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E-Commerce Strategy and Business Model Analysis
Business Model Analysis
Digital Marketing
Personalization Strategies
E-Commerce
Technische Universität Wien • October 2023 - January 2024
Business Analyst
Project Overview
As part of a university course, conducted an in-depth analysis of WHOOP's e-commerce model, personalization approach, and digital marketing strategies. This included evaluating its business model using the Business Model Canvas, assessing its competitive positioning, and proposing strategic improvements.
Challenges
- •Understanding the subscription-based business model of WHOOP and its competitive landscape
- •Evaluating the effectiveness of WHOOP's personalization strategy and recommender systems
- •Assessing the company's digital marketing efforts and proposing metrics for success
- •Identifying potential improvements in user engagement and retention strategies
- •Balancing the needs of technical analysis with practical business recommendations
Key Achievements
- •Developed a comprehensive Business Model Canvas for WHOOP, detailing key resources, activities, and customer segments
- •Analyzed the company's personalization strategy across product, presentation, and communication levels
- •Evaluated WHOOP's digital marketing instruments, including social media, podcast sponsorships, and affiliate marketing
- •Proposed actionable recommendations to enhance personalization and user engagement
- •Presented findings in a structured report and a concise, time-bound presentation
Technologies Used
Business Model Canvas
SWOT Analysis
Recommender Systems
Digital Marketing Metrics