Problem:
While the number of women online is consistently increasing, iVillage, a site targeted towards women needs to focus on the best way to target and attract women new to the online world ,the best way to ensure they beat out their competition and focus on how they can become profitable without jeopardizing the growth of their long-term market share.
Secondary problems:
The number of women online is estimated to increase of 50% from 2000 to 2003, which poses a big challenge in terms of targeting. iVillage also faces the concern with achieving the profitability demanded by the market as their capitalization has dramatically declined and they are challenged by the advent of multimedia play used heavily by much of their competition.
Assumptions:
• iVillage has the necessary resources to including human and monetary capital to ensure it gets to the target segment before or more efficiently than its competition
• iVillage is able to be competitive in the area of multimedia play
• iVillage will consistently maintain their current user base
• iVillage has other options and flexibility in terms of increasing revenue
Areas of Concern
1) Attracting new customers
iVillage, a site targeted towards women needs to focus on the best way to target and attract women new to the online world. IVillage is a women targeted website that covers hundreds of different topics related in one way or another to woman, from health to finance iVillage has it all. Its range and variety of different topics accordingly bring in over 8 million visitors per month (exhibit 7, coursepack). Since 1996 the presence of women online had grown dramatically to u ...