fast responses, cheap, easy to navigate
on the website, per-job hiring, reliable, able to handle large crowds and different kinds of crowds,
minimize bias, powerful integration tools, direct involvement in the project of the company and the ability
to pile ideas on ideas. Furthermore, the platforms can be divided in co-creation, crowd voting, crowd
wisdom and crowd funding. The platforms mostly deal with problems of confidentiality, communication
and risk of intellectual property.

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SEGMENTATION
Segmentation will contain information about the definition of segmentation, how to define possible
industries or markets to target, how to position and how to come to a suitable segmentation strategy.
WHAT IS SEGMENTATION?
Market segmentation is a marketing strategy that involves dividing a broad target group into subsets of
consumers who have common needs and priorities. Different strategies are implemented to target the
specific groups. According to the situation of Mobbr, their target group is big, which is in line with the
problem statement. When the segments are known, a Marketing Mix can be designed that precisely
matches the expectations of the customers in their segment.
There are several methods for segmentation, namely behavioral, demographic, psychographic and
geographical differences. Segmentation that is done according to demographic characteristics is based on
different variables such as age, gender, occupation and educational level. Segmentation can also be done
according behavior, groups can be divided according their knowledge, attitude or response rate to a
product or service. Psychographic segmentation is the analysis of the consumers lifestyle, to gather
information about their activities, interests, opinion and statements. Geographical segmentation is done
via differences in the place of work or residence (Business Dictionary.com , 2014).
HOW TO DEFINE POSSIBLE INDUSTRIES/MARKETS TO TARGET AND HOW TO POSITION?
The STP Model can be used during the segmentation, targeting and positioning of companies. STP stands
for Segmentation, Targeting and Positioning. The figure in Appendix 1 provides a more detailed
explanation.
HOW TO COME TO A SUITABLE SEGMENTATION STRATEGY?
After defining the segment, how to target the market and how to position in the market the planning of
the positioning can take place. The Marketing Mix Model can be used to come to a strategy for this
planning. The Marketing Mix exists out of the 7 P’s: Product, Price, Place, Promotion, People, Physical
evidence and Processes. Explanation can be found below:
Product/Services: How to develop the products/services from the company?
Prices: Is a change in the pricing model necessary?
Place: What are the distribution options to experience the product/service?
Promotion: How to promote the product/service within paid, owned and earned media
channels?
Physical Evidence: How to reassure the customers?
People: How are the ‘people’, also called staff, are they skilled enough or is training
needed?
Partners: Are the existing partners managed or are new partners needed (Hanlon, 2014)?
GENERAL CONCLUSION
Market segmentation is a marketing strategy that involves dividing a broad target group into subsets of
consumers who have common needs and priorities. There are several methods for segmentation, namely
behavioral, demographic, psychographic and geographical differences. The segmentation strategy for this
market can be defined according the STP Model and the planning can be strategized by the use of the
Marketing Mix Model with the 7 P’s.

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DIGITAL APPEARANCE
Digital appearance will contain information about the website of Mobbr. Criteria for attractive websites will
be researched. Secondly, since Social Media is very important nowadays, suitable ways to integrate Social
Media for Mobbr are researched. Thirdly, Primary research will be held via a survey to see what the visitors
opinion are on the new Mobbr website.
WHAT ARE CRITERIA FOR ATTRACTIVE WEBSITES?
In order for Mobbr to create an attractive website Mobbr has to have a mind map of the exact information
they need to show on their website that will be attractive ad appealing to their customers. According to
(Clay, B 2014) a website page must be clean, uncluttered, and very easy to read without hurting the eyes.
Some points for attractive websites, and important for Mobbr to keep in mind, are the following:
1. Content Richness
2. User-friendliness
3. Reliability
4. Freshness
5. Security
6. Commercial
7. Image
8. Social Media
9. Content Sharable
10. Language
WHAT IS SOCIAL MEDIA AND HOW TO INTEGRATE IT FOR MOBBR?
Social media is a term for all internet applications, that make it possible to share information. It is one of
the main activities people take part in online nowadays. Examples of Social Media are: Facebook, Twitter,
Instagram and Google+. Mobbr is already using different types of Social Media, but insight is necessary
about how to integrate this more and to check whether there are Social Media platforms that Mobbr is
missing out on. Syncing social media on Mobbr their website can drive added value to the audience and
paying customers alike.
WHY CHECK THE OPINION OF VISITORS ON THE WEBSITE?
Mobbr recently launched a new website. Since Mobbr is targeting a digital market, their website is very
important. Insight is necessary to see what the opinion is from visitors on the new website. Do they
understand the concept? Is the website easy to use? Both important questions to see whether this new
website will be a success. WebQual is an important tool that will be used here. Webqual is an instrument
for assessing the usability, information, and service interaction quality of Internet web-sites, particularly
those offering e-commerce facilities.
GENERAL CONCLUSION
Digital appearance is very important for Mobbr, since they target an online market. The appearance of
their new website is even more important, because that’s how Mobbr communicates with their market.
Examples of criteria for attractive websites are content richness, user friendliness and use of language.
Social Media is an important tool for Mobbr to use on their new website, because it can add value for the
company. The opinion of visitors on the new website is crucial to know for Mobbr, since customer insight
is necessary for success.

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OFFLINE AND ONLINE MARKETING CAMPAIGNS
The offline and online marketing campaigns will contain information about the criteria for creating a good
campaign, cases of successful campaigns, a situational analysis of Mobbr and its digital performance,
strategic goals and objectives, KPI’s, the digital marketing strategy and the digital marketing plan to come
to the most suitable marketing strategy for Mobbr and its target group. The several parts of the research for
the campaign will be thoroughly explained, in order for Mobbr to easily execute it.
CRITERIA FOR CREATING A GOOD CAMPAIGN
The MOBBR team needs to come up with a successful campaign that will take the customer base of the
company to a whole other level. People need to be convinced of their need for MOBBR and of what they
can bring to the table for them. However, the budget is low and therefore it is important to think of the
campaign wisely and to learn from others that have set up a campaign at a low budget and have gone
viral.
First of all, it will be examined how a good campaign can be created and what the company should or
should not do.
1. Know the company’s audience and provide for relevant information. First and foremost it is
important to know that each social network is different in identity and audience, therefore each
audience of each social network site should first be analyzed prior to setting of the campaign.
MOBBR should also determine what their audience is and which audience they want to reach. For
example, Google+ is known to be used mostly by men whereas Pinterest is rather popular with
women.
2. Do not only make posts about MOBBR for the campaign. Engagement is not created through
solely posting about the company itself. The posts that the company makes need to entail stories
that will tell what the benefit of the company is or that will show the benefits. The posts and
messages need to have a twist in order for it to encourage readers to read and share it.
Furthermore, the message has to be directed towards the reader and it should be made personal
by using words like “you”.
3. Share what is important to the company. Some companies might not have the time to sit down
and come up with content or they might not have the budget to do so. In that case one can also
post short messages that are important to the company and it can post content that it is
passionate about. When a company posts what is important to oneself it creates a form of
personalization towards its customers where it does not portray the image of a company but
rather as a person (Schiff, 2014).
4. Track the shares and comments. Keep track of what others are responding to the posts and
whether they are sharing those. Did they actually read the content and did they share it? What is
it that made them act to it? In this way one can recognize what customers like and what they do
not like but also what is working for the company and what does not (Collier, 2014).
5. Be consistent. In order for people to recognize and keep in mind the brand one should be
consistent in what it posts and what message it wants to give to the customers. Consistent
messages can also be adapted and used for other purposes (Schiff, 2014).
6. Think about external factors. Think of the outcomes of the campaign, what is it that can happen
after launching the campaign. Try to predict what the external environment will do and if it might

