Marli Tan Campaign Essay

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Mardi Tan is the founder of Yumcha.com.au; which is a social networking site website. She is looking for the best way to effectively and successfully launch this site. To find her target audience, she did some research on Australia’s population by ethnicity. She found that from the 20 million people in Australia, 1.7 million people were from an Asian descent. “A 1998 ABS survey indicated that the Chinese community in Australia was the second largest Internet-using group by ethnic community” (Belliappa, Rohan). With this information Tan felt that the Asian-Australian’s were a great target audience to launch her social networking site. The company I currently work for is planning on taking our process and procedures for commission tracking to a developer to create a software that we can sell nationwide. Tan’s decision to launch Yumcha was based on research and surveys done by the Australian census as well as surveys done in the Asian Australian community at their church and group gatherings. Tan found out that in this specific group of people they did not have a designated website to network on. I believe that Tan’s decision was a good one even though there are many other social sites that exist. The other social sites each have their own purpose just like Tan’s site. Her site will be …show more content…

Another challenge would be getting those who signed up to keep using the social site. Generating revenue from the social site will be an additional challenge. Tan will be able to charge for advertisers, but the charge will be minimal with less customers; the more people she can get to sign up for he signs the more she will be able to charge the advertisers. She may get to the point of charging the customers to sign up. The last challenge Tan will face is to maintain the people who have signed up and still bring more people to her

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