tion 10.2 Almost Facebook and nearly billionaires Adam Goldberg and Wayne Ting had the same idea as Facebook's Mark Zuckerberg - and first. In 2003, Golderg and Ting were engineering students at the prestigious Columbia University, New York. Goldberg was product, with fully-customisable pages, multiple designs president of his class and hearing lots of complaints about and backgrounds. Facebook was simpler. The feel of Campus lack of community spirit. Over the summer, he designed a Network was a bit like Dungeon and Dragons, unlike the social network for his fellow engineers. Unlike other existing clean aesthetics of early Facebook. Ting commented on the social networks such as MySpace and Friendster, this was the logic behind the early development of Campus Network: first network which overlaid a virtual community on a real "Why would you go to a site that only had poking and a community. Mark Zuckerberg would try the same idea at photo (like Facebook then) when you can share photos, Harvard the next year. Three quarters of Columbia's engineering students back though he observed: 'A good website should have signed up to the Columbia network over the summer. Gold- berg improved the network and relaunched it as CU Commu- functions that only 10% wanted -nobody blogged, nobody nity in January 2004, open to all the University's students. even blogs today. Most Columbia students signed up within a month. CU Community was sophisticated for its time. When Facebook the same point Facebook had reached one million. Gold- launched in February 2004, It only allowed members to berg and Ting decided to wind down the network and "friend' and 'poke' each other. CU Community also allowed returned to Columbia as students in the autumn of 2005. blogging, sharing and cross-profile commenting. Goldberg The venture had cost them personally something between did not worry about Facebook: 'It was totally different. It $100,000 and $200,000, as well as more than a year of had an emphasis on directory functionality, less emphasis on their lives. Ting reflected in 2012, when an MBA student at sharing. I didn't think there was much competition. We were Harvard Business School: 'There are still moments when you the Columbia community, they were Harvard. Then in March Facebook launched in other elite American I think that's a really painful question... There are fleeting universities such as Yale, Stanford and Columbia. Goldberg, moments like that. But I'm much prouder that we took a risk now joined by Wayne Ting, transformed CU Community into and we learned from it.' Campus Network and launched in elite American universities Sources: Slate, 29 September 2010; BBC, 21 December 2010. as well. But Facebook outpaced the new Campus Network. By summer 2004, Facebook had already overtaken Goldberg and Ting's network even at Columbia. Goldberg and Ting now plunged into the competition full time. They suspended their studies, and moved to Montreal, 1 What do you learn from the experience of Goldberg hiring three other software developers to help them. But resources were tight. Campus Network refused funds from venture capitalists and turned down some large advertisers, 2 Are there any unmet needs in your community, at including MTV. The two entrepreneurs slept in the office on air mattresses, hiding them away as the three employees turned up for work so they would not know they were homeless. Nonetheless, Campus Network developeda sophisticated share music and share your thoughts on a blog?' Looking functionalities that 70 or 80% of users want to use. We had Campus Network reached 250,000 users by 2005, but at feel a deep sense of regret... Could we have succeeded? Questions and Ting which could be useful to launching a new enterprise? college or elsewhere, that could be turned into a busi- ness opportunity?

tion 10.2 Almost Facebook and nearly billionaires Adam Goldberg and Wayne Ting had the same idea as Facebook's Mark Zuckerberg - and first. In 2003, Golderg and Ting were engineering students at the prestigious Columbia University, New York. Goldberg was product, with fully-customisable pages, multiple designs president of his class and hearing lots of complaints about and backgrounds. Facebook was simpler. The feel of Campus lack of community spirit. Over the summer, he designed a Network was a bit like Dungeon and Dragons, unlike the social network for his fellow engineers. Unlike other existing clean aesthetics of early Facebook. Ting commented on the social networks such as MySpace and Friendster, this was the logic behind the early development of Campus Network: first network which overlaid a virtual community on a real "Why would you go to a site that only had poking and a community. Mark Zuckerberg would try the same idea at photo (like Facebook then) when you can share photos, Harvard the next year. Three quarters of Columbia's engineering students back though he observed: 'A good website should have signed up to the Columbia network over the summer. Gold- berg improved the network and relaunched it as CU Commu- functions that only 10% wanted -nobody blogged, nobody nity in January 2004, open to all the University's students. even blogs today. Most Columbia students signed up within a month. CU Community was sophisticated for its time. When Facebook the same point Facebook had reached one million. Gold- launched in February 2004, It only allowed members to berg and Ting decided to wind down the network and "friend' and 'poke' each other. CU Community also allowed returned to Columbia as students in the autumn of 2005. blogging, sharing and cross-profile commenting. Goldberg The venture had cost them personally something between did not worry about Facebook: 'It was totally different. It $100,000 and $200,000, as well as more than a year of had an emphasis on directory functionality, less emphasis on their lives. Ting reflected in 2012, when an MBA student at sharing. I didn't think there was much competition. We were Harvard Business School: 'There are still moments when you the Columbia community, they were Harvard. Then in March Facebook launched in other elite American I think that's a really painful question... There are fleeting universities such as Yale, Stanford and Columbia. Goldberg, moments like that. But I'm much prouder that we took a risk now joined by Wayne Ting, transformed CU Community into and we learned from it.' Campus Network and launched in elite American universities Sources: Slate, 29 September 2010; BBC, 21 December 2010. as well. But Facebook outpaced the new Campus Network. By summer 2004, Facebook had already overtaken Goldberg and Ting's network even at Columbia. Goldberg and Ting now plunged into the competition full time. They suspended their studies, and moved to Montreal, 1 What do you learn from the experience of Goldberg hiring three other software developers to help them. But resources were tight. Campus Network refused funds from venture capitalists and turned down some large advertisers, 2 Are there any unmet needs in your community, at including MTV. The two entrepreneurs slept in the office on air mattresses, hiding them away as the three employees turned up for work so they would not know they were homeless. Nonetheless, Campus Network developeda sophisticated share music and share your thoughts on a blog?' Looking functionalities that 70 or 80% of users want to use. We had Campus Network reached 250,000 users by 2005, but at feel a deep sense of regret... Could we have succeeded? Questions and Ting which could be useful to launching a new enterprise? college or elsewhere, that could be turned into a busi- ness opportunity?

