Masters of Business Administration Capstone
Full Paper
Masters thesis investigated and assessed the feasibility of Mandolin Software, a concert livestreaming company, to create a new gaming vertical that brings its livestreaming concert content into the space.
The following criteria were outlined to determine a “go” recommendation for creating a new vertical:
Evaluation of current capabilities: People and relationships, processes, technology, and funding
Ability to acquire and convert both B2B and B2C new customers
Needs and desires of gamers for given services
Future revenue potential and sustainability
The investigation determined that the criteria were met to recommend a “go” into the gaming space.
Research involved analysis of the state of the service and the market, competition, strategy and competitive advantage, evaluation of demand, assets, resources, and capabilities, financial investment and revenue potential, positioning, benefits and risks.
Work involved survey of over 100 gamers who are also music fans and evaluation of responses interest, willingness to pay, and past experience of concerts in games.