Nubs mba group management project team

People

Figure 30 - Realeyes’ proposed organisational chart for Australian market launch

People refer to employees, clients, management and others involved in the operations of the firm. These people are responsible for building the Realeyes brand across the globe. Considering that Realeyes would be promoting itself as a specialist eye-tracking service provider, it is important for the management and the point-of-contact in Australia to have in-depth knowledge about eye-tracking and its potential benefits. As eye-tracking is still an emerging industry, there may me instances when the sales team would first have to sell the concept of eye-tracking technology to the client before promoting its actual services. Apart from sales expertise, the staff recruited for Australia will have to be trained in setting up and using of Tobii machines, sampling and data collection procedures, and interpreting output reports. With regards to after sales service, the staff will also need to successfully handle queries about the content of the report from the clients after the eye-tracking study.

Since social media like LinkedIn and Twitter is a very active marketing tool in Australia, the management needs to make use of this to make the members of the digital media and prospective customers aware about their expertise in eye-tracking. This also gives them an opportunity to build their network with the right people and increase awareness about Realeyes in particular.

Realeyes should continue building its relationship with Tobii which has already established itself in Australia. Realeyes should look to make better use of Tobii’s dominance in the Australian usability market by offering data collection for their clients in Australia. Apart from this, Realeyes should also look to assist Tobii in their efforts to increase eye-tracking awareness through seminars, conferences and conventions.

3. Place

When we answer this question, two aspects appear. One is that of the SME nature of Realeyes, an emergent small business. And the other is of a firm that specializes in providing “data services”, in other words, does not have to ship or source products, although has to do the following:

1) Employ manpower to carry out the service from planning to delivery.

2) Export/import information related to eye-tracking and usability of media

3) Communicate its brand and engage with partners, suppliers, competitors and clients regarding its service offerings.

Expert Survey results:

1 respondent out of 48 personnel from usability industry in Australia responded that presence was not necessary. The rest of them either agreed that tie-up with local partners was favourable (80%) or establishing an independent local presence was needed to be successful in Australia (20%). Hence, the need for presence in Australia was very much indicated from research.

Australian regulations

“UK companies planning to create a branch or office in Australia do not need to have an office in Australia before transferring an employee to Australia for employment.”(www.workPermit.com -10/08/09)

Figure 31 Realeyes’ proposed location, Sydney (flightbrisbane Sydney website 10/08/09)