15
change, create a campaign based on the upcoming changes. Also look at the current economic
conditions, will they change and what kind of effect will it have?
7. What can MOBBR do to reach its goals? After goals are set there should be a plan on how to
reach those goals, therefore create a list of what needs to be done to reach those and how this
could be achieved through the campaign.
In order to increase the chances of the MOBBR campaign to become successful and to go viral one needs
to put a lot of time and effort into the planning of the campaign. Therefore, it is important to thoroughly
think about what can be done and how it should be done. There are four stages of creating a successful
campaign: analysis, planning, action and impact (Mckennie, 2013).
   
There are several Do’s and don’ts for campaigns which are important to look at in order for it to become
successful.
Do’s Don’ts
Embrace borderless digitalization (Lover, 2014) Solely talking about MOBBR (Collier, 2014)
Be creative – stand out (The Financial Brand,
2013)
Underestimating the power of clicks (Lover,
2014)
Create a funny or memorable campaign Advertise too much (The Financial Brand, 2013)
Refine MOBBRs understanding of the target
market
Create long messages
Clearly define the goals and expectations (The
Financial Brand, 2013)
Rolling out a campaign without enough checks
and rechecks. (Netline Corporations, 2014)

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CASES OF SUCCESFUL CAMPAIGNS
1. Lays do us a flavor
In mid-2012 Lays came up with a campaign that had benefits for customers as well as the company itself.
It allowed their customers to come up with a flavor for their lays chips. This campaign called “Do Us a
Flavor” challenged customers to come up with an interesting flavor in order to get the chance to win $1
million or to obtain 1% of their sales revenue.
The video became a viral success as people got the opportunity to think about a certain flavor that they
would like for their chips and they were able to make a lot of money with it! One of the main reasons for
their success is that their customers liked having a say in the production, as they had a voice.
Marketing Subject Change after Commercial
Social Media Followers Tripled fan base on Facebook
Sales Went up by 12% (Ankeny, 2014)
Video views Over 12 million
2. Dove Men + Care Brazil
Dove is known for its touching, original and funny commercials and in Brazil it has launched one of its
most successful campaigns so far. The commercial is actually a parody of the Pantene advertisements for
woman’s shampoo as it portrays a shampoo that gives ladies luscious, long hair.
The campaign shows Diego, who suddenly has luscious long hair just as in the shampoo campaigns for
woman. However, Diego does not notice that his hair looks like woman’s hair. His colleague asks whether
he has done something to his hair and he points out that it looks different. Diego, then, notices that his
hair has become beautifully long and shiny and rushes back home to use the Dove Men + Care shampoo to
get his hair back to normal. The end of the campaign says: “it’s not for woman”. Even though the
commercial is in Brazilian it has become an international hit and it was nominated for several awards
including the prestigious Cannes Golden Lions (Advertising Age, 2013).
The main reason for its success is that the video was seen as funny as it is a parody. People tend to share
funny videos, as they also want to make other people laugh. The more shares, the more people see it and
get acquainted with the brand or come to like the brand.
Sales Increased by 5.9% (Mcclure, 2013)
Video views 2.1 million in the first month
Shares 167,218 in the first week (Hall,
2013)

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3. Budweiser Superbowl
The Budweiser commercial for the Super Bowl this year was liked by the public as it was touching and
sweet. The commercial portrayed a friendship between a dog and a horse in order to portray the slogan of
the beer, which says “best buds”. As previously stated, the commercial went viral even though it was aired
only once during the super bowl. It gained people’s attention as it increased their likeability against the
company. The company also increased the likelihood of people buying their product by 37% and it
achieved over 1 million shares in a short period of time. Up until now the video has been viewed over 53
million times on YouTube creating even more awareness for the company.
The video became viral due to its likability factor. People like animals and feel touched by the friendship
between the horse and the dog.
Sales Likelihood increased by 37%
(Marketing Charts, 2014)
Video views Over 53 Million views up until now
(Budweiser, 2014)
Shares Over 3.1 Million views up until now
(Viral Video, 2014)
4. Internship.com and Charlie Sheen
Internship.com used Charlie Sheen to post an advertisement
for them. As soon as Charlie sheen invited the entire world to
become his intern the post went viral and internship.com
became a hit (Carter, 2013).
New applicants 74.000 in the first 48 hours
Retweets 7761
New vitors to the
website
Over 1 million unique
visitors
Conclusion
A commercial should be original, it should stand out, it should be funny, surprising, have a likability factor
or touch our hearts and makes us think in order to go viral. Furthermore, it should be well thought out
and well planned in order for it to become a successful campaign and one should always keep in mind the
external challenges that the campaign brings but also the changes that might come. Being well prepared,
creative and different is key in this case.

