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A. I. S. T. H. E. R. E. A. N. F. T. E. R. L. I. F. E. ?. Beyond the death. Online service for. managing. Afterlife of dead person. www.after life.co.kr. BIT. Youngchan Pilsung Hyeseung. Contents 1. Introduction 2. Market Needs 3. Analysis 4. Service 5. Finance.

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  1. A I S T H E R E A N F T E R L I F E ? Beyond the death Online service for managing Afterlife of dead person www.afterlife.co.kr BIT YoungchanPilsungHyeseung

  2. Contents 1. Introduction 2. Market Needs 3. Analysis 4. Service 5. Finance

  3. Introduction Background About Us Executive Summary Mission & Vision

  4. Background The new Well-Dying Culture About Well-Dying Making an environment that everyone can share the warm farewell with the patients and be respected as a human being to his or her family and friends. • Death Education • : in each trial group batches Education Welfare Center • In 2008, 1000 people graduated the Death Education • Well-Dying (Death Education) leaders raised Certification Limitations Not to study how to die which is limited to the elderly , but to realize the way of well off by thinking of their death → We have to enlarge these projects that can Reform our lives

  5. Background Spreading of Well-Dying Culture The most realisticWell-Dying : Hospice • In 2008, total cancer death toll of 60 thousands, the rate of Hospice Utilization among cancer patients : 6.3%(U.S : 38.8%, Taiwan : 30%) • Regional Inequality of Hospice Organizations and Facilities →They need support of the Government Implications • The Culture of Death is starting to Change • Hospice is the only process of Death Education offered to the severe patients • → Patients want to look back on their lives • It’s hard to educate the death with medical cure in Hospital • → Death education that fits with the National Sentiment is needed

  6. Background The Proliferation of Memorial Culture In 2008, After the Death of actress Jinsil Choi, Public Awareness of Memorial Culture Proliferated

  7. About Us Corporate Name • New online memorial site that everyone can visit sustainable • Offering Total Death Care Service that can be diversified Afterlife.co.kr Business Areas • Online Memorial Site • Whole Life Record • Cleaning Service of Online Account • Taking Care of Digital Keepsakes • Home family Account Management • Total Death Care Service

  8. Executive Summary Concise Explanation of the Business Online Memorial Site Market Size 2trillion Funeral Service Market Domestic Charnel House Enshrinement Scale About 2,337,000 Visitors of Roh Moo-hyun (former President) are About4,350,000 Expanding and Moving the space of Charnel Houses, Memorial Alters to our Service are Profitable Competitive Advantages Market Leader/ variousPartnership/ Creating New Trend& Culture

  9. Vision & Mission Statement Vision Adding Value to New Lives Change of Current Recognition of Death Create Innovative Online Memorial Culture 3 Steps of Our Vision Mission Statement “To create New Culture of Death and be Memorable in our Lives”

  10. Market Needs Market Needs Why online site Insights

  11. Market Needs Long lasting interest in memorial website individual homepage of late 서정우 병장 Comparison of Portal traffics- before and after previous president Noh’s death • half a million visitors within 2 days • 20thousand visitors registration within 2 days • Individual homepage of late 최진실 • 2yrs after death/ avg. 900 visitors per day • Individul homepage of late 정다빈 • 3yrs after death/ avg. 300 visitors • cyber memorial altar for 천안함 • after 7month/ avg. 200 visitors per day In case of a prominent person, people tend to take attention and cherish them for a long time

  12. Market Needs Long lasting Interest in Memorial Website <Individual homepage of a 23 yrs old man, who past away in 2010 Aug. > • 58 postings within 3monthes were continuously posted • Not a prominent, even thought a general person, people are memorizing him. Desire to share sadness “A sincere life are only there, where sadness and sorrow of separation go with.” - 성민, 자성의 시간 속에서’ “Every person has the experience of sharing emotion, and that’s the reason why one running individual can lead the entire group running. “ 문화일보 2010-11-19 Paying Tribute to Dead Person and sharing Sadness belongs to a Natural Desire

