At The Market for Modern Networking Technologies

What does Zandura plan to accomplish and for whom? Is Zandura a social network,
an office application, a marketplace, an intranet solution or something in between?

Zandura's Target Group

The core target group of Zandura are entrepreneurs and young, start-up companies worldwide up to 3 years after establishment. The members of Zandura are on average 35 years old, 60 % male, 40 % female, 90 % self-employed and represent all regions and sectors. In Germany, for example, members are divided into 100 regions and 300 occupations.

The Market “Intranet Solutions for Businesses”

Services like Yammer or Chatter are directed toward companies with 10 to 50 employees and with their platforms enable a completely new kind of collaboration and productivity within a company. These providers offer a application for collaboration — like Facebook or Google+ for a business. They help employees of a company securely link and share information in real time. Thanks to automatic status update notifications users can stay up to date on important projects. The basic function of these services are offered for free, whereas the premium versions include additional customization and CRM functions.

The Market “Networking for Business Contacts”

This market is dominated by LinkedIn. LinkedIn was created in 2002 and has been available online since 2003. Today every second a new member from around the world joins LinkedIn, creating a total of over 100 million registered users in over 200 countries and regions. More than one million businesses have a corporate profile on LinkedIn. For marketers, LinkedIn provides a demographic consisting of high-income, influential members. Developers can use programming interfaces (APIs) to develop innovative tools and services for professionals and executives.

The Market “Intranet on the Internet”

This market is dominated by Facebook, which now has recently gained competition from Google+. Facebook was first available in February 2004 and by July 2011 reached 750 million active users globally. The use of facebook.com is free to members. Future revenues will be made especially through advertising. In May 2007, the company opened its platform for third-party applications, which now includes games and other communication applications. Just a small portion of the apps have reached more than 100,000 users a month.

Zandura's Positioning

What does Zandura plan to accomplish and for whom? Is Zandura a social network, an office application, a marketplace, an intranet solution or something in between? Let's see how the market environment for Zandura looks in two years. For our core target group (founders and companies with 1—50 employees) we will maintain a page on Facebook and/or Google+, as well as well-networked personal profiles on these platforms. At the same time companies with several employees will rely one web-based intranet services like Yammer or Chatter for their internal communication. Zandura will position itself as a B2B-oriented network, complemented by a full office application and other helpful tools. Zandura is a comprehensive business tool that is suitable for both entrepreneurs and for companies with 1—50 employees and can manage relationships between and within companies.