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TRUMP UNIVERSITY ENTREPRENEURSHIP 101
drivers to the polls, going door-to-door in crucial states, garnering resources
of all kinds, marketing at the polls, spreading the word, involving, involving,
involving. Using this site, the Obama campaign became an unstoppable
steamroller. Study and restudy his site, and ask yourself: “How can I use its best
practices to further my own business goals?”
http://mystarbucksidea.force.com/ideaHome (Soliciting Ideas)
In 2008, Starbucks Coffee published a section within their web site, “My
Starbucks Idea,” inviting customers to help shape the future of Starbucks. In
Starbucks’s own words:
You know better than anyone else what you want from Starbucks. So tell us.
What’s your Starbucks Idea? Revolutionary or simple—we want to hear it.
They encouraged customers to have discussions with other coffee drinkers,
share their ideas, vote on the best suggestions, and see the results. To get
this kind of customer feedback, they would have had to employ costly market
research techniques, face-to-face focus groups, and input from their stores.
Study this link!
These nine examples are a representative smattering of the millions
of collaborative sites on the Web. For a more comprehensive list, see
www.wikipedia.com (in the search bar on the left, type in: List of Social
Networking Sites). Collectively, they tell a story you need to know about
collaboration, contribution, customer involvement, and sharing for mutual
beneﬁt. Now for the challenging part.
How to Use Web 2.0 for Competitive Advantage
Let’s think through the start-up and growth of your own business, making
use of the following example. Computers are your passion. You have tech-
nical expertise in hardware, software, and services. You launched a home-
based business called “We Will Fix Your Computer” which you plan to
refer to as (www.wwfyc.com), and you have been offering computer ser-
vices from your home: training, virus protection, repair, parts, new and used
laptops, software, and accessories. Now you want to harness Web 2.0 to
propel your business to the next level. Your ﬁrst goal is to maximize a cus-
tomer base in your geographic domain. Goal number two will seek expan-
sion beyond your immediate region, followed by a national presence. Bold