WBT SYSTEMS CASE STUDY
Entrepreneurial management

Start-up : Characteristics of quality of the idea Solve a significant problem or meet a significant meed/desire, for which someone is willing to pay a premium (target market) WBT « makes learning more effective » : in our fast-paced society, we keep looking for effectiveness. Thus, they meet a significant need: flexible learning. Thanks to WBT, students and workers do not need to move along to learn. They found their target market: universities and companies full of busy students/workers, looking for flexibility. In SUNY, 1 out of 4 person has taken lessons with TopClass. Have technical content that is superior innovative or unique with differential advantage or patent protection Uniqueness of the product: this is the first Web Based Training tool in the market. WBT has a technical superiority & differential advantages (integrated email, registration, tracking testing, security & others). Moreover, their product is easy to use, available: it was recognized as the most comprehensive, open & scalable solution in the market (don't need proprietary plug-in or java technology) Have high value added features We may considerate tha advantages quoted before (integrated email, registration, tracking testing, security & others) as value added features. Nevertheless, at this point of the process, I don't think we may say that they have really high value added features. have a well-thought of method of distribution or good access to market In 1996, the internet was not broadly spread, it was not, thus, a good access to market. However, they chose to target universities and companies which allows many people to have access to TopClass: for example, SUNY educates 400,000 students. Be attractive (ability to disrupt an existing market or create a new one), durable (not just catering a fad) & timely (entering a market in its early growth phase) They