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SITUATIONAL ANALYSIS: WHAT IT IS AND HOW IT WORKS
A situational analysis will be done to create an overview or evaluation of current but also past factors that
have influenced or could influence the organizations current future. The company needs to be evaluated
internally but also externally. Therefore, its customers, competitors and the market as well as the
economical, technical en social aspects need to be reviewed. These analyses will eventually be
represented in a SWOT analysis (The Business Dictionary).
It is important to create a situational analysis for a company because the information gathered is needed
to formulate a successful marketing strategy. Therefore, the outcome of such an analysis forms an
essential part of the marketing plan.
As mentioned before, the situational analysis incorporates internal and external information regarding
the company. The main issues will be explained in the guide to creating a situational analysis:
1. What is the company’s current product situation?
Which explains the sort of products or services that the company sells and breaks that down into
core products and secondary or supporting products (or services) that the company sells. This
needs to be done in order to be able to relate the core product/service back to the core client.
Another option for this part is to add an extra section where the client’s needs and wants in
relation to the product/service are discussed.
2. What is the company’s competitive situation?
This section will entail information about who the main competitors are, what they currently are
doing and explain how they think that their product or service features benefit the client. It also
explains what their competitive advantages are.
3. What are the environmental factors that influence the company?
Examines what the internal and external environmental factors are that ought to be taken into
account for the company. These factors can include economic, sociological, legal, technological or
political issues.
4. What are the strengths, weaknesses, opportunities and strengths for the company?
This will be illustrated in a SWOT analysis diagram, which creates an overview of what the
company is accelerating at and what it should improve. Moreover, it gives an insight in what the
weaknesses are of a company and what the threats are that it encounters (Margarit, 2013).
WHAT ARE STRATEGIC GOALS AND OBJECTIVES?
Strategic goals and objectives are created in order to obtain long-term results. These long-term results
cannot be achieved without having certain short-term results that will put the company on the right track
to achieving those desired results.
The company needs to have a vision and a mission statement so that the company can set the goals and
objectives towards achieving that. Objectives are SMART, which means that they should be specific,
measurable, achievable, realistic and timely. Therefore, the objectives set need to explain what will be
accomplished by what time and how much of it.
There are three basic types of objectives:
 Behavioral objectives
These objectives are mainly focused on changing the behavior of employees. Changing what they
are doing and how that affects their work.

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 Community-level outcome objectives
A company can set these objectives if it wants to create a community feeling within the company
instead of it having an individual vibe.
 Process objectives
These objectives are set because the form the basis to achieving the other objectives set by the
company.
Why should objectives be created?
Objectives help a company to come up with timely and feasibly ways to achieve its mission, furthermore it
can also show people (funders, organization, stakeholders) what the company has already accomplished.
Creating such objectives also helps the company to make the distinction between what is important and
what is not.
How can objectives be created?
First of all, the mission and the vision statement need to be defined. Secondly, the changes that the
company wants to make need to be defined and planned in order to fulfill the mission. When the changes
to be made are outlined it is important to analyze whether the issues that the company is facing are
actually relevant and to see how big the issue actually is. After having done so, the company needs to
determine what is realistic for the company to accomplish and what is not. Lastly, the objectives for the
company can be set. The objectives can then be used to define the strategies to be used to achieve those
(Fawcett, 2011).
Strategic goals are created to reach the objectives set by the company. A way of determining and
brainstorming through the goals for digital marketing is to use the 5Ss model. This model includes:
 Sell – increase the company’s sales through for example, by having more products/services
available.
 Serve – service is one of the things that other companies can’t copy, therefore a goal can be to add
value to the customer by increasing the benefits that customers receive by being part of the
company or creating for excellent service.
 Speak – get to know what the customer thinks and wants by handing out questionnaires for
example or asking them what they thought of the service online.
 Save – this goal is set to save costs wherever the company can, such as saving on printing cost or
reducing transaction cost.
 Sizzle – reinvent the company and reinforce new rules within it. Create brand awareness, make
people recognize and be familiar with the brand (Chaffey D. , Digital Marketing, 2012).
WHAT ARE KEY PERFORMANCE INDICATORS?
Key performance indicators are some form of performance metrics that show what the overall
performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an
organization to define goals and to measure weather the progress towards those goals is made.
The mission and vision of a company need to be identified to all people involved, such as the stakeholders.
After defining certain goals and objectives the company needs to have a way with which it can measure
whether those goals are met and to what end. That is why KPIs are used. The measurements need to be
agreed beforehand as they reflect what will be the success or fail factors within the company.

20
Each company has different types of key performance indicators, depending on the type of company. One
company might be focused on what part of the income flows out of return customers whereas another
company might rather list the number of customers helped per year.
There are several important things to keep in mind:
1. Key performance indicators reflect the goal of a company, therefore they should be based on the
goals that the company is trying to reach.
2. The key performance indicators should be quantifiable, in other words one should be able to
accurately measure whether the goal is met.
3. Key performance indicators should ultimately lead to the success of a company. They are created
so that they guide towards success.
In order to get of an insight on what are good and what are bad key performance indicator, a table is
shown containing a few examples, the good examples are formulated according the SMART method (Reh,
2013).
Good Bad
Title: percentage of total gross profit in
sales per month (in dollars). The profit is
measured before returns.
Title: Increase sales
Defined: The difference in gross sales in
dollars each month. (percentages will be
used to express the numbers)
Defined: the changes of number of sales
from one month to another.
Measured: total sales for the company
throughout every area.
Measured: total number of sales
Target: from august to January, increase
sales by 15% each month.
Target: more sales each month
GENERAL CONCLUSION
A situational analysis will be done to create an overview or evaluation of current but also past factors that
have influenced or could influence the organizations current future. The company needs to be evaluated
internally but also externally.
Strategic goals and objectives will be created in order to obtain long-term results. These long-term results
cannot be achieved without having certain short-term results that will put the company on the right track
to achieving those desired results. These are based on: behavioral, community-level or process objectives.
Objectives help a company to come up with timely and feasibly ways to achieve its mission; furthermore
it can also show people (funders, organization, stakeholders) what the company has already
accomplished. Strategic goals are created to reach the objectives set by the company. A way of
determining and brainstorming through the goals for digital marketing is to use the 5Ss model.
Key performance indicators are some form of performance metrics that show what the overall
performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an
organization to define goals and to measure weather the progress towards those goals is made. the KPIs
set need to be SMART, meaning to say, they need to be specific, measurable, achievable, realistic and time
based (Pittlekow, 2012).

