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Old 11 November 2006, 10:44   #159
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shillard's Avatar
Join Date: Sep 2006
Location: Newcastle / Australia
Posts: 143
Originally Posted by Galahad/FLT
Or may as well speculate your clear non-interest in whatever the Amiga is or does in the future, and wonder why it is that you keep 'contributing' to this thread in as positive a manner as you have so far!

I mean, its all rather easy to simply rubbish everyone else opinion isn't it, without actually offering any solutions to the questions you posed.

So Mr.Optimistic (read: Mr.Pedant), lets hear your bright ideas about how you think it would be possible (if at all) for Amiga as a brand to have a resurgence.

I'm quite sure your reply will simply be a retread of your previous 'mocking' replies to others.

Gosh, I can't wait for your reply!
Nothing a few hundred million can't fix. The following steps assume that a complete business and marketing plan has been compiled, scrutinised and documented, that an R&D direction has been set. What direction?

DiscreetFX is the one telling the story - let Pyro fill in the blanks.

Step 1 - Raise Capital

Raise a few hundred million (real dollars, not Australian) in capital. That would involve convincing those with real money to invest in a dubious and risky tech venture that actually involves building stuff, as opposed to an e-commerce enterprise. To get this kind of cash you need to compete with everyone else after this kind of cash. Private equity firms that run buy-outs of listed businesses and large non-listed businesses usually demand a complete return on investment within 5 years - and that's before they sell the business off.

Once you've worked out how to compete with that - go find the cash.

Step 2 - Segment your customers, build pre-launch awareness

So who are the customers? Kids running WinUAE? Bitter and twisted Amigans of old? Unix Nerds? Graphics geeks? Desktop publishers? Mums & Dads who download porn from the net?

Once the segments have been identified, you need to provide them with a compelling reason to drop what they currently use/ intend to use, in favour of what you offer. This means you offer better value - not a lower price, but more bang for buck than the competition. BUT....unless you sell your gear at a good margin, those providing the cash from Step "1" above will be all over your arse.

Oh, and you'll go bankrupt. Like C= did.

Of course building awareness takes money. Lots of it. And be prepared to be ridiculed by a skeptical Win/Apple obsessed specialist and mainstream press. Lots of spin required at this stage.

Step 3 - build your distribution channels

Who will sell your creation? Specialst stores, game stores, department stores, Best Buy, Dixons, online, will you go direct like Dell?

Here's the catch - unless you go direct, you don't get much say. You can court as many potential distributors as you like, but they decide if they want to do business with you.

So to get on the shelves of any retailer, you'll have to offer them something better than everyone else who wants that shelf space - Apple, IBM, Toshiba, HP, etc.

Good luck.

And don't think "better" means high quality - it means more margin, better rebate, better trading terms, more co-op support, and more ATL advertising that will drive people into their stores to ask for that product.

End of lesson 1....

Good Luck.
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