E-comics: Forecasting Demand
(4 pages of text)
After spending a few years in the corporate world, in 2012, a young entrepreneur in India decided to start up his own venture developing mobile applications that supported interactive comic content. Called TodTales, the innovative e-comic would incorporate music, interactive games and augmented reality in a comic book format that would encourage young children to read. He had raised the initial seed funding from his own and his partner’s personal resources and an angel investor. The prototype was ready for demonstration and received positive responses from parents during a focus group study conducted in Mumbai. With the hope of going commercial by the end of 2014, the founder knew that he should start the next stage of development by convincing prospective investors that his idea had commercial potential and would quickly find a market not only in India but around the world.
The case can be used in an elective course on market forecasting of an innovation or in a marketing course on adoption and factors affecting adoption of an innovation. Its objectives are:
- To allow students to formulate criteria to predict the likely adoption pattern of a digital innovation in a category where printed material is entrenched.
- To apply a well-grounded framework, the Bass Model, and to explore its merits and demerits.
- To forecast the adoption of a new product and its successes.
Arts, Entertainment, Sports and Recreation
India, Small, 2012
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