21
CHAPTER 3: RESEARCH METHODS
This chapter will contain information about the research methods that will be used for the primary and
secondary research.
COMPETITOR ANALYSIS
In order to investigate about Mobbr’s competitors secondary research will be done. Primary research will
not be part of the competitor research, mainly because competitors are not likely to give any information.
Desk research will be done to gather information about them. Desk research will be done via: books,
blogs, papers, articles to gain information about Porter’s 5 Forces, Porter’s, main competitors and their
advantages via the Generic Strategy Model and the Blue Ocean theory all applied to Mobbr.
PLATFORMS
In order to investigate about platforms, primary and secondary research will be done. Secondary research to
find platforms and field research will be held via interviews with the platform organizations found to
generate information on successes, failures and the Mobbr concept.
Different kind of platform organizations will be interviewed in order to gather their opinions on Mobbr.
The sample chosen for the company will exist out of six companies, important is that they are different
companies. Four collaboration platforms, one online communities and one inner crowd will be selected.
The reason for this selection is that within the collaboration platform, as found in the ‘Literature Review’,
four types have been defined. Therefore via Secondary Research, mainly via the internet, one co-creation
platform will be selected, one crowd wisdom, one crowd voting and one crowd funding platform, all in the
Netherlands.
Furthermore, on the supply side of Mobbr their market important parties involved are found, namely
online communities and inner crowds, it is important that one of both are interviewed as well. Additional
options for the companies must also already be selected in case of no response.
The research method chosen is qualitative research, namely interviews, since in-depth answers are
needed to formulate how Mobbr is viewed and the possibilities Mobbr can have with these types of crowd
sourcing platforms. Furthermore, as written in “Research methods for business students” by Saunders,
Lewis and Thornhill, the structure of the interviews could be structured, semi-structured or un-
structured (Saunders, 2009). For these interviews, semi-structured interviews will be conducted.
The reason for this is that there are different kinds of platforms that are going to be interviewed, which
have different characteristics. Therefore, an outline for possible questions can be found in Appendix 2,
however the order and the actual questions will depend on the flow of the interview.
Planning
Since interviews take a lot of time, emails will need to be sent out with a request for an interview as soon
as possible to the selected companies. Therefore, in the following weeks companies will be approached to
see if an interview is possible and whether a time and date is available. If a company does not respond
within two weeks, another company must be contacted.
All by all, four different kinds (co-creation, crowd wisdom, crowd funding, crowd voting) platform
companies will be chosen to be interviewed, due to their differences. Two additional ones have to be
selected in case of no response. The structure of the interview will be semi-structures and the emails for
the request of the interviews have to be sent out as soon as possible, if a company does not respond
within two weeks, it is important that another one needs to be contacted.

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SEGMENTATION
In order to investigate about segmentation, primary research will be done via an interview with Ernesto.
Information will be gathered during this in-depth interview to come up with possible segmentation groups
that are in line with the demand and supply of the market. Secondary research will be done, to come up with
a segmentation strategy for the segmentation group(s).
The primary research, the in-depth interview, will be with Ernesto in order to gather information about
their current services that are used by the demand side of the market, namely: Corporates & SME’s, Open
Source Projects and Public Sector & NGO’s. It is also interesting to see how the supply side reacts,
questions can also be asked about that.
The interview will be an in-depth interview, to gather as much information as possible. The questions for
the interview can be found in Appendix 2.
The secondary research about the Marketing Mix Module will be done via books, blogs, papers, articles
and websites to find the most suitable segmentation strategy for Mobbr.
DIGITAL APPEARANCE
In order to investigate about the website part of the digital appearance, primary and secondary research
will be done. Secondary research via the internet and primary research via surveys to generate information
from visitors about the website’s appearance, the layout and usability for example.
Via secondary research, the criteria for attractive websites will be applied to Mobbr. This will be done via
comparing the criteria to what’s seen or found on Mobbr’s website. Secondary research will also be done
regarding the integration of Social Media for Mobbr. By looking at the websites, the different Social Media
platforms will be investigated and an advise will be given about possible opportunities Mobbr might be
missing out on.
Via primary research, the opinion of visitors on the website will be researched. A questionnaire
developed by WebQual will be used to carry out the research. The questionnaire in Appendix 2 will be
used to carry out the research for Mobbr 's website. The questionnaire will probably be held among
students, since they are interested in an innovative way of working and should be the ‘working class of
the future’ and are easy to find. The questionnaire will be held among 50 students of the Hogeschool
Rotterdam, probably with an Ipad so the students can have a look at the website while conducting the
questionnaire. The questionnaire will be conducted to help Mobbr gain insight on the opinion of visitors
on the new website.
ONLINE AND OFFLINE MARKETING CAMPAIGN
The research methods for the different parts of the online and offline marketing campaign can be found
below.
SITUATIONAL ANALYSIS
In order to investigate Mobbrs situational analysis primary research will be done. However, external analysis
will be done through secondary research. The company’s customers, competitors, products and the political,
economical, sociological, environmental and technological aspects affecting it will be examined.
The internal analysis for Mobbr will be focused on several issues, where the main aspect is to assess the
current contribution that the company obtains from its digital marketing. The overall effectiveness of
what Mobbr is doing at the moment will be examined trough Primary research. Secondary research will
be done on how to perform such a situational analysis. Furthermore, the competitor analysis will also be
done through secondary research as well as the PEST-analysis.

23
On the other hand, customers and products will be examined through either primary research or, if there
is no sufficient information to be found, through in-depth interview of the customers. The book to be used
for secondary research on how to perform a situational analysis is: Digital Marketing by Dave Chaffey. If
an interview ought to be done because of lack of information, the outline can be found in Appendix 2.
STRATEGIC GOALS AND OBJECTIVES
The consultancy group as well as Mobbr will set the strategic goals and objectives. In order to set objectives
and goals, primary research will be done to see what the company is doing now and how to improve its
position by setting goals and objectives. In order to get an overview of what the company sees as important
goals for the company an interview will be held.
Desk research will be done in order to come up with the first step, which is, knowing the company’s vision
and mission statement. An interview with Ernesto will be held in order to find out what Mobbr wants to
achieve and by what time. Based on that information the goals and objectives can be set. An in-depth
interview with Ernesto will entail which goals are realistic for the company and which are not. An outline
for the interview can be found in Appendix 2. Furthermore, secondary desk research will be done in order
to have a clear insight on how to create SMART objectives and goals. The Digital Marketing book by Dave
Chaffey will be used as a guideline.
KEY PERFORMANCE INDICATORS
The KPIs will be examined through Google Analytics, meaning to say, through desk research. The KPIs for the
coming period will be set after performing an interview with the owner of Mobbr, Ernesto.
KPIs are some form of performance metrics that show what the overall performance of a process or sub
process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an organization to define goals and
to measure weather the progress towards those goals is made. The research method to be used in order
to come up with the KPIs for Mobbr will be qualitative research. Therefore, an in-depth interview will be
held with the owner or owners of Mobbr, probably Ernesto. This interview will be a structured interview
and the outline can be found in Appendix 2.

