Market Leader. Advanced Business English. Course Book

We had visionary founders, Jeremy Milken and Seth Gerson, but we needed a market. There was, however, one company with a similar product. I'm going to call them Big Boy Software. They had created a software tool that facilitated the actual creation of high-end games. They too were trying to find their business model and generate revenue. Both of us were in a race to become the established brand in the new market we were creating. Soon after we defined the advergaming space, Big Boy saw how YaYa was picking up steam (and generating operating revenue) selling games to big brands. They followed suit, positioning themselves as competitors to YaYa. The main difference between them and us was that they had way, way more money. They had raised a huge amount of capital that put our resources to shame. There is no need to go into the comparative details of who was a better company (I'm a little biased, of course). But the fact remains, they had tons of resources and we did notБЂ”at all. So how did YaYa become the market leader? The answer is, we created buzz: that powerful, widespread phenomenon that can determine the future of individuals, companies, and movies alike ...»