ChemUnity is a company attempting to be
an online “middle-man” between chemical
companies and its suppliers.
The case time is the day that real online
Target Key Benefits Unique Value
Segments + Offered + Capabilities Proposition
•Western Europe • Pro Active site • Fast response time for ChemUnity provides a
Buyers/ Sellers quick, easy and secure way
• Ease of of selling and buying
Buying/Selling • Suppliers only receive chemical commodities in
“serious offers” Western Europe by using
• Powerful filtering Internet capability
•Buyers who software •Only 1 bid per seller
ChemUnity explore market (not an auction site)
options at each • 18 Years of
purchase experience in • New market
Chemical opportunities for
Continuum of Scope
Category-Specific Dominance Cross-Category Dominance
Focus on one product Focus on a large number of
ChemUnity falls under category
specific dominance since it only
deals with one product category.
ChemUnity Egg Diagram
Mark-Jan Terwindt Need
time and date
Offering Search for Ideas
highest excepted price
Post-Sale Support/Perks Decision Process Evaluation of
None Product availability
Buyer submits price
Seller accepts or
ChemUnity Resource System
Bids Are No Dumping Egon Zehnder Experience Rijks
No Price Terwindt
Easy Buying Commoditie
& Selling s
Credit Insurance Education
(hardware) Bid Forwarding
Filtering Pro-Active & Notification
= Core Benefits Price
= Activities & assets
ChemUnity follows a transaction model
to generate revenue. It charges 2% on all
transactions, which is estimated to
generate 20 million Euro as annual
1- Business Plan Problems / Expansion
2- IT Problems
3- Human Resources Problems
4- Revenue Problems
5- Need to raise awareness to buyers and suppliers
Business Plan/ Expansion
The business plan has not been tested before.
The business plan model is based on several
1- Strategic Frontal Attack
2- Strategic Flank Attack
Business Plan / Expansion
Slow Market Entrance by focusing on few
starting products and services.
Concentrate on a smaller geographical market.
If Model is successful, begin heavier marketing,
along with enhanced services and broaden the
scope of offerings.
Low IT budget (only 10%).
No IT experts, or previous online experience.
Some IT is not working properly, yet ChemUnity
1- Hire IT personnel
2- Continue to outsource
Increase IT budget
Continue to outsource with CSC
Fix the execution problems ASAP
Human Resources Problems
1- In-house HRM
2- Continue working with Egon Zehnder
Hire HR personnel who have the knowledge of
chemical industry and can communicate with
suppliers and buyers.
Hire few trained professionals and let them train
the other employees.
Sell advertising space on the website.
Offer financial and transportation services
ChemUnity can raise some money from
banks, venture capitalists, and market
Advertise in industry magazines.
Attend industry meetings and seminars.
Contact leading suppliers in the region and
try to get them on board.
Advertise on other websites.
Thank You For Your Attention!