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CHAPTER 4: FINDINGS
This Chapter will provide information about the findings of the Competitor Analysis, Platforms,
Segmentation, Digital Appearance and the Off and Online Marketing Campaign.
COMPETITOR ANALYSIS
The Competitor Analysis will contain information about Porter’s Five Forces, the main competitors, their
main competitive advantages and the Blue Ocean Theory.
PORTER’S FIVE FORCES
1.Threat of Intense Segment Rivalry
The Payment System market Mobbr operates in is a market segment which already has numerous strong
and aggressive competitors. Especially PayPal is one of the biggest payment system providers online, and
as with Mobbr, customers are able to make payments to a large group of people at once. The amount of
competitors is likely to increase because people use online payment systems more and more due to the
increase in online shopping. PayPal as one of the main online payment providers has a high stake in
staying in the market segment, they are a well-known brand with lots of users and a payment system that
has been optimized over several years.
The market, in which websites facilitate instruments that enable users to find crowdsourcing platforms
and tasks online, has very little competitors. Which means Mobbr is a very attractive and strong
company, since it has no competitors yet. The service Mobbr provides at the moment is unique and
therefore creates a competitive advantage over the market segments of which its service consists.
2.Threat of New Entrants
Several parties invested in total $ 1.220.000,- in Mobbr (CrunchBase, 2014), from which can be
concluded that the entry costs are relatively high. The high costs for entering the market lower the threat
of new entrants. Secondly, businesses that want to enter the market first need a banking license and will
have to develop the infrastructure behind a payment system such as on which Mobbr is already working
for over two years. That are barriers that make it less likely for other companies to enter this market.
3.Threat of Substitute Products
Crowdsourcing is relatively new, therefore substitutes for service providers like Mobbr are relatively new
as well. Substitutes for Mobbr are the payment systems that operate on crowdsourcing platforms, some of
those payment providers already offer mass payment options. The amount of power that the substitute
products have is high in Mobbr ’s case, PayPal for example is globally well-known for its services, which
makes the threat of substitute products high and the market less attractive.
4.Threat of Buyers Growing Bargaining Power
The amount of potential buyers is high, every person operating on a crowdsourcing platform could
become a buyer if the websites allows Mobbr payments. This means that the market Mobbr is trying to
get in has a lot of buyers, which makes the buyers bargaining power go up. On the other side however,
there is no similar product on the market, the only competitors could only run substitute services that
have limited functionality.
5.Threat of Suppliers Growing Bargaining Power
Mobbr ’s suppliers are the crowdsourcing platforms, they supply the platform that Mobbr needs for its
service. There are only a few crowdsourcing platforms in The Netherlands, so supplier bargaining power
is higher than is the case internationally, because there are lots of crowdsourcing websites that operate
internationally. The threat suppliers pose for Mobbr is not the price, because Mobbr doesn’t pay the
websites, but the threat here is that crowdsourcing platforms will use other payment systems instead of
Mobbr. ’s.

25
MAIN COMPETITORS
As for the main competitors PayPal and Skrill are compared with Mobbr. Those companies are chosen
because both PayPal and Skrill provide a payment service that enables users to send money to a large
group at once. PayPal and Skrill are both examples of competitors, although they only compete on one
part of Mobbr ’s service.
As indicated in the table in Appendix 2 there are a few points on which not every company is clear and
transparent. Even though there is no or very hard to find information on the points, it does tell which
companies are more consumer friendly and are more open about the service they provide.
The main criteria points on which Mobbr in this chart is being compared with PayPal and Skrill are:
- Usage on crowdsourcing websites:
If this would not be the case, the competitors would be less involved in the competition.
-Ability to find platforms and crowds:
If this would be the case for the other payment systems, the market Mobbr is in would have competition.
-Fees:
In the end Payment Systems are all about the money. Although quality service is very import, making
payments for less is probably more attractive.
-Bank account:
This is import because consumers want to know if they have to pay to create an account or to withdraw
money from an account.
MAIN ADVANTAGES COMPETITORS
The main advantages that stands out based on the table are the following;
- A track payment tool that PayPal explicitly puts on their service description, this tool increase security
which is highly appreciated by customers.
-PayPal their experience, they are already a well-known payment option all over the world.
Conclusion
Out of the three payment systems compared on the chart, Skrill is the one with the most disadvantages.
Skrill users have to pay extra fees which users of Mobbr and PayPal don’t have to and Skrill is the least
transparent about their service and the costs involved.
In essence, Mobbr and PayPal don’t differ that much. Although Mobbr is more than just a payment system,
which is the main advantage over the other two companies, it’s payment service and what users can do
with it is in Mobbr ’s scope not that different from Paypal. However, Paypal their experience is an
advantage Mobbr cannot compete with.
Besides being more than a payment system, two other competitive advantages Mobbr has over Paypal
and Skrill are the option to search for platforms, crowds and tasks, and the free option to do crowd or
mass payments.

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BLUE OCEANTHEORY
Looking at the picture in Appendix 1 and knowing Mobbr is currently trying to create a new market in
which they indirectly don’t have competitors, it is safe to say they are in a Blue Ocean at the moment.
It is important for companies in a Blue Ocean to look at the following aspects:
Raise: What factors should be above the standard the industry maintains?
In Mobbr’s case, this could be being more than just a payment system.
Eliminate: What factors that were heavily competed on in the industry must be eliminated?
Based on the chart in Appendix 2, the factor of extra (hidden) costs is important to eliminate.
Reduce: What factors must be minimized to get below the standard the industry maintains?
The following factors are important for Mobbr to minimize:
-Pay-back hassle.
-Transit time of money from sender to receiver.
-Fees.
Create: Which new factors should be made that the industry never offered?
This is the ease of Crowd Payment technology use, which is never offered this specific way.
These aspects are interesting for Mobbr to keep in mind in order to make a successful start in the new
market they are creating and thereby giving possible new competitors no chance.
GENERAL CONCLUSION
Looking at Porter’s Five Forces, the threat of intense segment rivalry is high for the payment system
market, Paypal is one of their biggest competitors. However, the market, in which websites facilitate
instruments that enable users to find crowdsourcing platforms and tasks online, has very little
competitors. Which means Mobbr is a very attractive and strong company, since it has no competitors
yet.
The threat of new entrants is low because of the high costs involved, and the threat of substitute products
is high looking at Paypal their products for example.
The amount of potential buyers is high, every person operating on a crowdsourcing platform could
become a buyer if the websites allows Mobbr payments, which makes the buyers bargaining power go up.
The threat of suppliers bargaining power is low in the Netherlands, but relatively high abroad since there
are more international crowdsourcing websites.
The main competitors of Mobbr are Paypal and Skrill, compared on their usage on crowdsourcing
websites, ability to find platforms and crowds, feed and bank account involved, Paypal is Mobbr their
main competitor. Their experience is an advantage Mobbr can’t compete with, but being more than a
payment system, their ability to search for platforms, crowds and tasks and the free option to do crowd or
mass payments Mobbr has some important competitive advantages as well.
The Blue Ocean Theory is interesting for Mobbr to look at since they are currently trying to create a new
market in which they indirectly don’t have competitors.

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PLATFORMS
In order to identify which platforms could be possible consumers of Mobbr , successful platforms in the
Netherlands will be studied to investigate what makes them successful. Furthermore, the problems that are
faced by crowdsourcing platforms are also studied.
WHAT ARE EXAMPLES OF SUCCESSFUL CROWDSOURCING PLATFORMS?
After having researched the characteristics of successful crowdsourcing platforms and the different types
of crowdsourcing platforms, Dutch examples were found for the examples of successful crowdsourcing
platforms. For each type of platform, at least one great example was found.
Co-creation Platform
An example of a co-creation platform is Team Topzorg (translated: team Topcare) Which is a successful
platform in The Netherlands, as written on Frismakers (Het succes van onze co-creatie omgeving Team
Topzorg bij Menzis). Team Topzorg was set up by Menzis, a health insurance company that aims to
improve the healthcare in The Netherlands. At the platform, everyone can express their opinion on care,
share their experiences with receiving care and give tips. Their objective is to get 5000 members and
after just a few months they reached over 3000. This proves their success.
Furthermore, looking at the success factors described in Chapter 2, certain factors can be found in this
platform. For instance, it is a cost-free way to gather information about health care services. Furthermore,
it is easy to navigate with the current design. Their privacy policies are easily found and there the
statements make the website reliable. The themes of discussion make it easier to handle larger
crowds/different kinds of crowds. In the game rules, there are statements that help to minimize bias,
people are encouraged to not get too far off topic and not repeat themselves. The involvement into the
company can be found in the result page. The results there present the issues where Menzis is busy with
handling. Since a topic is opened and people can respond on each other, ideas are piled on each other.
Special features that Menzis has are that teams of moderation are behind each theme and internal
platforms are linked to external ones (Het succes van onze co-creatie omgeving Team Topzorg bij
Menzis).
A second example is “Ontwerpen voor geld” translated; Design for money, which is a platform for
designers to design and win prize money with it (geld, sd). On their website it is stated that they began in
2009 and it was an immediate success. Two years later they went abroad and launched: “Crowdsite” their
international crowdsourcing website. One can request a design, which can vary from a logo to a house
style, then the requesting person chooses the best design and the money is transferred, according to Chris
Gobel. “Ontwerpen voor geld” was one of the first crowdsourcing websites in The Netherlands. It provides
companies with a great reach of designers and designers can work from home and participate in contests
they might not have been able to do so in a traditional way.
When examining their success, certain factors were found among this platform as well. In an interview,
Chris Global explains that the responses to a competition are received in about two to four weeks (HTML-
site, 2009). There are more than 1500 designers ready to respond. The amount of bias is helped to
minimize by the public, they can vote for the best designs which can help the person who has assigned the
challenge to decide. There is a money-back guarantee, except for a guaranteed website, which is one of
the three type of competitions to choose from that guarantees the designer that somebody will be
guaranteed to win and gain money (Ontwerpen-voor-geld). This shows more reliability to the designer.
There is also the option of a closed competition, where the competition will not show up in search engines
and will only be viewable for logged in members and the last option is a one-on-one competition where

28
the designers will not be able to view each other’s designs. Furthermore, the design is clear. According to
Chris Globel: “the design is simple but inviting.”
They have investigated how the interaction normally goes between a designer and the task giving person
and the results have been used in the design of the website. Also, Roel Masselink has mentioned in the
interview that the success is mostly booked through word-of-mouth communication, and that their
strongest aspect is their aim at quality above all. He has also said that a lot of effort and attention was
spent on the website and marketing.
A third example in the Netherlands is similar to “Ontwerpen voor geld”; Brandsupply, also a website for
graphic design (Brand Supply). They recognized the problem that occurred: Design companies deal with
high costs and have trouble reaching those designs that fit the glove and are just right. Therefore,
Brandsupply connects designers and those requesting a design. On their website they have earned four
stars and a grade of 8.4. Big brands have already shown interest in Brandsupply. Renault, Greenpeace,
Kilroy, WAR child and more brands have made use of Brandsupply. Furthermore, they collaborate with
the Rabobank to help start-ups have designs for a price they help to determine.
Looking at factors behind the success, Melanie has made use of their services for her blog and described
the services as cheap, easy and personal (Melanie). Furthermore, she gets responses within in a day,
however not the best responses, since everyone can join. Therefore, bias can take place. The time of the
competition is depended upon the person who gives the task. Furthermore, there is not really the ability
to pile upon ideas, however communication can take place with the designer to adjust the design that
designer has handed in.
Crowd Voting
A second type described by Howe is Crowd voting. An example of this is onderling.nl. At onderling.nl,
people can vote about decisions FBTO has made, if more than 60% has determined that FBTO has not
handled correctly, their decision will be adjusted to the opinion of the crowd, according to their website
(Onderling).
It does not cost the users anything and the forum is easy to navigate due to the topics. FBTO is unique
according to Caroline Bos due to the fact that they actually follow up on a voting. Since there is the
promise that FBTO will follow up on the issue when it receives enough votes, it ensures its reliability
(Onderling.nl: Moet de verzekeraar uitkeren of niet? Jij beslist!, 2013). Furthermore, according to the
interview with Remco Kruiper, their success can be found in the fact that they put themselves up as
vulnerable this way. This together with transparency has created their success.
Crowd Wisdom
A third kind described is Crowd wisdom. One Dutch example is battle of the concepts. According to their
website, battle of the concepts companies are looking for new concepts and students or young
professionals can join the battle to provide the company with the best concept (Hoe werkt het?). Taking
part in a battle is completely free and the company provides prize money for the best idea. The platform
was set up in 2009 and was called The Netherlands’ biggest “Denktank” (literally translated; thinking
tank) on Frankwatching by Sébastien Willems (Willems, 2009). The success of the platform is also shown
in the fact that multiple big companies have joined the platform to post their question.
The success of battle of the concepts can be found in the fact that it is free. Furthermore, there is the
ability to be recognized by the companies, if they like your concept, according to Joost Dekkers (Dekkers,
2008). The fact that already big companies have used it, ensures its reliability. Lastly, the prize money
behind the competitions can run up to 5000 euros, which also shows success.

29
Crowd-Funding
The fourth and last one, is crowd-funding. An example of this is PIF world. PIF world is a successful
platform in The Netherlands who launched in 2009 and has reached 1 million of donations beginning this
year, according to Anne-Lot Hoek (Hoek, 2014). Additionally, PIF World has won great prizes, the best
charity website award and the global interactive media awards and has world leaders behind them Sir
Richard Branson and Archbishop Desmond Tutu. PIF world offers a platform where anyone can start
their fund raiser for their organization, and anyone can find one to donate to (World, sd).
The primary reason for the success of the platform is the good cause, which attracts those interested in
helping the world and it reaches the news faster. Furthermore, there is transparency which ensures
reliability. The website is able to handle large crowds and different crowds, as it divides the roles into five
types. It is promised that all the donations go directly to the cause, which also makes it cost-free.
Would these platforms be suitable for Mobbr?
Team Topzorg This platform is currently not involving any incentives for the contributors.
Therefore, there is a small chance they will adapt to Mobbr, however it has a small
chance. Mobbr could convince them on the new economy and show them the
advantages of providing incentives.
Ontwerpen-voor-
geld
This platform does involve money and therefore they could benefit from the
Mobbr payment system. Right now it involves transaction one to one, however
with the Mobbr system they could provide the options of multiple people seeking
multiple designs in the same category.
Brandsupply As brandsupply is similar to Ontwerpen voor geld, the same accounts, Mobbr can
provide new user options for them at a lower cost.
Onderling.nl The chance of this platform using Mobbr is very small. A small input of a large
amount of people is requested, therefore the chance of money being involved is
very small.
Battle of the
concepts
As incentives are already involved, the same applies as with Ontwerpen voor geld.
Now the winner takes it all, however with the Mobbr system, number 2 could
perhaps also gain some money, if his concept is of use to the company. There are
more options for them.
PIF World As more people may be interested in more causes, they could make good use of
the Mobbr payment system. They could provide the option of dividing
percentages over multiple causes, which Mobbr could then pay out in the name of
an individual or a group.

30
WHAT ARE POSSIBLE PROBLEMS OF CROWDSOURCING PLATFORMS?
The problems of the crowdsourcing platforms found during the literature were: lack of confidentially,
lack of communication, risks of intellectual property and the risk that a lot of ideas are provided, not
solutions.
Taking the examples of the crowdsourcing platforms, most problems can be found in the platforms. The
first problem lack of confidentiality, can be found in almost every platform. Some platforms are aimed at a
type of users. Platform Team Topzorg is for people who have experienced health care and have an
opinion about it, however how valid that opinion is can only be evaluated for reliability by the amount of
times that opinion has been mentioned. Secondly, Ontwerpen-voor-geld connects designers with
companies or individuals who have a design task. On their website they claim to have professional
designers and for each design a ranking is possible. For Brand Supply is somewhat similar. However,
Brand Supply does have a ranking with 20 best designers. The amount of won design contests is kept in
count and through that, credibility can be defined.
The platform Onderling.nl of FBTO is for any customer of FBTO who is not happy with the decisions of
FBTO. Anyone could join, therefore credibility is a problem. Battle of the Concepts aims at young
professionals and students, which gives some information of who is dealt with. There is also a ranking
provided which gives information of who performs well. Lastly, PIF world is for different parties. Any
foundation organized under Dutch law with a bank account in the Netherlands can join. International
foundations are checked per case and nonprofits are screened.
The second occurring problem among platforms is a lack of communication. In the platform of Team
Topzorg, it is clear which cases are being investigated and moderators are on the platform as well.
Ontwerpen-voor-geld has different options for communication, such as a private competition, which is
free in its options of communication. Furthermore, there is also a forum and a discussion per competition.
At Brandsupply it is possible to give the designer feedback and to come to a solution together. At FBTO
moderators are also present to talk to the people and check comments. Battle of the concepts just has the
project description, there is no further communication at all. PIFworld does provide multiple options of
communication. It is a community, you can follow others who inspire you and be updated on their
activities.
The third problem that occurs often is the risk of losing intellectual property. Since the platform Team
Topzorg and FBTO is about offering opinions, this may not be such a problem for them. However,
Ontwerpen-voor-geld could have problems with this. Therefore, they have provided a disclaimer on their
website to prevent problems with this. On their website it is stated that the company who chooses the
winning design, is responsible themselves for the possibility of the design having the risk of already
existing. If however, this is the case, than the platform will take measures to prevent the designer from
entering the platform ever again. Brandsupply ensures that the copyright is provided after the payment
has been done. If the designer finds his design being used elsewhere, then he can take further steps.
Furthermore, Battle of Concepts requires those who attend the battle to sign off all their rights to
www.creativecommons.com.
Additionally there is the risk that a lot of ideas are provided, but no solutions. Team Topzorg has
moderators that are allowed to remove ideas that are off topic. For websites such as Ontwerpen-voor-
geld, brand supply and Battle of the concepts there are the rules that it cannot be similar to other designs
and clear communication in the assignment can prevent this problem.

31
Lastly, there is the problem for technical staff. Team Topzorg has moderators on the page that try to
prevent some of that work. On Ontwerpen-voor-geld there is a rating system that prevents trouble as
well. Brandsupply has a ranking as well, as mentioned. For Onderling.nl rules prevent this, if simply over
60% votes for a yes, the idea will be discussed.
WHAT ARE THE OPINIONS OF THE CROWDSOURCING EXPERTS?
Two interviews were held, one with Roel Masselink of Ontwerpen-voor-Geld and a second one with
Remco Kruiper of Onderling.nl go gather the opinion of crowdsourcing experts. The interviews can be
found in Appendix 3 and the conclusions can be found below;
Roel Masselink
Ontwerpen-voor-geld is very big in the Netherlands, namely market leader. Their success and problems
have already been discussed in previous paragraphs. They are currently using Paypal for their payments
but have plans to move to Skrill. He said that he could only be interested in Mobbr if it really pays off in
money. The ease of it is not really an improvement, he already finds Skrill and Paypal easy to use. If he
looks at the website, it is all unclear to him. He advises Mobbr to focus on the technical industry.
Remco Kruiper
Onderling.nl is a successful community of FBTO. They are currently not using monetary incentives and do
not want to do so in the future. They have decided on this because they do not want to be a commercial
platform. If he looks at the website of Mobbr, it is not clear on the website what it is. When hearing the
explanation it becomes more clear. This should be more clear by making the website more customer-
oriented, at a specific customer.
GENERAL CONCLUSION
After having researched the characteristics of successful crowdsourcing platforms and the different types
of crowdsourcing platforms, Dutch examples were found for the examples of successful crowdsourcing
platforms. For each type of platform, at least one great example was found.
Examples of successful Dutch co-creation platforms are Team Topzorg, Ontwerpen voor Geld and
Brandsupply. A successful Dutch crowd voting platform is onderling.nl and a successful example of a
crowd wisdom platform is battle of the concept. PIF world is an example of a successful crowd-funding
platform.
These platforms all have different factors of success, as different possible problems. Almost all of the
platforms would be suitable for Mobbr, Ontwerpen-voor-geld, Brandsupply, Battle of the concepts and
PIF World are the most suitable platforms for Mobbr.
Interviews were held at Ontwerpen-voor-geld and Onderling.nl, topics as successes, weaknesses and their
opinion on Mobbr were discussed. Both stated the idea of Mobbr wasn’t really clear and the website did
not contribute to a clearer view. They recommended to focus on the technical industry and a customer-
oriented website. Ontwerpen-voor-geld would be willing to work with Mobbr if it really pays off in money
and Onderling.nl is not, since they are currently not using monetary incentives and do not want to do so
in the future.

