WinePeer is a mobile application that enables wine consumers to rate wines in 60 seconds for the purposes of developing an evolving taste profile with the potential to be leveraged in many different ways. This work determines the viability of WinePeer as a business venture through providing a comprehensive analysis of the external environment including the wine industry supply chain, regulatory influences and global wine industry trends. Drawing on the work of Kim and Mauborgne, this analysis draws on Blue Ocean Strategy to address wine consumers and competitors utilizing a values-based assessment involving the creation of value curves to highlight areas competitors are under or over delivering with respect to consumer expectations. The WinePeer business model attempts to carve out a market niche by eliminating, reducing, increasing and/or creating values and through developing a value curve that focuses resources from underappreciated values to those desired by consumers. In this manner, it provides a differentiated offering that distinguishes WinePeer from potential competitors .The viability of WinePeer’s business modelled was confirmed through the identification of four revenue streams and through addressing all issues related to funding the venture’s operations.
MOT MBA Project-Simon Fraser University
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