Business / Lean Forward Media
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Autor: anton 10 December 2010
Words: 803 | Pages: 4
1. What business is Lean Forward Media in?
Lean Forward Media is in the business of selling a new form of entertainment.
Create an experience that was both entertaining and educational in its content, with a format that would get children actively involved rather than passive viewing. They wanted to develop a brand that would be trusted by the parents as developmental entertainment for their children. Their goal is to â€œEntertain. Engage. Educate.â€ There was a market demand for education based content for children. There was a dearth of entertainment products with development or educational values.
They want to create capabilities on how to tell interactive stories and that then becomes a natural place where they can build value and move forward. They aspire to be a company like Leap Frog and create a brand that carries over from product to product. They want to be recognized as a quality product.
2. Who are Lean Forward Mediaâ€™s customers and what are they buying?
â€¢ Header Information
â€¢ User: end user â€“ kids between 6-11
â€¢ Technical Buyer: who will make technical assessment -- child and Parent
â€¢ Economic Buyer: who will sign purchase order --- Parent
For consumer markets need demographic: age, sex, eco status, social group
 Problem being solved
There was a dearth of entertainment products with development or educational values. Parents were looking for quality content for their children. They are buying a surrogate baby sitter who is more educational than their home videos that they currently use.
Parents are buying brand recognition; they are buying some of their past memories. They enjoyed these books when they were young and want their kids to relive the excitement.
3. What should Jeff and Michelle do and how much will your recommendation cost?
They have two options as stated in the case.
The pros for using the virtual studio are it is a very complex assignment and could not be passed off to an outside resource easily. Jeff and Michelle would be hands-on producers; this will be very self gratifying and will help them learn the skills of self-production. They will have more control over the creativity of the film. It will lower the cost of production.
The cons for this option are increasing risk and one â€œrookieâ€ mistake could spell doom for the company. The project is already risky with a lot of pre and post production steps to be fulfilled.
Partnering with a Studio:
The pros for partnering with a studio are lesser risk and the day-to-day processes will be taken care of by the studio. The end product will be more professional and the studio reputation in the industry will help in creating a positive press about the film.
The cons of partnering are more expensive; Jeff and Michelle might be relegated to â€œclientâ€ status. The studio might hijack the process and might not take into account any of the feedback from the Jeff and Michelle. They might not like a joint collaboration.
Options Location animation Full Service Total costs Comments
Cartoon Concepts US $1,869,450 $2,100,000 Backend participation. Well known for animation production and its knowledge of the DVD medium along with film and television. Good industry reputation.
Mike Young Productions US $1,900,000 >$2,200,000 Willing to brainstorm collaboratively. Less experience in video game and DVD production.
Studio 4 Asia $850,000 NA $1,500,000 Produced Snow man Demo. Upfront payment to lock in low rates for artists.
Studio 8 US NA $1,900,000 $2,200,000 Won awards including Oscar, Emmy and Clio
My suggestion is to create a virtual studio. Compared to Cartoon concepts and Mike young production, this option seems to be the most favorable for the long term growth of the company. This will help both Jeff and Michelle to learn about the industry better. Working with foreign animators is normal in this industry. Jeff and Michelle have to realize there are a lot of inherent risks in this approach. They will need to hire industry experts like Halle Stanford who can help them though all stages of product development. This virtual studio will help them in their future products. They have to maintain a tight ship because even one mistake could spell doom for their company. The industry is in itself very risky, so taking this option doesnâ€™t make of the venture any greater riskier. The pros for this option out weigh the cons for this option.
Lean Forward has identified a beach head for their product: The parents who have read the CYOA books as kids and who now have kids between 6-11 years old. They will be the target market for this product. Lean forward should establish a market leader position in this target market and establish a good brand name to be able to sell future products.
This option will cost Lean Forward Media totally $1,500,000.
Going forward Lean should analyze the possibility of targeting the business markets with products like interactive training modules or safety modules. The business market might be an easier market to cross the chasm compared to the consumer market.
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