The Internet Publishing and Broadcasting - Essay Example

The market projection is based on the assumption that upon completion, Cantus will be operating as a subscription service. This digital-only subscription model is a rare model in the publishing sheet music industry and it can prevent direct completion with other businesses in the sector. The second assumption is that Cantus will also include mobile apps in its business model and will not only rely on its website to share sheet music. Mobile apps that are supported by both Apple and Android can help expand the market and hence the number of mobile internet connections can prove to be a critical factor for the Internet Publishing and Sharing industry.

As a startup venture, the marketing budget is constrained. In the initial stages, social media network apps such as Twitter and Facebook will have to be used for reaching out to users. This will entail paying Facebook or Twitter a small fee to have the app show up on the newsfeed of people who are opinion leaders and have a lot of ‘likes’ on their profile. The demand gap is expected to be low since there is no direct competition for Cantus. This gap can be filled by analyzing customer needs and communicating to the customers how Cantus is the right product for them.

Factors such as per capita disposable income, consumer sentiment, unemployment rate and leisure time can prove to be decisive factors in affecting market growth changes. The projected growth rates for the last five years have been met but there has been no instance where the actual growth rate surpassed the projected growth rate. This could be because of 2 reasons:1. Internet usage time and leisure time has gone up2. After the 2008 global financial crisis, people have become more prudent in their spending behavior.

The 6% annualized growth rate for the next five years is a good projection keeping in mind the unanticipated macroeconomic factors. The company is confident that it can take advantage of the increased spending in the market and meet the projected growth rates.