she-helloworld-blog

[she-helloworld-blog]

American Well is a platform connecting doctor and patience and providing win-win service. In order to understand the potential opportunities for American Well, it is necessary to know who are the customers and what are their incentives to use American Well’s product. 

Patients – Firstly,They need timely availability of physicians, quality service at affordable price. Secondly, they don’t need or want to go to emergence room (brick and mortar) to save their time and money. Thirdly,  they want to have an ample choice of doctors to choose from anywhere in the country irrespective of geographic location. 

Doctors – They need a cost effective solution to manage their load of patients and have capability and time to make additional earning. 

Insurance Companies – Firstly, they have a requirement to provide consultation at an effective cost. Secondly, they can get non-insured patients who are willing to payout of pocket. 

Employers – They need a solution which prevents absenteeism and provide employee satisfaction. 

Base on the stakeholders’ needs, multiple opportunities are recognized:  

1. B2B: 

integrated with current insurance companies

outsource customer and data base

2. B2C:

DTC: provide health consulting service for end customers, “team edit” product, accessible through online and mobile 

3. International expansion: 

Enter Europe and Asia market 

[she-helloworld-blog]

I have a Burberry scarf as a birthday gift from my  Mom. If I have known I would  get Burberry scarf as my present, I would tell me Mom to change another brand.  I wouldn’t say I don’t like Burberry but if it takes same amount of money I will choose another brand. What I know about Burberry is its classic check. Too many people are wearing  check and it is not as innovative as what I think about. 

However, Burberry brand positioning is sustainable in long term. It has both the accessory and apparel market, while Coach and Gucci focus more on accessories and Armani and Polo focus more on the apparel market. Burberry also has different lines within the Burberry brand. It attracts more audience in high-end goods consuming. When I recall what we discussed in last class, house of brands and branded house, I’m wondering which strategy works best for Burberry in next five years.  Should Burberry separate its check and create new sub brand for other stuff? 

[she-helloworld-blog]

I was already a week since the doctor was dragged off UA. It is a disaster for United PR team. It also changed the customer’s behavior when they buy tickets in the short term and it may not have big effect in the long term.

I happened to need a round trip ticket for this long weekend last Friday. It was expensive since it was late  to book and I needed to leave just in two days. UA’s price was comparably lower than other airlines. I almost chose UA because I want to save some money. However, when I thought about the video and I decided to go with Delta. The video changed my decision. 

However, I’m not sure I will make the same decision in the future, I’m a price sensitive consumer even I know I will not get a better service but I would choose a lower price. If UA and other airlines provide the same price, I will not choose UA. If UA offers lower price, I believe not only me will go with less money spent. UA stock price is up again so I’m wondering the video would not hurt their stock anymore. I does hurt the brand image, it will take several years to change the people’s mind. 

[she-helloworld-blog]

When it comes to “top-down” or “bottom-up” strategy, Tesla came to my mind immediately. Almost all Tesla’s rivals started from the bottom low end market and built up their technology and brands from there. However, Tesla was doing the opposite. It started with the high-end niche and moved down to Model 3. I see it is really smart. “Halo effect” can also explain this: people’s expectations lead them to choose the product based on their assumptions about the product quality. Tesla is building up life long brand and setting up a vision for auto industry. People buy Tesla not only because of the products’ functionality but also the vision and brands. 

Transitional auto OEM’s margin is comparatively low and the market is really competitive. However, Tesla is easily differentiating itself among plenty players because of high value brand name. On the flip side, if Tesla cannot provide the reliable and good quality product, it is also easy to ruin the brand and lose its costumers. Model 3 is delayed recently. I’m interested to see how this delay affect people’s expectation of Tesla. 

https://www.fool.com/investing/general/2015/12/22/2-important-benefits-of-teslas-top-down-disruption.aspx