Analyzing Ingenia

Analyzing Ingenia’s Pitch

* CEO Credibility – Does this person exude capability and convey confidence that they will achieve success against all obstacles?

Ramona’s voice is clear, concise and confident. It was a great place to begin the pitch but the ongoing professional experience of Ramona became really distracting. The perception of the company seems to rely on simply Ramona and not a team based approach. Her core team consists of people with “Masters” but in what field? How will their expertise contribute to the success of Vietnam? Are they experience dealing with Asian markets? In addition, does Ramona speak Vietnamese? Does she have local support? What are the demographics of Vietnamese people who want to have an education? Just because there are youth along the street where Ramona took her picture, it does not suggest those people would be willing to engage in e-learning. What makes her so sure?

* Management Team – Have they assembled a stellar team along with the other human and material resources required for success Consulltants (Willing to seek out consultants depending on the project)

The mention of seeking out consultants in addition to have a core team was very reassuring, however there does not seem to be enough of a team presence within the pitch for me to trust in this “team” she mentions. The only mention is of Ramona’s professional experience  but her team is missing from the picture. It doesn’t seem to be a team based production. Perhaps in a pitch, she wants to focus the attention on her professional qualifications but I find it hard to trust the venture when it seems like there is only one reliable face for the company. What if something happens to Ramona? Are there other people to follow up and support it? Will it be worth risking 100, 000 Canada for the suggested expected rate?

* Business Model – Is this feasible? – have they done their homework? – are their arguments and information accurate and compelling?

The business model seems to be feasible within a North American region and culture. Moving their ideas to Vietnam will probably include the differences in culture, language and environment. In their pitch, they have not really addressed this. Is it going to be a problem or since they are going to deal  with multinational companies, this is less of an issue. Regardless, the difference in regions in relationship to their past experience needs to be mentioned. As an investor, I want to know why they think that Vietnam would have the same positive reaction in Canada?

* Competitive Products – What is a realistic market size, market share and selling price that these products or services can capture in a very competitive world?

Ramona does not seem to mention who are the competitors. It seems she is underestimating the interest in Vietnam. Is that really reliable? If there is money to be made, why aren’t other competitors jumping at the opportunity. What are their hesitations?

* Market Readiness – How long and difficult is their critical path to success?

From the investments of the World Bank and other Asian financial institutions, why would they not hire their own e-strategy company to handle their own educational launches? Why would they hire Ingenia? If they are investing those amounts, what would keep them from establishing their own e-learning departments within their own institution? How can Ingenia ensure that the investments there will be interested In Ingenia? The breakdown of the finances seems to be unbalanced. $40K seems to be quite a large amount for the market development trips. It needs to be more specific within this part because this is a major part of the equation. What does she mean? It seems like she mentioned a lot of accommodations and hotels. Can there be a permanent establishment arrangement there. It seems the budget for the “trips” seem to use a lot of money. This needs to be reassessed and what kind of lifestyles are we talking about because this is 40% of the budget. I am not comfortable with this because it does not seem that Ramona has thoroughly researched the Vietnam context enough. It seems like she is using the 40K to see if this venture would be successful rather than using it to develop the already researched plan.

* Technical Innovation – Do they have an edge, and can they keep it?

The idea of promoting e-learning within Vietnam and this region gives Ingenia an edge, but it seems like that is all for their venture. What are their future goals? What will happen if the politics of Vietnam change? Is it really stable? Is Vietnam going to be the only target? Why are other companies not exploring opportunities in Vietnam? What are their reasons for not investing their money there. If there is money to be made, why are other companies not going there. Is it because they don’t see the growth that Ingenia sees or is it that the expected return rate is not as attractive? What are the reasons for other companies not to invest?

* Exit Strategy – Do they really know what success looks like – is their destination clear

They seem to know what their destination looks like. However, it seems their pitch is rather empty. There seems to be more information about Ramona, than there is about the Vietnam project. What has been confirmed with Ingenia as of this moment? *

Overall Investment Status – Am I going to risk my investment capital on this proposition?

At this time, I am interested in Ingenia’s pitch. However, I am hesistant because of the points above. The face of the company seems to be Ramona. I don’t know if I can risk spending that amount of capital into just simply one person’s professional experience. I need to see and meet the team. I would like to know more about the small team which is at the core of the company. This is a good beginning for a pitch. However, I still need a lot of persuasion beause there are things that she mentions which cause me to wonder if they are really able to establish a presence in Vietnam. I want to know more about the partnership firm and that company’s background. I still have a lot of questions regarding Ingenia. The presentation was very well put together with the slide presentation and Ramona’s voice but this is not enough persuasion for an investor to hand over the amount of money the company is asking for. A good beginning but needs a lot more references and support.


1 Annette Smith { 09.19.09 at 2:35 pm }

I agree that Ingenia seems like they would be in competition with in-house eLearning developers in the multinationals and the World Bank that Ramona mentions as potential clients. There is no evidence that a small, non-local, firm would be a better investment for a company wishing to provide eLearning than a good team of instructional designers with loyalties to the multinationals.

2 Cari Wilson { 09.19.09 at 9:40 pm }

I had many of the same concerns and questions you had, although I think you stated them more clearly!

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