32
SEGMENTATION
Segmentation will contain information about the segmentation of the market, possible industries and
markets to target for Mobbr, and how to position.
HOW TO SEGMENT IN THE ONLINE AND OFFLINE MARKET?
Since Mobbr is used for an online service, the online market will be targeted. A customer analysis has
been performed where personas are investigated and the voice of the customer is researched, in order to
gain an understanding of the customers of Mobbr.
The personas can be found in Appendix 4, they are called: Corporate Cedric who has a task, Platform
Petra who hosts a task and Online Ollie who wants a task. Mobbr is in charge of their payments.
Github.com is similar to Platform Petra and hosts a task via Mobbr.
Voice of the Customer
To measure brand perception in an authentic, meaningful way, it’s important to see the brand from the
customers’ and prospects’ perspective. Mobbr can improve their services by paying attention to the voice
of their customers. One of the ways to determine the voice of customer is to watch social media channels.
Mobbr has social media presences on Google Plus, Twitter, Facebook, LinkedIn and YouTube. Examples
can be found in Appendix 4. Since Mobbr is a start-up they don’t have many customers yet that give their
opinion. Looking at their social media presence, there is an overall positive attitude towards Mobbr.
WHAT ARE POSSIBLE INDUSTRIES AND MARKETS TO TARGET?
According to Ernesto Spruyt, possible industries and market exists out of the demand and supply in the
market.
As seen in the picture in Appendix 4, demands consists of Corporates & SME’s, Open Source Projects and
the Public Sector & NGO’s. These are possible markets for Mobbr to target, because they can ‘host’ a task.
Supply consists of Collaboration Platforms, Online Communities and Inner-Crowds, they can react on the
tasks.
HOW TO POSITION IN THE MARKET?
The usual targeting approaches will not be used for Mobbr. In order to position successfully in the
market, according to Ernesto, demand and supply has to meet each other. One research question from the
demand side and one research question from the supply side has to be combined in order to get a
successful positioning in the market. The possible research questions were given by Ernesto Spruyt and
can be found in Appendix 4 and seen below.
Demand
Corporates & SME’s: What are the characteristics of businesses processes that can be done much more
effectively through crowdsourcing? List/Ranking?

33
Open Source Projects: What are the characteristics of OS Projects that are suitable to be crowdfunded
and paid through Mobbr? List/Ranking
Public Sector & NGO’s: What kind of work can be done online that can be outsourced to poor people?
Which organizations are interested in this? List/Ranking?
Supply
Collaboration Platforms: What are the lowing hanging fruit platforms for Mobbr? How can we spread
the word among the users of the platform that are already connected?
Online communities: What are the characteristics of communities that are specifically suitable to be
turned into a consultancy firm? Where to find them?
Inner-crowds: What type of work is specifically suited or even desired to stimulate collaboration? E.g.
stimulate people sharing their contact for sales.
The idea is to combine the Public Sector & NGO’s with online communities, because this was advised by
Ernesto.
HOW TO POSITION IN THE CUSTOMERS MIND?
For example via the following:
• Reinforcing the core proposition and prove the credibility.
• Define the online value proposition. This should flow from positioning and be what the
customer sees immediately when they interact online.
• Define this in key messages for different audiences, e.g. prospects against existing
customers, segments with different values (Chaffey D. , 7 steps to a digital marketing
strategy, 2014).
Positioning for Mobbr
Core proposition: Highlight that combining the Public Sector & NGO’s with online
communities is a win-win situation.
The Public Sector wins in time and image. It is always good for a company to help communities in need.
Information should be gathered about what kind of work that can be done online that can be outsourced
to poor people? Which organizations are interested in this? With the desired result of a list or ranking for
Mobbr.
Communities in need win because they are offered work and via a very simple and reachable way, online.
Information should be gathered about specific communities in need that are suitable to turn into a
‘consultancy firm’ and where to find them.
Value Proposition and Key Message for Mobbr
Key Message: Mobbr should define the Online Value Proposition in key messages for different
audiences, for example prospects against existing customers, segments with
different values.
‘With the simplicity of online work, Mobbr helps communities in need.’
WHAT IS THE MOST SUITABLE SEGMENTATION STRATEGY FOR MOBBR?
After combining the demand and supply side for the segmentation, targeting and positioning, the
Marketing Mix Model can be used to define the segmentation strategy. The Marketing Mix exists out of the

34
7 P’s: Product, Price, Place, Promotion, People, Physical evidence and Processes. This Marketing Mix will
be applied at the Online and Offline Marketing Campaign part of this Chapter.
GENERAL CONCLUSION
Since Mobbr is used for an online service, the online market will be targeted. Persona’s and the voice of
the customer were investigated to gain customer understanding. From the different segments the Public
Sector & NGO’s with online communities are targeted. The core proposition for Mobbr is highlighting that
the combination of the Public Sector & NGO’s with online communities is a win-win situation and the key
message will be: ‘with the simplicity of online work, Mobbr helps communities in need.
DIGITAL APPEARANCE
The digital appearance chapter will contain information about the website of Mobbr. First, criteria for
attractive websites will be applied for Mobbr. Secondly, since Social Media is very important nowadays,
suitable ways to integrate Social Media for Mobbr are researched. Thirdly, primary research are held via a
survey to see what the visitors opinions are on the new Mobbr website.
WHAT ARE CRITERIA FOR ATTRACTIVE WEBSITES?
In order for Mobbr to create an attractive website Mobbr has to have a mind map of the exact information
they need to show on their website that will be attractive ad appealing to their customers. According to a
website page must be clean, uncluttered, and very easy to read without hurting the eyes Clay(Clay, B
2014).
Some points for attractive websites, and important for Mobbr to keep in mind, are the following:
1.Content Richness
Mobbr might consider creating a video blog which they can post regularly, a podcast for download, an
interesting info graphic, or even a white paper for their customers/ prospects to download.
2.User-Friendliness
Mobbr should think about providing concise content and readability, making content easy to scan,
contrasting the colour scheme, improving navigation and speed up their site. The Mobbr website has a good
loading speed which is a good advantage for the company because it improves the stickiness rate and
reducing the bounce rate.
3.Reliability
Mobbr should suppor their website with an infrastructure that is reliable, this makes a difference in how the
public perceives them. It is advisable for Mobbr to have good back-up and security measures for their
website. Mobbr can make use of a remote backup which makes sure data won’t be lost, examples of free
backup software are Back-In-Time and Box Backup.
4.Freshness
According to Stephard Google ranks fresh contents higher (Shephard,2011). The implication is that Google
measures all of your documents for freshness, then scores each page according to the type of search
query. It is advisable for Mobbr to post fresh content on their website and social media accounts regularly
to rank higher and be well optimised on search engines.
5. Security
Mobbr can secure their website by engaging in a multifaceted approach to website protection. The company
can minimize the chances of a severe security breach. If Mobbr utilizes a shared web host, they would want

Mobbr report Group 2a Rotterdam University of Applied Science

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