  13. Market Needs Appearance of Online Memorial Space Online Mortuary for a family member of Samsung Mortuary of late Andree Kim • 700 visitors during the whole day • Eminent person from various cycles visit Mortuary of Jinsil Choi • There were a lot of people(about 1 thousand) who were visiting her cemetery park in one weekend. • Everyone who knows her give deep sadness. • Online mortuary made up by the netizens • The neat funeral reflects his lonely life Online Mortuaries for deceased are appearing but not Sustainable

  14. Market Needs Leaving online account and traces * Digital Keepsake? Every single digital information of the dead person, which includes Mini homepage, e-mail accounts, posting or photos. “In fact, even after the death, some acquaintances that have known the deceased visit Myspace to left post of ‘doing well’ or saying hello make other people around them sad.” “And the various service providers don’t know exactly of their account holders had died.” “In the absence of a request of the deceased or their family on Myspace will remain their account somewhere in the online space forever“ The Korea Economic Daily2010.10 Disposal of Accounts of deceased is not an easy task and there’re still many leaving accounts after the owner of death

  15. Why Online Website? Overview of Online Website Board for a charnel house users Individual homepage of late 정다빈 • Almost every offline services are becoming online • Especially younger generation, who are more accessible to online, tend to be more familiar with online memorial • Not only the related people, but also someone, who has any connection with the dead person can use the space • Generally, location of charnel houses or graves are far away from our daily life space. Weak accessibility takes too much time and efforts • Online space that are free from temporal and spatial limit, gives the possibility to memorize the death person while the daily life All connected Person can easily Visit and Use more Accessibility through Online Connection

  16. Insights “Looking Closer & Visiting are the most dutiful way” New Online Service is needed to fulfill the customer needs of visiting the deceased that were restricted of their time and space Problems of temporarily booming of Memorial Board for the Death of Celebrity Sustainability Space that can easily express the Love and Concern to the deceased Accessibility Clean-up Finding Needs of Cleaning Online Accounts Social New Network can be structured between People

  17. Analysis Current State Analysis Customer Needs Benchmarking Analysis Law Analysis

  18. Current State Analysis Analysis of Decedent’s Cyworld Mini homepages Analysis of Relevant Requests (2010년 8월 한달 간(총85건) 분석 결과) • Numbers of mini homepages, blogs of dead persons :Ungraspable(entirely : approx.25mill.) Cases • 故 최진실, 유니, most of the homepages of dead celebrity is managed by 3rd party • 연예인 故 이언, 장자연, passwords could be confirmed by 3rd party • 모델 故 김지후, withdrawal after death by 3rd party • 故 서부희, managed by family members, afterwards withdrawal • 모델 故 김다울, halted by the company, afterwards withdrawal by family members Mini Homepagesare not enough to take the role as a Mourning Space

  19. Customer Needs Users Perception Joins.com result of survey • Q. “What do you prefer to do with your mini homepage (or blog, or cafe) after you pass away?” • Survey period: 20108월 5일~7일 • participant: 788명 Closing contents belonging to legal heir (260) Closing the account (359) Presence NEEDS of inheriting Digital Keepsakes The account continues to be managed by family members (169) 54%of Peoplewant inheriting their Digital Keepsakes

  20. Benchmarking Analysis Benchmarking Analysis: Virtual Heaven [ Company Name] VIRTUAL HEAVEN [ Services] Offering an Online Platform for members who want to Tribute Only Memorial Service [ Revenue Models] After two weeks of free use They provide differentiated services according to the Menu & Charge a differential Fee Simple : $ 4.95(each year) Standard : $9.95(each year) Extended : $19.95(each year) Others Upload the data and operatethe site for the Deceased

  21. Benchmarking Analysis Benchmarking Analysis: My Webwill [ Company Name] [ Services] Mywebwill (inDenmark) • Services to handle the selected site account and transfer the Digital Keepsakes • Account Processing Service • Digital Keepsake Management Service [ Revenue Models] Managing the use of your account number and duration based on differentiated Services Free Plan : only for 10 Accounts Premium Plan : Limitless 1year Subscription :9.95Euro Signing Up for Life :99.95Euro Arrange Site Accounts of the deceased

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