Unit 5 Product Analysis Paper

5 Product Definition
The present chapter aims to provide a proper explanation about the selection of the target market and the methods on which relies the creative process to define the products.
For this purpose, the team developed the so-called Target Path Diagram Tool (TPD) during the market analysis process.
The TPD aids in the identification of two segments, which were chosen as possible target niches for Mucona: PreK-12 and Consumer segment.
5.1 Target Path Diagram (TPD) Analysis
The objective of the TPD tool is to draw a clear path for the product to develop, considering the wide different options and characteristics that are actually available for the Game Based Learning (GBL) market. So, with the market information acquired during

In this regard and according to a market research performed by Ambient Insight, the growth rate for all Game-based learning in North America is 10.1% for the period 2012-2017, but for Mobile Edugames, the number ascends to 15.3% for the same period.
On the other hand, and according to another report effectuated by Ambient Insight, revenues from Mobile Educational Serious Games (EduGames) in North America were US$ 227.9 million in 2013, with a five-year compound annual growth rate (CAGR) of 12,5%, which means that by 2018 revenues will reach US$ 410.27 million.
Both market researches before quoted demonstrate the interesting growth of the Edugame market in North America, which means that there are a lot of opportunities to enter the market and develop a product in this line (specially, in markets that are showing an important growth rate like Asia, Latin America and North America).
5.2.2 Platform: Mobile
The product can be developed in three different platforms: PC, Video Console and Mobile. In this regard and based on several research about the market, the proposal is to target the mobile

Revenues Game-based Learning Sector *Source: Ambient Insight - The 2012-2017 Worldwide Game-based Learning and Simulation-based Markets
As it can be seen in the chart, the consumer segment is the most profitable one, with US$1.145.85 in 2012. Nevertheless, and despite the revenues of this sector are very high, the suggestion for Mucona is to follow the PreK-12 segment. Why? Because the tendency is moving this way due to the high demand of these products. As Ambient Insight states, early childhood learning is the top selling mobile edugame type in most countries in the world, and almost all of learning apps designed for young children include gameplay.
On the other hand, top selling apps across the planet are: Edugames for young children and language learning apps, according to Ambient Insight research. Just as an example, Mindsnacks (a company that develops multiplayer mobile learning games for learners of all ages) gained $6.5 million in 2012 from Sequoia (a very important Ventura Capital firm) to create personalized learning experiences for