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Author:Kotler, Philip, Armstrong, Gary (gary M.)

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Transcribed Image Text:Illustration 10.2 Almost Facebook and nearly billionaires Adam Goldberg and Wayne Ting had the same idea as Facebook's Mark Zuckerberg - and first. In 2003, Golderg and Ting were engineering students at the prestigious Columbia University, New York. Goldberg was product, with fully-customisable pages, multiple designs president of his class and hearing lots of complaints about and backgrounds. Facebook was simpler. The feel of Campus lack of community spirit. Over the summer, he designed a Network was a bit like Dungeon and Dragons, unlike the social network for his fellow engineers. Unlike other existing clean aesthetics of early Facebook. Ting commented on the social networks such as MySpace and Friendster, this was the logic behind the early development of Campus Network: first network which overlaid a virtual community on a real "Why would you go to a site that only had poking and a community. Mark Zuckerberg would try the same idea at photo [like Facebook then] when you can share photos, Harvard the next year. Nonetheless, Campus Network developed a sophisticated share music and share your thoughts on a blog?' Looking Three quarters of Columbia's engineering students back though he observed: 'A good website should have signed up to the Columbia network over the summer. Gold- berg improved the network and relaunched it as CU Commu- functions that only 10% wanted - nobody blogged, nobody nity in January 2004, open to all the University's students. even blogs today.' Most Columbia students signed up within a month. CU Community was sophisticated for its time. When Facebook the same point Facebook had reached one million. Gold- launched in February 2004, it only allowed members to berg and Ting decided to wind down the network and "friend' and 'poke' each other. CU Community also allowed returned to Columbia as students in the autumn of 2005. blogging, sharing and cross-profile commenting. Goldberg The venture had cost them personally something between did not worry about Facebook: 'It was totally different. It $100,000 and $200,000, as well as more than a year of had an emphasis on directory functionality, less emphasis on their lives. Ting reflected in 2012, when an MBA student at sharing. I didn't think there was much competition. We were Harvard Business School: 'There are still moments when you the Columbia community, they were Harvard.' Then in March Facebook launched in other elite American universities such as Yale, Stanford and Columbia. Goldberg, now joined by Wayne Ting, transformed CU Community into Campus Network and launched in elite American universities Sources: Slate, 29 September 2010; BBC, 21 December 2010. as well. But Facebook outpaced the new Campus Network. By summer 2004, Facebook had already overtaken Goldberg and Ting's network even at Columbia. Goldberg and Ting now plunged into the competition full time. They suspended their studies, and moved to Montreal, 1 What do you learn from the experience of Goldberg hiring three other software developers to help them. But resources were tight. Campus Network refused funds from venture capitalists and turned down some large advertisers, 2 Are there any unmet needs in your community, at including MTV. The two entrepreneurs slept in the office on air mattresses, hiding them away as the three employees turned up for work so they would not know they were homeless. functionalities that 70 or 80% of users want to use. We had Campus Network reached 250,000 users by 2005, but at feel a deep sense of regret... Could we have succeeded? I think that's a really painful question... There are fleeting moments like that. But l'm much prouder that we tooka risk and we learned from it.' Questions and Ting which could be useful to launching a new enterprise? college or elsewhere, that could be turned into a busi- ness opportunity?

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