ps1 - AEM 4240 Problem Set#1 1 Software Marketing You have...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
AEM 4240 Problem Set #1 1. Software Marketing You have developed a popular piece of business software that runs on the Windows platform. You recognize that the Linux platform is growing in popularity and have developed a version of the program to run on Linux. That development cost you $2 million, money that you have already spent. To sell the Linux version, however, you also must do a marketing campaign, which will cost $1 million. You aren't sure, however, whether Linux will be successful as a platform for business users. If it is, you will sell a lot of copies of your program for Linux (for a profit of $6m after production and distribution expenses, not counting development or marketing). If not, you will sell very few copies (for a profit of $500,000 after production and distribution expenses, not counting development or marketing). You estimate the probability of Linux succeeding at 0.7. a. A consultant says that she can do a study of the market and tell you with certainty whether or not Linux will succeed as a business platform. She can do this study before you make your investment in marketing the software for Linux. How much is it worth to you to know whether Linux will succeed before you have to make the marketing decision? 2. VC Decision Tree You are raising $10 million for a new venture. You know that you can borrow the money from your rich uncle, but then you would have to put up with him looking over your shoulder all the time. It is worth $50,000 to you to get the financing from a venture capitalist instead (same terms as you would get from the rich uncle). You have appointments with two VCs. The first appointment is with a VC known for giving people only 5 minutes for their pitch. The second VC gives people up to an hour. To prepare for the first meeting, you need to spend about $10,000 in preparation costs. There is no point in preparing more since you only get 5 minutes. There is value in preparing more for the second VC since you may get up to an hour with her. But if the first VC funds you, you will cancel you appointment with the second. Light preparation (the amount you would do for the first VC) costs $10,000. Heavy preparation costs an extra $20,000, raising the total preparation cost to $30,000. The additional preparation has no effect on your chances of getting funding from the first VC (who has a 0.3 probability of funding you so long as you do light preparation), but it raises the probability of the second VC funding you from 0.2 (with just light preparation) to 0.7 (with heavy preparation).
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern